Big data is a trend both in the global and in the Russian market. But not everyone knows what is behind this concept and how big data can be used in marketing. Within the framework of the Digital Branding school, Ilya Berdnikov, teacher of the course "Big Data for Your Marketing", commercial director of the advertising agency MedCraft, told the audience what data is, where it comes from, and how it can be used and analyzed.

Since 2020, the list of studied segments, a list of potential participants in the rating and quality assessment criteria are the subject of industrial discussion. It was suggested to express comments, criticism and suggestions in an online format. The intended purpose of this stage is to get criticism at the stage when it can be taken into account in the work. And although there were no massive complaints, in some cases it was possible to clarify a number of points, which, we hope, affected the final accuracy.

The Dentsu Aegis Network communication group continues to study the level of attention of the Russian audience to video advertising on different platforms as part of the pilot phase of the Attention Economy Russia project. With the support of the National Advertising Alliance, a study was carried out on the involvement of viewers in watching television ads.

Often, the effectiveness of social media advertising campaigns is more dependent on creatives than on targeted targeting. High-quality creatives should match the interests of the audience and show a solution to their problem. Konstantin Naychukov, an expert on working with paid traffic at eLama, tells what to look for when creating creatives, how to analyze competitors and set technical specifications for designers.