October 13, 2014
For more information, contact:
Cheryl Jackson-Leafield, Marketing Manager UK & Ireland
+44 (0)161 850 3480

How big data can drive marketing innovation, latest Blue Paper from 4imprint

(Manchester, UK) – “Big Data” is the latest Blue Paper from promotional products retailer 4imprint and is available now as a free download.

The Blue Paper looks at what big data is, where it comes from and how organisations of any size can incorporate it into their operation and strategy.

A key point is that big data is a large and complex set of information that can be used to offer greater understanding regarding target markets and a firm’s operating environment.

Firms can use this insight to segment their audience and engage with each group more effectively, as well as to improve decision-making across their organisation.

Big Data’s move into the mainstream has helped to change attitudes in the business community. This was highlighted in a study by Econsultancy and Lynchpin [1] which revealed that more than three-quarters of respondents believe big data uncovers optimisation opportunities that are not possible with traditional methods, while almost half believe it is the best way to bring online and offline data together.

Additionally a study commissioned by the Guardian [2] found 86 per cent of marketing professionals believe big data will change the function of marketing and that 62 per cent said their role has already changed fundamentally as a result of big data.

Cheryl Jackson-Leafield, Marketing Manager of 4imprint UK and Ireland, commented: “It is clear that marketers who wish to stay ahead can’t simply ignore the emergence of big data.”

The Blue Paper also outlines success stories in the form of mini case studies and summarises additional benefits big data can bring to firms beyond customer segmentation.

To read this paper, visit www.4imprint.co.uk/BluePaper/BigData


  1. Measurement and Analytics Report. Econsultancy.
  2. Big data – a marketer’s dream or dilemma? The Guardian.


About Blue Papers

Blue Papers are in-depth, ‘how-to’ articles covering a variety of topics to help organisations to succeed. They are available to download free at 4imprint.co.uk/bluepapers

About 4imprint

4imprint Direct Limited is part of 4imprint Group plc that serves more than 100,000 businesses with its innovative promotional items and corporate gifts throughout the UK, Ireland, USA and Canada. Its promotional merchandise offering includes personalised gifts, printed pens, paper & notebooks, promotional mugs, keyrings, promotional cotton bags, mousemats, drawstring bags, printed water bottles, printed USB Flashdrives, diaries & calendars, printed T-Shirts and much more. 4imprint’s ‘no quibble’ guarantees include the promise that if the personalised goods are not despatched on time they’ll be free! For additional information, visit www.4imprint.co.uk