Barb Briefing: Making Sense of Big Data 12 July 2022 Big data has long been the talk of our industry. It’s an important source of insight but alone, it falls prey to misleading results and unchecked biases. And it can’t tell us about the people in front of the screen. At Barb Briefing: Making Sense of Big Data on July 12th 2022, we gave Barb clients some revealing insights into what UK viewers are doing today, derived from our unique dovetailing of panel and big data. We heard from Professor Tim Spector OBE, Professor of Epidemiology and Co-Founder of Zoe Ltd, who discussed how analysis of people-based data from the ZOE COVID Study led to key findings about COVID, which helped to predict disease hotspots and shape health policy. Lucy Bristowe, Sky’s Director of Insight and Research and Katie Hartley, MD of Product & Innovation, Dentsu Data Labs, talked about how they are using multiple data sources to deliver a best of all worlds’ solution for their companies and clients. And our Barb experts shared the latest insights and showed why the future of insight is big data combined with robust and trusted panel data – and this combination is already at the heart of our industry gold-standard measurement of what people watch You can catch up by watching a recording of the webinar: