Connected Consumer Conference

Reaching and influencing the connected consumer

Wednesday 7 June 2017

This year's Connected Consumer Conference was a half-day of debates, interviews and presentations from influential speakers as we explored how the advertising and marketing industry is being shaped by today's connected consumer.

The Connected Consumer Conference helps advertisers, planners and researchers make sense of the fast-moving media market across all screens and related technologies.

IPA members can ascribe a CPD value to each Mediatel Events session

Going deep with behaviour-first advertising
8 Jun 2017 | Ellen Hammett and David Pidgeon

In a fascinating debate at the 2017 Connected Consumer Conference we learned what is essentially a magic formula for better advertising - but the ingredients to make it work are not always easy to acquire.

Event Partners

    Event partners
  • Verto
  • Tapad
  • Chartroom

Agenda

08:00 - 08:30

Benjamin Franklin

Registration for invite-only breakfast with Tapad

08:30 - 08:35

The Great Room

Introduction

Welcome from Derek Jones, CEO, Mediatel.

Speakers

Derek Jones

08:35 - 08:45

The Great Room

Measuring Across Devices scene setter

Scene setter presentation from Tom Rolph, Senior Director, Enterprise Partnerships, Tapad.

Speakers

Tom Rolph

08:45 - 08:50

Case study

Case study from Robert Foulkes, Head of Marketing and Digital, Monarch Airlines and Lucy Hahn, UK Client Operations Director, Flashtalking.

Speakers

Robert Foulkes Lucy Hahn

08:50 - 09:45

The Great Room

Panel - "Cross device is the new currency"

Key themes for discussion:

  • Are we seeing any changes in the way consumers are using devices?
  • Is there a proven uplift in sales, if marketing is viewed by consumers across several screens?
  • Can we identify the different influences of each screen from a branding and DR perspective?
  • How can agencies and clients best use cross device data (for planning and buying) in today's programmatic world?
  • Should cross device data form a new currency?
  • How does IOT fit into the world of cross device?

Chair:Dominic Mills, Mediatel Newsline columnist and former editor Campaign
Jane Ostler, Managing Director of Media & Digital, Kantar Millward Brown
Chris Feo, SVP Strategy & Global Partnerships, Tapad
James Patterson, GM, UK, The Trade Desk
Robert Foulkes, Head of Marketing and Digital, Monarch Airlines
Renee Mellow, Head of Emerging Digital Activation, EMEA, MediaCom

Chair

Dominic Mills

Speakers

Jane Ostler Chris Feo James Patterson Robert Foulkes Renee Mellow

09:30 - 10:00

Benjamin Franklin

Registration for Connected Consumer Conference

10:00 - 10:05

The Great Room

Welcome

Welcome from Derek Jones, CEO, Mediatel.

Speakers

Derek Jones

10:05 - 10:10

The Great Room

Introduction

Introduction from The Connies Chair of Judges, Mark Cross, Director, Chartroom.

Speakers

Mark Cross

10:10 - 10:40

The Great Room

The Behavioural Science Session

DATA ALERT! Connected Consumers are Humans!

Key themes for discussion:

  • Do we need to start putting human behaviour first?
  • Beneath it all we are trying to understand human behaviour and how to make everything easier, simpler, faster for consumers. We think and say we are putting consumers at the centre of our thinking, but do we really?
  • Have we drilled into the realities of human behaviour to really understand the choices we are hoping they will make?
  • Is it only once we have done that we can anticipate the data or technology needs that will help us make the connections we seek.
  • Can we reach an optimum mix of behavioural science, data and tech?

Chair:Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD
Tom Laranjo, Managing Director, Total Media
Tamsin Hussey, Senior Digital Strategist, Infosys
Richard Chataway, Founder, Communication Science Group

Chair

Richard Shotton

Speakers

Tom Laranjo Tamsin Hussey Richard Chataway

10:40 - 11:00

The Great Room

Award winning paper from The Connies

Emma Hazlehurst, Head of Strategic Solutions, UK, RadiumOne and Liam Mullins, Managing Partner, the7stars discuss the Most Connected Campaign - Radium One/ITV Ad Sync with Iceland and the7Stars.

Speakers

Emma Hazlehurst Liam Mullins

11:00 - 11:30

Benjamin Franklin

Coffee break

11:30 - 11:45

The Great Room

Award winning Connies entry

Sam Fenton-Elstone, Chief Digital Officer, VCCP dicusses the Best Use of Connected Data - VCCP with News UK.

Speakers

Sam Fenton-Elstone

11:45 - 11:50

Scene setter

Mike Read, MD, UK, Verto Analytics.

Speakers

Mike Read

11:50 - 12:30

The Great Room

Getting to grips with connected data - the 4 Os of data

Key themes for discussion:

  • Marketing developed around the 4 Ps, and more recently uses the 7 or even 8 Ps. With data of staggering proportions now available to us, are we in need of some fundamental first priciples to define the most effective mix and application?
  • What do the 4 Os mean and how could they be applied?
  • Does adoption of the 4 Os - objectives, outputs out-takes and outcomes - offer a way forward?
  • When we start planning and analysing data do we establish what success looks like from the outset?
  • Do we pay lip service to evaluation through fear of failure?
  • How do we organise data?
  • How do we measure outcomes?
  • Can we avoid the risks of "bad" targeting and negative experiences

Chair: Mark Cross, Director, Chartroom
Mike Read, MD, UK, Verto Analytics
Andrew Willshire, Founder, Diametrical Ltd
Sue Elms, Consultant

Chair

Mark Cross

Speakers

Mike Read Andrew Willshire Sue Elms

12:30 - 12:55

The Great Room

Machine Learning - A look into the future

Dr James Carney, Director, Texture Lab and Stuart Youngs, Founder and Creative Director, Studio Texture + Texture Lab discuss how machine learning is set to offer a quantum shift in capability across many areas of the connected ecosystem. Here we explore an emerging approach for predicting the cognitive response to communication powered by machine learning with interesting applications.

Speakers

Dr James Carney Stuart Youngs

12:55 - 13:30

Benjamin Franklin

Lunch and networking

Speakers

  • Speaker
    Derek Jones

    CEO, Mediatel

  • Speaker
    Tom Rolph

    Senior Director, Enterprise Partnerships, Tapad

  • Speaker
    Robert Foulkes

    Head of Marketing and Digital, Monarch Airlines

  • Speaker
    Lucy Hahn

    UK Client Operations Director, Flashtalking

  • Speaker
    Dominic Mills

    Mediatel Newsline columnist and former editor Campaign

  • Speaker
    Jane Ostler

    Managing Director of Media & Digital, Kantar Millward Brown

  • Speaker
    Chris Feo

    SVP Strategy & Global Partnerships, Tapad

  • Speaker
    James Patterson

    GM, UK, The Trade Desk

  • Speaker
    Renee Mellow

    Head of Emerging Digital Activation, EMEA, MediaCom

  • Speaker
    Mark Cross

    Director, Chartroom

  • Speaker
    Richard Shotton

    Deputy Head of Evidence, Manning Gottlieb OMD

  • Speaker
    Tom Laranjo

    Managing Director, Total Media

  • Speaker
    Tamsin Hussey

    Senior Digital Strategist, Infosys

  • Speaker
    Richard Chataway

    Founder, Communication Science Group

  • Speaker
    Emma Hazlehurst

    Head of Strategic Solutions, UK, RadiumOne

  • Speaker
    Liam Mullins

    Managing Partner, the7stars

  • Speaker
    Sam Fenton-Elstone

    Chief Digital Officer, VCCP Media

  • Speaker
    Mike Read

    MD, UK, Verto Analytics

  • Speaker
    Andrew Willshire

    Founder, Diametrical Ltd

  • Speaker
    Sue Elms

    Consultant

  • Speaker
    Dr James Carney

    Director, Texture Lab

  • Speaker
    Stuart Youngs

    Founder and Creative Director, Studio Texture + Texture Lab

See all speakers

Venue

RSA, 8 John Adam Street, London , WC2N 6EZ

Nearest stations:
Charing Cross (Northern and Bakerloo line)
Embankment (District, Circle, Northen and Bakerloo lines)

Previous events

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