Big Day of Data

Using data effectively to drive business success

Tuesday 26 June 2018

Mediatel's Big Day of Data focused on data at the heart of the media and advertising industry: survey research, so called 'big data' and the relationship between the two. We also looked at new approaches to consumer understanding, including implicit data, neuroscience, using VR environments and adtech.

We also heard the very best and most perceptive stories from the recent Mediatel Media Research Awards.

Key themes included:

  • What constitutes effective data for media owners, advertisers and planners? How compatible are their needs in terms of outcomes and success?
  • Are we becoming too dependent on online data to understand consumers? Do social media conversations really reflect wider opinion? How far can we get with online data?
  • Is GDPR really a step change for consumer and media data?
  • What are the media research and data opportunities offered by innovations like voice assistants, augmented reality, AI and blockchain?
  • Connecting media and consumer data is a huge opportunity but how can we ensure that we are creating 'fusion cuisine' as opposed to unsavoury stew?
  • What will the media research and data industry look like in 2025?

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Event Partners

    Partners
  • Lumen
  • Neuro-Insight
  • Blis
  • Media partners
  • Warc
  • EGTA

Agenda

08:50

Maxwell Library

Registration

09:25

Welcome

Welcome from Derek Jones, CEO, Mediatel

Speakers

Derek Jones

Turing Lecture Theatre

OUTCOMES AND SUCCESS

09.30

Scene setter: The importance of data for media owners

  • Why data is important - ‘the evidence based approach to advertising investment’?
  • Why media owners like Channel 4 need to work extra hard to deliver proof?
  • Why genuine innovation often comes from something which can appear obvious?

Martin Greenbank, Head of Advertising Research & Development, Channel 4

Speakers

Martin Greenbank

09:40

Cleverly building the context argument

How the Contextual Moments campaign which was built on a brilliant psychological insight, used a smart experiment to prove its validity and then turned that insight into a significant commercial opportunity

Neil Taylor, Lead Data Strategist - Commercial, Channel 4

Samantha Adcock, Senior Research Executive, Channel 4

Speakers

Neil Taylor Samantha Adcock

10:00

Keeping clarity on success through the availability of data

  • Avoiding the herding effects around data
  • Do we really know what success looks like and the drivers for achieving it?
  • Do we have a process in place from the outset that enables us to shape success?

Mark Cross, Director, Chartroom

Speakers

Mark Cross

10:10

Defining what success looks like for brands

  • How to deliver effective communication with the consumer and the role of data in achieving this
  • How to implement and manage agency process and how data supports the decision making process
  • Considering all metrics that measure ROI overall, not just for media but for marketing expenditure as a whole, including ecommerce and in-store

Ben Sutherland, Chief Digital Officer, Diageo

Speakers

Ben Sutherland

10:25

The company you keep: why the context influences attention to advertising

  • Not all ad impressions are created equal. The way readers engage with the page has a big impact on how they engage with the advertising
  • Readers of regional newspapers are particularly engaged with the content they consume - and with the ads carried by these pages
  • Trinity Mirror teamed up with Lumen Research to understand the way in which attention and engagement with advertising differs by audience and by title - and how increased attention results in deeper connections between brands and their buyers

Andrew Tenzer, Head of Insight, Trinity Mirror

Fiona Evans, Sales & Marketing Director, Lumen Research

Speakers

Andrew Tenzer Fiona Evans

10:40

Panel discussion: How to ensure that the data used for advertising campaigns will provide the best business outcomes

  • What constitutes effective data for media owners, advertisers and planners?
  • How compatible are their needs in terms of outcomes and success?
  • Can research truly shift buying decisions and move money?

Chair: Mark Cross, Director, Chartroom

John Paul, Managing Director, Advanced Advertising and Data, Liberty Global

Ross Duncan, Media Planning Manager, Just Eat

Ian Edwards, Comms Planning Director, Facebook UK

Ben Sutherland, Chief Digital Officer, Diageo

Chair

Mark Cross

Speakers

Ross Duncan Ian Edwards John Paul Ben Sutherland

11:15

Maxwell Library

Networking coffee break

Turing Lecture Theatre

SOCIAL MEDIA AND DATA

11:45

Opportunities with voice control / voice assistants

  • How the rise of a voice-activated world will allow us to get closer and more intimate with technology
  • Why voice interaction will redefine the digital advertising landscape and how brands reach consumers
  • Considering the implications of voice technology on brands
  • Conclusions from Mindshare’s Speak Easy report

Jeremy Pounder, Futures Director, Mindshare

Marie Stafford, European Director-Innovation Group, J. Walter Thompson

Speakers

Jeremy Pounder Marie Stafford

12:05

How movement & location data can empower marketers to plan & measure more effectively

Amy Fox, Product Director, Blis

Speakers

Amy Fox

12:20

Panel discussion: Mastering social media communication and privacy: how to use data positively?

  • How to use data ethically? Can social media platforms showcase examples when data was used ethically?
  • What constitutes ‘good data’? Are we going to see social media data regulated? How is GDPR going to affect the whole market?
  • What is the best way to handle first party, second party or third party data? What are the relative merits and issues around those?
  • The role of machine learning to help distinguish between ‘good’ and ‘bad’ data

Chair: Richard Marks, Owner, Research the Media

Denise Turner, Insight Director, Newsworks

Scott Thompson, Associate Insight Director, Publicis Media

Matthew Taylor, Head of Digital Planning, Manning Gottlieb OMD

Chair

Richard Marks

Speakers

Denise Turner Scott Thompson Matthew Taylor

12:50

Maxwell Library

Networking lunch

Turing Lecture Theatre

BEHAVIOURAL AND NEUROSCIENCE INSIGHTS

13:45

How findings from behavioural science can help create better campaigns

  • Using consumer biases as tools to craft better communications
  • The benefit of working with, rather than against, the grain of human nature

Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD

Speakers

Richard Shotton

14:00

Using neuroscience to review the effectiveness of brand communication and media

  • How neuroscience differs from traditional market research: measuring conscious vs subconscious responses

Heather Andrew, CEO, Neuro-Insight

Speakers

Heather Andrew

14:15

Panel discussion: Should brands be careful about using neuroscience and other behavioural insights to influence and change consumer behaviour?

  • Does the recent backlash against data gathered by Facebook really reflect how people feel about promotional content on social media?
  • Do people think they’re manipulated by marketers?
  • How can consumer decision-making be better understood by neuroscience?
  • How sometimes playing with emotion produces better engagement with consumers
  • How gaining insights into consumer habits helps decide ad-efficiency

Chair: Richard Shotton, Deputy Head of Evidence, Manning Gottlieb OMD

Mike Dando, EMEA Advertising and Promotions Manager, Epson

Sue Unerman, Chief Transformation Officer, MediaCom

Craig Mawdsley, Joint Chief Strategy Officer, AMV BBDO

Chair

Richard Shotton

Speakers

Mike Dando Sue Unerman Craig Mawdsley

Turing Lecture Theatre

CONNECTED DATA AND FUTURE TECHNOLOGIES

14:45

Harvesting, combining and connecting existing behavioural data sets

  • Looking back to IPA Big Data report – what has changed in the past few years?
  • What makes a data set ‘fit for purpose’?
  • When good data goes bad

Richard Marks, Owner, Research the Media

Speakers

Richard Marks

15:00

Blockchain, Advertising and Data

  • Beyond Bitcoin, what is the blockchain?
  • Trust and disintermediation
  • Is the blockchain any good for storing data?
  • AdTech and Blockchain aren’t natural friends, but could they be?
  • Could the blockchain fix advertisers’ broken relationship with consumers on the Web
  • Data immutability
  • Transparency
  • Privacy in the age of GDPR
  • Some initiatives to illustrate what’s already happening in this space
  • BAT and privacy as a human right
  • SteemIT and monetizing the small guys content
  • MadHive

Benjamin Schwarz, Senior Managing Consultant, CTO Innovation Consulting

Speakers

Benjamin Schwarz

15:15

Capitalising on the power of combined data sets

Spotlight on Exterion Media’s data partnership with TfL (Media Research Awards winner)

  • How the Out-of-Home industry can capitalise on the power of first party data, advanced analytics tools and impactful visualisation to better understand audience behaviours and drive planning efficiency and advertising effectiveness

Mick Ridley, Chief Data Officer, Exterion Media

Speakers

Mick Ridley

15:30

Maxwell Library

Networking coffee break

15:50

How data and machine learning are transforming the audience’s experience of the BBC

  • How new signed in data is driving new product experiences and how it is enabling us to bring more relevant, more engaging content to audiences
  • How data is informing decision making across editorial and commissioning teams and how it is helping us forecast future performance
  • How it is demanding we reshape and rethink the role of data and insight in the organisation, and for the audience

Nick North, Director of Audiences, BBC

Speakers

Nick North

16:05

Panel discussion: The opportunities and challenges of leveraging and combining data sets and assessing their value and uses

  • Discussions about innovation can be strongly associated with programmatic, addressable and ad tech. What other developments are driving data innovation?
  • What are the main challenges we face when integrating survey data and ‘big data’?
  • How can the currencies best prepare for and integrate with advanced advertising?
  • How can data driven systems take account of the role of context improving engagement?

Chair: Richard Marks, Owner, Research the Media

Jamie West, Deputy MD and Group Director of Advanced Advertising, Sky Media

Sarah Gale, Head of Insight and Audience Analytics, OMD UK

Geoff Copps, Managing Partner, Head of Data, IPG Mediabrands UK

Kristen Kelly, EVP PM Precision EMEA, Publicis Media

Chair

Richard Marks

Speakers

Jamie West Sarah Gale Geoff Copps Kristen Kelly

16:40

Maxwell Library

Networking drinks reception

Speakers

  • Speaker
    John Paul

    Managing Director, Advanced Advertising and Data, Liberty Global

  • Speaker
    Ben Sutherland

    Chief Digital Officer, Diageo

  • Speaker
    Mick Ridley

    Chief Data Officer, Exterion Media

  • Speaker
    Sue Unerman

    Chief Transformation Officer, MediaCom

  • Speaker
    Ross Duncan

    Media Planning Manager, Just Eat

  • Speaker
    Martin Greenbank

    Head of Advertising Research & Development, Channel 4

  • Speaker
    Nick North

    Director of Audiences, BBC

  • Speaker
    Marie Stafford

    European Director-Innovation Group, J. Walter Thompson London

  • Speaker
    Mike Dando

    EMEA Advertising and Promotions Manager, Epson

  • Speaker
    Kristen Kelly

    EVP PM Precision EMEA, Publicis Media

  • Speaker
    Jamie West

    Deputy MD and Group Director of Advanced Advertising, Sky Media

  • Speaker
    Jeremy Pounder

    Futures Director, Mindshare

  • Speaker
    Richard Marks

    Owner, Research the Media

  • Speaker
    Sarah Gale

    Head of Insight and Audience Analytics, OMD UK

  • Speaker
    Richard Shotton

    Deputy Head of Evidence, Manning Gottlieb OMD

  • Speaker
    Mark Cross

    Director, Chartroom

  • Speaker
    Neil Taylor

    Lead Data Strategist - Commercial, Channel 4

  • Speaker
    Ian Edwards

    Comms Planning Director, Facebook UK

  • Speaker
    Denise Turner

    Insight Director, Newsworks

  • Speaker
    Geoff Copps

    Managing Partner- Head of Data, IPG Mediabrands UK

  • Speaker
    Andrew Tenzer

    Head of Group Insight, Trinity Mirror

  • Speaker
    Heather Andrew

    CEO, Neuro-Insight

  • Speaker
    Matthew Taylor

    Head of Digital Planning, MG OMD

  • Speaker
    Benjamin Schwarz

    Senior Managing Consultant, CTO Innovation Consulting

  • Speaker
    Amy Fox

    Product Director, Blis

  • Speaker
    Craig Mawdsley

    Joint Chief Strategy Officer, AMV BBDO

  • Speaker
    Fiona Evans

    Sales & Marketing Director, Lumen Research

  • Speaker
    Derek Jones

    CEO, Mediatel

  • Speaker
    Samantha Adcock

    Senior Research Executive, Channel 4

  • Speaker
    Scott Thompson

    Associate Insight Director, Publicis Media

See all speakers

Venue

IET, Savoy Place, London, WC2R 0BL

Nearest stations:
Covent Garden (Piccadilly line)
Embankment (Northern, Bakerloo, Circle and District lines)

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