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?
IPA members can ascribe a CPD value to each Mediatel Events session
OUTCOMES AND SUCCESS
- 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?
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
- 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?
- 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
- 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
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?
Networking coffee break
SOCIAL MEDIA AND DATA
- 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
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
BEHAVIOURAL AND NEUROSCIENCE INSIGHTS
- Using consumer biases as tools to craft better communications
- The benefit of working with, rather than against, the grain of human nature
- How neuroscience differs from traditional market research: measuring conscious vs subconscious responses
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
CONNECTED DATA AND FUTURE TECHNOLOGIES
- 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
- 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
- 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
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
Networking coffee break
- 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
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?
Networking drinks reception
Managing Director, Advanced Advertising and Data, Liberty Global
Chief Digital Officer, Diageo
Chief Data Officer, Exterion Media
Chief Transformation Officer, MediaCom
Media Planning Manager, Just Eat
Head of Advertising Research & Development, Channel 4
Director of Audiences, BBC
European Director-Innovation Group, J. Walter Thompson London
EMEA Advertising and Promotions Manager, Epson
EVP PM Precision EMEA, Publicis Media
Deputy MD and Group Director of Advanced Advertising, Sky Media
Futures Director, Mindshare
Owner, Research the Media
Head of Insight and Audience Analytics, OMD UK
Deputy Head of Evidence, Manning Gottlieb OMD
Lead Data Strategist - Commercial, Channel 4
Comms Planning Director, Facebook UK
Insight Director, Newsworks
Managing Partner- Head of Data, IPG Mediabrands UK
Head of Group Insight, Trinity Mirror
Head of Digital Planning, MG OMD
Senior Managing Consultant, CTO Innovation Consulting
Product Director, Blis
Joint Chief Strategy Officer, AMV BBDO
Sales & Marketing Director, Lumen Research
Senior Research Executive, Channel 4
Associate Insight Director, Publicis Media
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