Big Day of Data

Effective Data Driving Business Success

Tuesday 25 June 2019

This event focused on using data for business application and planning and how data really drives business decisions.

We delved deeper into consumer understanding of data handling and whether there is trust in how brands are using it. We reviewed some of the latest achievements in behavioural and neuroscience; we looked at case studies where adtech and AI helped create better and more efficient campaigns and question whether brands, media owners and agencies define data effectiveness in the same way.

Themes included: how to use data to drive customer acquisition and retain existing customers; how voice tech will change the way consumers interact with brands and whether gender and age are becoming less important when it comes to targeting. The future of audience currency measurement will be discussed, exploring the scope for partnership across all media currencies in the UK.

Download the agenda here.

Event Partners

    Event Partners
  • Neuro-Insight
  • GfK

Agenda

08:30

Registration

Data for Business Application and Planning

09:00

How Data is Really Driving Business Decisions

  • Love Island Partnership Effectiveness Research: Linking real-world behaviours to reality TV
  • The power of research and data at every stage of a hit show
  • How data led to the evolution of Love Island by engaging with viewers
  • How ITV demonstrated the show’s impact to its commercial partners
Glenn Gowen, Head of Audiences - Commercial, ITV

Speakers

Glenn Gowen

09:15

From Data-Driven Marketing to Data-Inspired Creativity

  • What’s next for data, following a decade of disruption in the creative industries?
  • How using data insights can help enable new kinds of ideas and how creativity can help to connect customers with data in ways that are less alarming and more charming
  • How to move from data-driven marketing, to data-inspired creativity
  • Why will customer-level, 1st party data be more important than ever and what new mix of talent will agencies and clients require?
  • Which global marketers are starting to demonstrate the potential of data-inspired creativity?
Simon Goodall, Global Chief Strategy Officer, MullenLowe Open

Speakers

Simon Goodall

09:30

Panel: How Can Data Enhance Planning and Improve Business Operations?

  • How to use data to drive new subscriptions and retain existing customers
  • How to use attribution models to analyse the impact of marketing initiatives on conversions and find out which campaigns influenced final purchasing decisions? Examples and case studies of data in action
  • How can data help break down communication silos within an organisation by making insights easily accessible throughout the organisation?
  • How is data driving innovation in your company?
Chair
Richard Marks, Director, Research The Media
Daniel Chapman, Managing Director, Products and Solutions, Havas Group Media
Bedir Aydemir, Head of Audience and Data, Commercial, News UK
Glenn Gowen, Head of Audiences - Commercial, ITV
Dean Lanzman, CRM Strategy Director, MullenLowe Open
Maria Cadbury, MD EMEA, Channel Factory

Chair

Richard Marks

Speakers

Daniel Chapman Bedir Aydemir Glenn Gowen Dean Lanzman Maria Cadbury

10:10

Coffee break

Connected Campaigns and Addressable Advertising

10:40

Best Use of Connected Data - NCS: Unstoppable Me

10:55

‘Get into Teaching’: The Anatomy of a Connected Campaign

  • How an integrated campaign managed to connect on air talent, targeted advertising and social media to change audience perceptions and call to action
  • Global’s ‘Get Into Teaching’ increasing perception of teaching as a great career choice
  • Delivering long-term relevancy and consideration of a career in teaching to a broad and relevant audience
  • Learn how this campaign won the 2019 Connected Consumer Awards
Francesca Taylor, Strategist, Government Communications, Global

Speakers

Francesca Taylor

11:15

Panel: How Data-Driven Advertising is Developing Across the TV and Internet Markets

  • The big data-related challenges facing the two industries.
  • The strengths and weaknesses of the two industries, in relation to data, measurement, targeting and attribution.
  • What TV can learn from digital – and digital from TV
  • How successful has addressable advertising really been so far?
  • Is there a danger of over-targeting and consumer irritation?
Chair
Jon Watts, Managing Partner and Co-Founder, MTM
Harry Harcus, Managing Director, Finecast
Sanjeevan Bala, Head of Data Science, Channel 4
David Fisher, Vice President Digital Ad Sales, Discovery
Lisette Preston-Barnes, Business Development Director, TiVO

Chair

Jon Watts

Speakers

Harry Harcus Sanjeevan Bala David Fisher Lisette Preston-Barnes

Behavioural Science’s Impact on Advertising

11:55

People Powered Performance

  • How to personality-profile audiences to inform strategy and CRM, plan campaigns, impact creative and buy media
  • An approach that features machine learning from the MIT IBM AI Lab and Psychology (OCEAN Model) and large-scale data collection on hundreds of thousands of social conversations
  • Looking at a case study for “Slack”: planning their media and creative launch in three markets at the end of 2018
  • Features a live demo of personality profiling
Phill Palmer, Senior Consultant at Behave and Head of Research and Insight, Total Media

Speakers

Phill Palmer

12:15

How Neuroscience Differs from Traditional Market Research and Measures Conscious vs Subconscious Responses

12:30

Neuroscience’s Insights About the Increasingly Childlike State of Our Brains, and How They Can be Used in Marketing

  • How speaking to teachers and experts gives us understanding about gaining attention from children
  • How these techniques can be applied to adults in marketing
  • Taking a set of principles from these experts and transferring them to the marketing world.
Zehra Chatoo, Head of Strategy, Manning Gottlieb OMD

Speakers

Zehra Chatoo

12:50

Lunch break

The Future of Audience Measurement

14:05

A European Case Study: How the 'Media Club' Brought the Currencies Together in The Netherlands

  • The direction of travel for currency measurement in the Netherlands
  • What were the circumstances that led to the currencies (literally) moving into the same house?
  • What have been the benefits and challenges?
  • The structure of the new Dutch Total Media system, which will align TV, print, radio and online measurement.
  • Could it happen in the UK?
Irena Petric, Managing Director, NOM

Speakers

Irena Petric

14:20

Panel: Evolution or Revolution - How can Media Currencies Retain and Grow Their Value?

  • With a new tender process underway, is BARB likely to measure non-broadcaster online video (YouTube, Facebook live, publisher video advertising) anytime soon? What compromises would be needed from both sides?
  • If not BARB, then who?
  • Is the PAMCo model the way forward for other cross-platform currencies?
  • What pieces are missing in the media measurement JICsaw?
  • Is cross-media currency measurement, as planned in the Netherlands, viable in the UK? What are the advantages and what are the barriers? Is the PAMCo/ UKOM tie-up a sign of things to come?
  • How much longer can the current multi-JIC model survive in a connected media world?
Chair
Richard Marks, Director, Research The Media
Phil Smith, CEO, ISBA
Justin Sampson, CEO, BARB
David Fletcher, Chief Data Officer, Wavemaker UK

Chair

Richard Marks

Speakers

Phil Smith Justin Sampson David Fletcher

15:00

Coffee break

Data Technologies: Innovation and Automation

15:30

Automatons, Automation, and Analytics: The Many Faces of AI

  • A brief overview of machine learning and AI
  • The benefits of automated processes and the wide acceptance of predictive technology
  • How ML can increase efficiency and make a huge impact on reputation and profit in a company?
  • Some examples of using ML for media applications
Christine Shrader, Data Analyst, Mediatel

Speakers

Christine Shrader

15:50

Analysing Instagram Imagery with AI Image Recognition Technology

  • Combining quant and qual research to analyse visual themes and trends within samples of Instagram content
  • Helping with consumer trends, discovery and brand reputation analysis using imaging clusters
Catherine Cooke, Digital Insights Director, Mindshare

Speakers

Catherine Cooke

16:10

Panel: Which Data-Driven Technological Innovations Will Have the Most Significant Impact on Media and Advertising?

  • How will the use of voice technology impact advertising? What services are showing promising signs beyond Alexa and Google Home?
  • What impact will AI and machine learning have in the long term when it comes to analysing data, recognising and classifying images, understanding the contextual placement of ads and even designing ads
  • Can we use AI to distinguish genuine social media influencers from data-farmed ones?
  • What elements of what we currently do can be improved by automation and which are uniquely human?
Chair
Daniel Knapp, New Venture
Liam Brennan, Global Director of Innovation, MediaCom
Amy Kean, Global Head of Strategic Innovation, Starcom
Julia Smith, Founder of DTC and Comms Director for Channel Factory, Impact, Cavai & Appetite Creative

Chair

Daniel Knapp

Speakers

Liam Brennan Amy Kean Julia Smith

16:50

End of Conference and Networking Drinks

Speakers

  • Speaker
    Catherine Cooke

    Digital Insights Director, Mindshare

  • Speaker
    Simon Goodall

    Global Chief Strategy Officer, MullenLowe Open

  • Speaker
    Francesca Taylor

    Strategist, Government Communications, Global

  • Speaker
    David Fletcher

    Chief Data Officer, Wavemaker UK

  • Speaker
    Christine Shrader

    Data Analyst, Mediatel

  • Speaker
    Justin Sampson

    CEO, BARB

  • Speaker
    Irena Petric

    Managing Director, NOM

  • Speaker
    Phil Smith

    CEO, ISBA

  • Speaker
    Shazia Ginai

    CEO, Neuro-Insight

  • Speaker
    Glenn Gowen

    Head of Audiences - Commercial, ITV

  • Speaker
    Amy Kean

    Global Head of Strategic Innovation, Starcom

  • Speaker
    Daniel Knapp

    New Venture

  • Speaker
    Jon Watts

    Managing Partner and Co-Founder, MTM

  • Speaker
    Zehra Chatoo

    Head of Strategy, Manning Gottlieb OMD

  • Speaker
    Phill Palmer

    Senior Consultant at Behave and Head of Research and Insight, Total Media

  • Speaker
    Daniel Chapman

    Managing Director, Products and Solutions, Havas Group Media

  • Speaker
    John Carroll

    Global Business Development Director, Media Measurement, GfK

  • Speaker
    Sanjeevan Bala

    Head of Data Science, Channel 4

  • Speaker
    David Fisher

    Vice President Digital Ad Sales, Discovery

  • Speaker
    Richard Marks

    Director, Research The Media

  • Speaker
    Lisette Preston-Barnes

    Business Development Director, TiVO

  • Speaker
    Harry Harcus

    Managing Director, Finecast

  • Speaker
    Dean Lanzman

    CRM Strategy Director, MullenLowe Open

  • Speaker
    Julia Smith

    Founder of DTC and Comms Director for Channel Factory, Impact, Cavai & Appetite Creative

  • Speaker
    Maria Cadbury

    MD EMEA, Channel Factory

  • Speaker
    Daniel Sleath

    Account Director, Spotify

  • Speaker
    Bedir Aydemir

    Head of Audience and Data, Commercial, News UK

  • Speaker
    Liam Brennan

    Global Director of Innovation, MediaCom

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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