Big Day of Data

Effective Data Driving Business Success

Tuesday 25 June 2019

The event in 2019 is about using data for business application and planning and how data really drives business decisions. We will be delving deeper into consumer understanding of data handling and whether there is trust in how brands are using it. We’ll review some of the latest achievements in behavioural and neuroscience; we’ll look 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.

Some new themes for 2019 are: 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

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

09:20

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

09:40

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 organization?
  • How is data driving innovation in your company?
Daniel Chapman, Managing Director, Products and Solutions, Havas Group Media

Speakers

Daniel Chapman

10:20

Coffee break

Connected campaigns and Addressable advertising

10:50

‘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’ iIncreasing 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

11:10

Best use of connected data - NCS: Unstoppable Me

11:30

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

Chair

Jon Watts

Speakers

Harry Harcus

Behavioural science’s impact on advertising

12:10

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

12:30

How neuroscience differs from traditional market research and measures conscious vs subconscious responses

12:50

Lunch break

The future of audience measurement

13:50

The future of currency measurement: a global perspective

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

How geo-location is changing advertising campaigns

16:10

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

16:30

The benefits of creating bespoke voice assistants

16:50

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?

17:15

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
    Daniel Knapp

    Associate Director, MTM

  • Speaker
    Jon Watts

    Managing Partner and Co-Founder, MTM

  • Speaker
    Richard Marks

    Director, Research The Media

  • 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
    Harry Harcus

    Managing Director, Finecast

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Speaker

Catherine Cooke

Digital Insights Director, Mindshare

Catherine has over nine years of experience working within the field of social analysis. During this time she has pioneered new social listening techniques and applications for the insights generated. Catherine’s focus has been to bring together analytics and strategy, working to create social listening insights that are useful and can be applied to marketing strategies. In her current role as Digital Insights Director at Mindshare, Catherine has worked on a number of insights projects for clients including Three, high fashion brands and fmcg. She has developed a methodology for identifying and tracking consumer trends using social and search data. Whilst working at Wunderman, Catherine oversaw a social listening programme for Microsoft, providing insights across 12 European countries. She was also part of the team to set up a social newsroom, working with strategists and creatives to directly bring together social insights and content strategy, and track the results.


Articles from Catherine Cooke
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Speaker

Simon Goodall

Global Chief Strategy Officer, MullenLowe Open

Simon Goodall is the Global Chief Strategy Officer for MullenLowe Open, the CX Activation agency inside the MullenLowe Group. Since 2012, he has jointly run the global network of 15 agencies from London. Simon’s passion is applying data and behavioural sciences to creative innovation. He helps global companies such as Unilever, Diageo, Google and Etihad create better customer experiences. He was an early pioneer of shopper marketing, helping to establish Saatchi & Saatchi X in Europe and helping them become MCCA Agency of the Year in 2009. Simon is an occasional speaker and writer on the subject of data, creativity and retail innovation, including: The Big Data Diet, Dubai Lynx 2017, The eCommerce Friction Lab, South by South West 2014 and Smashing Together Data and Technology, Ad Tech 2018. Simon has a Physics degree from Imperial College London which has left him with a love of science and a yearning for truth. He has always been fascinated by the space where art and science meet, where rigour and rationality meet creativity and emotion. He lives by the sea in Brighton but only swims in it occasionally.


Articles from Simon Goodall
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Speaker

Francesca Taylor

Strategist, Government Communications, Global


Articles from Francesca Taylor
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Speaker

David Fletcher

Chief Data Officer, Wavemaker UK

David, with his 35-strong team and 30+ years in the business has won numerous awards for data and research. Part of the original team working on the IPA Touchpoints survey, David has co-authored an IPA best practice guides and training on Evaluating Communications Effectiveness. In 2014, he was awarded with an IPA Fellowship.


Articles from David Fletcher
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Speaker

Christine Shrader

Data Analyst, Mediatel

Hailing from Houston, Texas, having come to the UK to complete two research degrees, Christine is a data enthusiast now spending her days standardising OOH data, creating reports for industry stakeholders, and improving process efficiency. With 5 years’ experience in analysis across industries, and a Kindle library full to the brim with STEM non-fiction, she is keen to share her passion for data technology.


Articles from Christine Shrader
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Justin Sampson

CEO, BARB

Justin was appointed as Chief Executive of BARB in 2012, since when the UK television audience currency has launched multiple-screen audience ratings. His early experience of media was formed in the radio industry, most notably as Managing Director of the Radio Advertising Bureau. While there, he was a RAJAR board director and led the delivery of J-ET, the electronic trading system for commercial radio advertising. He joined ITV in 2004, where he was responsible for relationships with advertisers and trade marketing strategy. He was, very briefly, Chairman of Thinkbox prior to the establishment of its executive team. After leaving ITV, he joined AGB Nielsen as Managing Director of its UK operation. He ensured the business became an effective supplier to BARB before moving to Kantar, where he spent a year working on the post-merger integration of TNS. Immediately prior to joining BARB, Justin was Executive Chairman of ICM Group, a full-service research agency. Justin is a naturalised South Londoner with strong emotional ties to the red side of Liverpool, his wife Rachel and sons, Alex and Tom.


Articles from Justin Sampson
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Speaker

Irena Petric

Managing Director, NOM

Dr. Irena Petric started her career as researcher at the University of Utrecht where she got her PhD in communication sciences. She then joined Cebuco, the marketing and research organisation of the Dutch daily newspaper association. After that she worked as a Marketing and Research director at Reed Elsevier and later at PCM Publishers, a publisher of 4 national daily newspapers in The Netherlands. From 2002 she works as a consultant for media research and marketing. At the same time she became managing director of NOM, the JIC for the Dutch national readership survey. At NOM, Irena was responsible for several technical innovations: the introduction of a new methodology for readership measurement (Specific Issue Readership), the new hybrid fieldwork operation, a measure for advertising reach for newspapers and magazines, the integration of local media into the readership survey, the integration of print and digital audience measurement into total readership etc. Since 2015 NOM is also responsible for the auditing and publication of circulation figures for the Dutch market. Irena lead the merger of the two organisations. Since 2018 she is a member of the team leading the Total Media Audience Measurement project – a unique project in which all the Dutch media currency measurements will be integrated in an efficient, future proof design, resulting in more and better cross-platform and cross-media insights. Since 2012 Irena is the president of European Media Research Organisation (EMRO, www.emro.org). She is also a member of the steering committee of the Publishers and Data Research Forum (PDRF, former Print and Digital Research Forum). She is a speaker at numerous national and international conferences and symposia.


Articles from Irena Petric
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Speaker

Phil Smith

CEO, ISBA

Phil is Director General of ISBA, the voice of British advertisers. His broad marketing and general management career spans packaged goods, grocery retail, consultancy and marketing technology start-ups. He is also the Chair of the Marketing Group of Great Britain. He spent 10 years at Kraft, latterly as Vice President, Strategy for Western Europe. He was Marketing & Trading Director for Kwiksave before joining the board of Somerfield as Group Marketing Director. He joined Camelot, the National Lottery operator in 2002, becoming Commercial and Operations Director before being appointed Managing Director of Musgrave GB in 2007. He was Commercial Director for the 1,000 boat Thames Diamond Jubilee Pageant in 2012. Phil has also worked on a number of early stage and start-up digital businesses, most recently with Ecrebo, the Point of Sale marketing specialist. He has a degree in Classics from Jesus College, Oxford and is married with five children.


Articles from Phil Smith
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Speaker

Shazia Ginai

CEO, Neuro-Insight


Articles from Shazia Ginai
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Speaker

Glenn Gowen

Head of Audiences - Commercial, ITV

Glenn Gowen is the Head of Audiences at ITV and is responsible for trying to make sense of the ever-evolving media landscape. Glenn has over 20 years’ experience within the media industry and in that time has focused on brand, marketing communication, advertising and consumer research. Although Glenn considers himself a rational thinker he supports Tottenham Hotspur.


Articles from Glenn Gowen
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Speaker

Daniel Knapp

Associate Director, MTM


Articles from Daniel Knapp
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Jon Watts

Managing Partner and Co-Founder, MTM

Jon Watts is a Director and co-founder of MTM, a specialist research and digital strategy consultancy. MTM helps clients succeed in fast-moving, digitally-driven markets, providing consumer and market research and analysis, strategic advice and hands-on support to some of the world’s leading brands and organisations. MTM’s recent clients including the BBC, Channel 4, ITV, BSkyB, Bauer, NBCUniversal, Discovery, Viacom, UKTV, BT, Yahoo!, Guardian Media Group, the Government Digital Service, Olswang and the European Space Agency. MTM’s consulting team are advertising industry specialists, with many years of experience advising companies in and around the TV and internet advertising markets, as well as working with agencies, technology providers and media owners in other sectors. MTM helps clients to analyse the impact of new technologies, platforms, networks and devices on consumer behaviour and on the wider ad market. The consulting team also advises major media owners on their growth strategies for TV and video advertising and helps organisations to strengthen and improve their advertising operations and business processes. MTM’s insight team are also leading specialists in ad effectiveness testing, working with market-leading agencies, advertisers and media owners. Jon is a founding Director at MTM, with nearly 20 years of professional consulting. He manages MTM’s digital strategy offering, advising clients on industry developments, strategy and growth, and organisational transformation. He also leads MTM’s programme of engagement with the advertising and media industries. Prior to co-founding MTM London, Jon worked at Spectrum Strategy Consultants for six years, co-founded fathom, and worked as an independent consultant with leading UK media companies, including Virgin, Emap and Pearson.


Articles from Jon Watts
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Richard Marks

Director, Research The Media

Richard provides consultancy to media owners, industry bodies and agencies. He has three decades of experience in media research, encompassing custom research, panels, currency audience measurement and data integration. Before setting up Research The Media in 2012, whilst Global CEO of Kantar Media Audiences, Richard oversaw media measurement in 60 countries around the world. Richard is a regular speaker at international media conferences and is also Research Director for ASI (Advertising Seminars International). He is a media industry commentator for Mediatel Newsline and a regular blogger on media issues at www.researchthemedia.com. He can be found on Twitter @Richardmlive.


Articles from Richard Marks
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Speaker

Phill Palmer

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

Phill learned his trade in network (iProspect and MediaCom) before making the move over to Total Media. Since joining he has been the driving force behind creating behavioural products and approaches to deliver actionable insights into human behaviour. These approaches feature technologies such as biometrics, psycholinguistics and emotionally informed natural language understanding to gather a depth and breadth of data that is truly unique within the industry. This has culminated in him leading Behave, Total Media's Behavioural Consultancy offering.


Articles from Phill Palmer
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Speaker

Daniel Chapman

Managing Director, Products and Solutions, Havas Group Media

As Managing Director of Product and Solutions, Dan is responsible for developing Havas Group Media's technology and data solutions. Dan has over 20 years’ experience within the media industry, 18 of which have been spent in digital, data and tech. With a career that has seen him working on the client, agency and publisher sides of the business, he has a comprehensive understanding of many business models and how to optimise them in the world of data, digital and tech. A graduate of psychology, Dan’s modus operandi is ‘to make data people’. Dan believes that data and tech alone are not the answer. He works collaboratively with Havas Group Media’s comms planning and strategy communities to turn data into real human insights that fuel planning, execution and measurement.


Articles from Daniel Chapman
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Harry Harcus

Managing Director, Finecast

Harry Harcus is UK Managing Director for Finecast. Finecast is a leading addressable TV company which enables advertisers to precision target viewers across on-demand, linear and live streaming TV environments. Harry heads up the UK division and leads on the strategy and day-to-day management of Finecast and its teams. Prior to Finecast, Harry held the position of UK Managing Director of Xaxis, GroupM's programmatic media arm, since early 2016 and in 2018 assumed responsibility for Xaxis’ Pan-Regional business from the London. During his eight-year tenure working in the GroupM Digital team, he initially took the role of Digital Operations Director where he led a team focused on developing and launching new in-house digital advertising technology and service offerings. Before joining GroupM in June 2011, Harry built up a significant breadth and depth of experience working at a senior level in technology and operations across the digital media space including The Guardian, AOL/Ad.com and Time Inc. UK.


Articles from Harry Harcus

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IET, Savoy Place, London, WC2R 0BL

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

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