The Programme

Audience Analytics & Insight: October 11th 2017


09.00 Welcome and introduction to the day – Sue Elms, Consultant, Skin the Cat

09.10 Solving the  problem with Insight. How flexible transformation will aid your understanding of audiences

  • Why big bang transformation and investment doesn’t always help answer the question
  • Why the insight you gain in the next couple of weeks can help shape the questions you ask over the longer term
  • What’s the right balance of continuous analytics vs more curious investigation?
    Nick Jones, Head of Digital, HS2

09.30 Managing the data lake: Integrating behavioural and survey data to deliver improved audience insights
SESSION LEADER: Mike Bugembe, Chief Analytics Officer, Just Giving

  • “Data! Data! Data! I can’t make bricks without clay.” [Arthur Conan Doyle, the Adventures of the Copper Beeches.] Exploring the infrastructure & expertise required to create the perfect clay recipe for modern marketing
    Rachel Magnay, Marketing Analytics Lead, Microsoft
  • Asking the right questions of the data – getting back to the “why” rather than just the “what” of customer behaviour
    Simon Edward, Director of Market Development & Insights, IBM Europe & MEA
  • Analytics that generates actionable insight: from retail to MNOs to airline (bricks and mortar); from media planning and targeting to real time digital response
    Prof Peter Grindrod CBE, Oxford University 
  • The key implications of the General Data Protection Regulation
    Richard Lindsay, Director of Legal & Public Affairs, IPA
  • PANELLIST: Mike Read, UK Managing Director, Verto Analytics

10.30 Knowledge and networking session:

  • One to one meetings with game-changing suppliers
  • Case study presentations showing new media and research tech solutions in action: hear from Toluna
  • Refreshments and networking

11.20 Evaluating outcomes Part 1: Attribution, the future of attribution across all media both on and offline
SESSION LEADER: Nick Manning, Chief Strategy Officer, Ebiquity

  • The advertisers’ perspective: attribution in the real world
    Gerhard Louw, Senior Manager, International Media & Digital Transformation,  Deutsche Telekom
  • The agency perspective
    Anton Kopytov, Head of Data &Analytics,GroupM [m]Platform EMEA
  • Attribution models compared, leveraging user level data
    Kathy Dykeman, Director of N Europe & Global Market Science, Facebook

12.10 Evaluating outcomes Part 2: Effective measurement of both ROI and brand value!
SESSION LEADER: Denise Turner, Insight Director, Newsworks

  • The advertisers perspective, the key issues faced on how to build lifetime value while hitting targets
    Billy Ryan, Marketing Effectiveness Manager, Direct Line Insurance
  • Is marketing now all about the fast buck?
    Jonathan Allan, Sales Director, Channel Four
  • Balancing communications’ effects on sales and key equity measures
    Louise Cook, Managing Director, Holmes & Cook
  • PANELLIST: Simon Andrews, Mobile & Digital Expert, Consulting, AdTech & StartUp Mentor, Addictive

13.00 Knowledge and networking session:

  • Lunch and networking
  • One to one meetings with game-changing suppliers
  • Case study presentations showing new media and research tech solutions in action; hear from DVJ and Global Web Index

14.15 Audience applications: new approaches for understanding and targeting consumers
SESSION LEADER: David Brennan, Founder, MediaNative

  • Harnessing innovation, AI and machine learning
    David Billings, Ad Tech Lead, Accenture
  • Learnings from the successful application of artificial intelligence
    Ian Liddicoat, Global Head of Data Technology and Analytics, Zenith Optimedia
  • Leveraging consumer data responsibly
    Marie Stafford, Director of Consumer Intelligence, JWalter Thompson

15.15 Refreshments and networking

16.00 Breaking down the silos: building an organisation to integrate usable measurement and insight across behavioural and research data

  • The talent conundrum – if data specialists are from Mars and research experts are from Venus, how do they talk to and understand each other and work to the same KPI’s
    SESSION LEADER: Mark Greenstreet – Chief Research Officer at Dentsu Aegis Network
  • How to fuse multi-disciplinary skills to create an effective analytics and insight team
    Amanda Wiggington, Group Customer Strategy Director, Time Inc
  • A case study in co-operation: MediaHouse, bringing together researchers and analysts across all industry JICS in The Netherlands
    Irena Petric, Managing Director, NOM
  • Better insights through diversity – how diversity of thought, stimulus, skillsets and data sources beats a one dimensional approach every time.
    Jonny Protheroe, Head of Market Insights UK, Google
  • PANELLIST: Nicky Owen, Advertising Specialist, Credit Suisse

17.00 Key take-aways: what will you do differently tomorrow? 

  • Insight and Analytics leaders will be interviewed on key learnings from the Forum and actions to be taken.
  • PANEL LEADER: Sue Elms, Consultant, Skin the Cat
    Richard Reeves, Managing Director, AOP
    Mark Greenstreet, Chief Research Officer at Dentsu Aegis
    Mike Bugembe, Chief Analytics Officer, Just Giving

17.30 Networking drinks