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: Sue Elms, Consultant, Skin the Cat

  • 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, law as of May 2018
    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

10.40 Case study presented by DVJ

  • Optimising Brand Strategy and Media investment
    Growth is the most important KPI when determining marketing success, and if we don’t measure, we can’t optimise. But we make a lot of mistakes in research and fail to learn from the academic and scientific world.This presentation (with examples from our client Efteling – one of the largest amusement parks in Northern Europe) shows how we combine academic knowledge, research expertise and consumer surveys with external data to tell a data driven fairy tale which helps to optimise media and brand strategy.
    Simon McDonald, Managing Director, DVJ Insights

11.05 Case study presented by Toluna

  • Machine Learning: digital tracking and going beyond survey questions to get answers
    Machine learning is a concept that has long been applied to many industries that need to use predictive data, and has been used for some time in the online advertising industry.  Hear how AI can benefit survey research by lessening respondent burden: learn from case studies demonstrating the successful application of machine-based learning and explore other ways to gather data to improve insight generation.
    Mark Hullums, VP Digital Solutions, EMEA & APAC, Toluna

11.30 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
  • People-Based Attribution
    Igor Skokan, Marketing Science, Facebook
  • PANELIST: Donald Hamilton, Business Development Director, Research Now

12.15 From Impressions to Real People
Jacob Lachmann, CEO, Audience Project

12.20 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

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

  • Harnessing innovation, AI and machine learning
    Amir Malik, Digital Marketing Expert, 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, European Director, the Innovation Group, J. Walter  Thompson
15.15 Refreshments and networking

  • One to one meetings with game-changing suppliers
  • Case study presentations showing new media and research tech solutions in action

15.20 Case study presented by GlobalWebIndex

  • Audience Targeting Validation: Giving you the confidence you’re reaching the right audience
    The recent debate brought to the fore by some of the world’s biggest advertisers about the incredible levels of waste in digital ad spend has everyone in the industry thinking about how they can be sure they’re reaching the right audience. In this case study presentation, GlobalWebIndexand Happyfication showcase how they were able to validate advertising reach for a financial services client.
    Ali Little, CEO, GlobalWebIndex
    Antonia McCahon, CEO, Happyfication

15.50 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, Dentsu Aegis Network
  • How to fuse multi-disciplinary skills to create an effective analytics and insight team
    Amanda Wigginton, Group Customer Strategy Director, Time Inc
  • 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
  • A case study in co-operation: MediaHouse, bringing together researchers and analysts across all industry JICS in The Netherlands
    Irena Petric, Managing Director, NOM
  • PANELLIST: Nicky Owen, Advertising Specialist, Credit Suisse

16.50 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
    Ian Dowds, CEO, UKOM
    Mark Greenstreet, Chief Research Officer, Dentsu Aegis
    Richard Reeves, Managing Director, AOP
    James Wycherley, CEO, Insight Management Academy
    Amanda Wigginton, 
    Group Customer Strategy Director, Time Inc

17.30 Networking drinks
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