Will Scully-Power


SPEAKING: at Ad:tech Sydney 9-10 March 2011
February 7, 2011, 3:25 am
Filed under: #mktgcloud, Datarati, Marketing Automation, Marketing Cloud | Tags:

What does a data-driven organisation really look like?

Campaigns can begin with a big creative idea, a key message, a manifesto to use a new channel. Sometimes the starting point can be to use one of the organisation’s most powerful resources: its data. In the Information Age the quantity, quality and capability of your data can be a significant differentiator. If you know how. 

  • How does the paid, owned, earned, borrowed environment change your campaign objectives and capabilities?
  • What data sources can make a difference? How can you create original campaigns and generate original activity through your inventive use of the data and insights that you have available?
  • What is current best practice to resource data and analytics management?
    • What are the advantages / disadvantages of separating strategy and execution?
    • What are the advantages / disadvantages of outsourcing data management?
    • Who is best placed to ‘lead’ data management: client marketer, client IT, agency, providers?
    • How can budget be more strategically managed: before, during, after the campaign?
  • What insights are you actually trying to drive through your data strategy and management?
  • What is the value of non traditional ROI – what can your data and analysis teach you about your campaign, brand and consumers?
  • Reviewing examples of data success
    • NFP
    • Public service
    • B2C
    • B2B
  • More: http://www.ad-tech.com/sydney/adtech_sydney_speakers.aspx?Spkid=2781

 

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