Data-driven Marketing Forum 2016

Vertical Leap has been leading the way in search marketing for over 15 years, pioneering innovative techniques that help our customers achieve maximum online visibility. We have developed our own diagnostic analytics software, Apollo Insights, which provides our search experts with thorough intelligence about your website. This means we can produce highly-effective strategies that make more efficient use of your budget and get faster results. We are a RAR Top 100 agency.

• Transforming data literacy within the organisation
• The advantages of making data open to all across the business
• Building strategic and operation capability
• Linking technical specialists to deliver commercial results

Andrew Mann, Former Customer Data Director, The Co-operative

• Having a data story is just as important as data science
• How do you create a data story
• Common misconceptions
• Opinions matter: thoughts on emerging developments

Shaun Pitman, Head of Data Strategy, British Gas Business

• Recognising the potential of data for future marketing communications campaigns
• Identifying technologies that will dictate the future trends in data-driven marketing communications
• Choosing the tools of data-driven marketing campaign that will stand the test of time

Simon Metcalfe, Head of Customer Analytics & Data Planning, Royal Mail Andrew Mann, Former Customer Data Director, The Co-operative Group Jadis Tillery, Group Digital Director, Oakley Capital Limited

• How to use data to develop engaging content your prospects want to read
• Making better search decisions with breadth of data
• How algorithmic analysis can overcome data overload

Chris Pitt, Head of Marketing, Vertical Leap

• Navigating the analytics and insight challenges of moving from a Public to a Private company
• Putting data mining/predictive analytics at the heart of a CRM communications strategy
• Overcoming the hurdles of B2B data
• Driving future data/technology roadmap development to meet the challenges of tomorrow

Simon Metcalfe, Head of Customer Analytics & Data Planning, Royal Mail

• How big data analytics challenges data protection
• Tools to help compliance
• Ethical approaches to big data

Carl Wiper, Senior Policy Officer at the ICO, Information Comissioner’s Office

• How the digital business at RBS moved from a fireworks culture to one where data is the currency of success
• Why do you need Superstar DJs?
• What have they been up to?
• What’s their next track?

Ali Latif, Digital Analytics Manager, Royal Bank of Scotland

• Econometrics to measure marketing impact on sales and brand metrics
• Test & learn to validate econometrics, improve paid search targeting, and personalise email communications

Tim Johnson, Senior Econometrician, MoneySuperMarket

Christopher Combemale, Group CEO, Direct Marketing Association

Chris is the CEO of the DMA Group, comprising the DMA, IDM and TPSL companies. Chris is a dual French/US citizen with over 35 years advertising and 1 to 1 marketing experience in Europe, the USA and Asia/Pacific including senior roles at client, agency and technology companies. From 2000 to 2009, Chris developed Email vision into Europe’s leading email service provider (ESP) in his dual roles of Chief Operating Officer and UK Managing Director. Email vision has subsequently been rebranded as Smart focus. Chris launched his career in New York with Young & Rubicam and his 12 years at Y&R included founding the Wunderman office in Singapore in 1992 and managing the Wunderman office in Hong Kong. Chris moved to London in 1994 as European Media Director for Franklin Mint and created his own on-line catalogue company (Living Heritage) in 1998.

Andrew Mann, Customer Data Director, The Co-operative Group

Andrew is an Omni-channel Customer/Marketing Director with a consistent record of breakthrough commercial success within data driven marketing, brand development and loyalty/CRM strategies. A data driven commercial leader who is passionate about innovating and transforming the customer experience & driving customer numbers and L4L growth. Identifies heart of the commercial challenge, making complexity clear, and develops customer led solutions to solve commercial challenges. His broad experience includes Cadbury Schweppes plc, The Coca-Cola Company , Clubcard Director at Tesco plc, Insight & Loyalty Director at Sainsbury’s plc and recently Customer Director/ Customer Data Director at Coop. 

Shaun Pitman, Head of Data Strategy, British Gas Business

Shaun joined British Gas Business in 2003 as Head of Data Strategy having spent more than a decade leading data functions across consultancies and advertising agencies in London. He is currently responsible for overall customer data strategy and recently led and completed a 2 year transformation programme delivering joined up capabilities and solutions across data management, customer insights and customer engagement. Outside of British Gas Business, Shaun is a member of the DMA Data Council and is a well seasoned judge for the UK Data Story Telling Awards.

Simon Metcalfe, Head of Customer Analytics & Data Planning, Royal Mail

Simon is a highly respected technical marketing expert with over 15 year’s experience of working with companies to help develop and deliver high-end analytical and database marketing strategies and solutions. Having previously worked as a consultant for both SPSS and SmartFOCUS as well as agency side, in 2006 Simon set up his own consultancy business providing analytical and database marketing services both direct to clients and via 3rd party marketing agencies and bureaux’s, specialising in the retail, financial services, telecommunications, B2B, e-commerce, FMCG and Charity sectors in both the direct and digital marketing functions.  He joined Royal Mail initially as a contractor in December 2013 before moving into a permanent position on the Central Marketing management team in December 2014 where he is now responsible for the customer analytics, data planning and campaign management delivery functions.

Carl Wiper, Senior Policy Officer at the ICO, Information Comissioner’s Office

Carl Wiper has worked at the Information Commissioner’s Office since 2010. He is a Senior Policy Officer in the Policy Delivery department. He is currently working on a number of policy issues in relation to data protection and freedom of information, including big data, open data and outsourcing. He worked on the ICO’s discussion paper on Big data and data protection. Before joining the ICO, he was an information manager in local government, and his career has been spent working in information management and research in organisations in the public, private and third sectors.

Manu Kumar, Head of Data Science, Vodafone

Data Science Leader with 15 years of experience in blue chip companies and silicon valley startups. Interests are in applying cutting edge Machine Learning techniques to disparate data sets to find investment and opportunity areas for businesses. Currently Head of Data Science for Vodafone Global Enterprise with responsibilities across 50+ countries globally across the enterprise portfolio.  

Tim Johnson, Senior Econometrician, MoneySuperMarket

Tim Johnson is Senior Econometrician at MoneySuperMarket, one of the UK’s largest digital businesses. He works in a team of data scientists, statisticians, insight analysts and customer marketing specialists, putting customers at the heart of MoneySuperMarket’s decisions. Tim joined MoneySuperMarket in 2015 from Ninah Consulting, Zenith Optimedia’s marketing effectiveness consultancy. Tim spent 3 years modelling media mix, testing creative and optimising media plans to improve marketing ROI for O2, RBS, General Mills and Nestlé. Previously, Tim managed advanced analytics projects for Harris Interactive, a full service market research agency. He holds an MSc in Organisational Psychology from Manchester Business School.

Chris Pitt, Head of Marketing, Vertical Leap

Chris is Head of marketing for Vertical Leap.  He has worked in sales and marketing roles across many different industries.  Before working for Vertical Leap, Chris was the marketing manager for a group of tax, accountancy and payroll companies. It was in this role that he discovered the opportunities that digital and technology offered to marketing.

Jadis Tillery, Group Digital Director, Oakley Capital Limited

Passionate about social media, Jadis combines a strategic vision with leading edge technology to create next generation branded content experiences online. She has 16 years experience in marketing and worked both agency and client side, so understands the challenges both face when creating powerful marketing campaigns. She has been a trusted advisor to celebrities, luxury brands, media outlets, producers and venture capitalists. She has a particular focus on digital transformation within large global organisations to maximise the use of digital data for consumer personalisation. Jadis is a UK Advisory Board member of the Branded Content Marketing Association. She is a regular industry speaker, TV commentator and guest lecturer on Social Media, Content Marketing, Branded Content and Celebrity.

Ali Latif, Digital Analytics Manager, Royal Bank of Scotland

Ali started as a data consultant with BAE Systems then moved client side to work at RBS. During Ali’s time at RBS he has developed and lead the optimisation programme known as Superstar DJs, inspiring change throughout the business he is a Superstar Producer enabling the business to become more data driven. Ali’s educational background is a bachelors in Physics and a masters in Financial Economics.

Celia Wilson, Head of customer data analysis, Guardian News & Media

Celia is a leading customer data specialist, managing the award-winning Guardian customer data management and strategy over the last 18 months. The emphasis is on promoting a customer-focussed culture, encouraging colleagues across departments to build audience needs into their decision-making. This enables the Guardian to continue driving value from readers during a challenging time in the publishing industry. Before joining the Guardian in 2014, she co-founded and managed a small but highly respected analytics agency, and has extensive experience across both traditional and innovative digital organisations, including Royal Mail and Skype.