Data-driven Marketing Forum 2016 – Presentations


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Developing a personalised and engaging marketing communications strategy requires different tools and solutions. One of the most important issues for marketers today, although still not fully recognised, is data. In the world of the ‘Internet of Things’ where reality becomes a tangled web,distinguishing useful and valuable data is a considerable challenge for marcom professionals.

Separating valuable data from useless noise is only the beginning of developing an engaging strategy. The Data-driven Marketing Forum 2016 will give you an exceptional opportunity to discover the plentiful possibilities of using data in marketing communications. During this event you will have the opportunity to learn from the leading UK and global marcom specialists who are well versed in putting data at the heart of their award-winning communications campaigns.


09:00 Coffee and registration
09:30 Chair’s opening remarks Chris Combemale, Group CEO, Direct Marketing Association
09:45 Data is not difficult: Aligning everyone in the organization around data ⊗

  • 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, Customer Data Director, The Co-operative

10:10 The Art of Data Storytelling

  • 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

10:35 Questions and discussion with speakers
10:45 Panel discussion: The future is now – overcoming the biggest challenges of data-driven marketing communications

  • 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
11:15 Refreshments and networking
11:35 Data-fuelled-growth: leveraging massive data to crack global growth

  • How can we harness the potential of very large data sets to drive business growth?
  • How do we build for both flexible and scalable data pipelines?
  • How do we use this to compete in the fast moving mobile economy?

Mike Hayde, Director of Business Insights, Skype

12:00 The power of data in search marketing

  • 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

12:25 Questions and discussion with speakers
12:35 Lunch and networking
13:20 Knowledge share networking Round table discussions with your peers to share solutions to your key data-driven marketing challenges
13:50 Penny Black to NBP – a 500 year Journey

  • 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

14:15 B2B opportunity identification for Marketing in the age of Big Data

  • What data you need to capture
  • Using this information to draw valuable insights
  • How to maximise the potential of data

Manu Kumar, Head of Data Science, Vodafone Global Enterprise

14:40 Questions and discussion with speakers
14:50 Refreshments and networking
15:10 Big data: the data protection challenge 

  • 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

15:35 Measuring the success of data-driven marketing strategy 

  • 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

16:00 Superstar DJs – Building a culture of test and learn

  • 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?

Matthew Harwood, Senior Digital Analyst, Royal Bank of Scotland

16:25 Questions and discussion with speakers
16:35 Chair’s closing remarks and end of conference Chris Combemale, Group CEO, Direct Marketing Association



Chris Combemale 150 x 150 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 150x150 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.

Simon Metcalfe 150x150 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.

Shaun Pitman 150 x 150 Shaun Pitman, Head of Data Strategy, British Gas Business
Shaun joined British Gas Business in 2003 as  Head of Data Strategy having spent nearly a decade working within the world of data and marketing, both supplier and advertising agency side. More recently, Shaun has become responsible for overall Customer Data Strategy, Energy Analytics and SMART Data capabilities. Outside of British Gas Business, Shaun is a member of the DMA Data Council and is a “seasoned judge” for the Data Strategy Awards.

Awaiting portrait Mike Hyde, Director for Data and Insight, Skype
Mike Hyde is the Director for data and insights at Skype, and manages one of the worlds very large consumer data sets. To do this he has built an end to end data team which comprises data science, business analysis, data architecture and data quality. Prior to working at Skype, Mike has run management consulting teams specialising in data analytics in a broad set of industries for the previous 15 years. The focus of this effort has been on the intersection of data and business impact.
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Carl Wiper 150x150 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 150x150 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.
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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.

Matthew Harwood_150x150 Matthew Harwood, Senior Digital Analyst, Royal Bank of Scotland
Since graduating Matthew has been involved in the Customer Analytics and Decisioning function of RBS. Originally joining RBS as a placement student while at university, where he was offered a full time role upon completion of his degree. From here he gained experience within multiple functions, initially within Products Analytics before moving to the then newly formed Digital Analytics team. More recently he has been creating a test and learn culture across the Direct Bank.
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Chris Pitt_150x150 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.



Vertical Leap 300
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.