Data-Driven Marketing Forum 2016 – Webinars


A streamed audio file and slide presentations from the conference.

Fifteen sessions recorded live at the event.

SKU: MC002-00 Category: Tags: ,


Type: Presentation recorded at conference
Format: Clickable slide presentations plus streamed audio file only
Duration: 15 sessions – varying lengths

Where to find the presentations

Once you have paid, login and then return to this page.  A tab will appear above with links to the presentations.


Learn to understand and use marcomms data effectively

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.

Why you should attend this event:

  • Understand how to generate and collect valuable data
  • Realise the potential of big data and assess your data analytics skills
  • Develop a data-driven communication strategy
  • Determine how to harness a content marketing strategy by making use of data
  • Learn how to navigate a data-driven strategy in the digital and mobile environment
  • Discover how to make the best use of wearables and the ‘Internet of Things
  • Evaluate data and its effects on your marketing communications strategy

This event is for you if you are a:

  • Chief Marketing Officer
  • Marketing Director
  • Head of Marketing Department
  • In-house Marketing Specialist
  • Head of Brand
  • Customer Data Director
  • Head of Customer Analytics
  • Head of Data Strategy
  • Communications Experts
  • Senior Marketing Manager



Session 01: Chair’s opening remarks

Chris Combemale, Group CEO, Direct Marketing Association

Session 02: 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, Former Customer Data Director, The Co-operative

Session 03: 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

Session 04: Questions and discussion with the speakers

Session 05: 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
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

Session 06: 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

Session 07: 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

Session 08: Questions and discussion with speakers

 Session 09: Knowledge share networking

Round table discussions with your peers to share solutions to your key data-driven marketing challenges

Session 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

Session 11: Evolve or Die: Creating a Data Driven Culture

This session discusses how, as media outlets need to find additional revenue streams over and above circulation and advertising, they are increasingly examining how to attract and build up reader revenues. This requires media owners to use data and analytics to develop a closer relationship with their readers and better understand their propensity to buy a variety of products and services.

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

Session 12: Questions and discussion with the speakers
Session 13: 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?

Ali Latif, Digital Analytics Manager, Royal Bank of Scotland

Session 14: 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

Session 15: Questions and discussion with speakers


Selected Speakers biographies:


Andrew Canter Andrew Canter, Global CEO The Branded Content Marketing Association

Andrew is amongst the leading practitioners in branded content and has over 25 years experience working in marketing communications. He is Global CEO of the BCMA (Branded Content Marketing Association), the global industry body for branded content practitioners.

Andrew is co-author of the academic study, “Defining Branded Content For The Digital Age” and eBook series, BOBCM (Best of Branded Content Marketing) which has been successfully launched on iTunes and other digital platforms.

He lectures in Branded Content Marketing and regularly speaks at international conferences and has been on many industry award judging panels. He is also a member of the Brand Entertainment Cristal Academy and is Chief Content Officer (CCO) at Global Living Brands (GLB), an integrated branded content marketing agency.

Adrian Hardy Adrian Hardy, Head of Marketing BT Global Services

Though Adrian’s degree was in Computer Science, his career quickly moved me to Marketing, where he has spent the last 20 years. Adrian really enjoys the complexity of the challenges of marketing within blue-chip companies, the endless variety and working at the leading edge of marketing transformation.

Adrian’s computing background has always driven him love of data, statistics and process. He has taken this forward into his marketing career, where he has been responsible for developing new ways of getting better results from marketing campaigns. Over the last 10 years, Adrian has developed a number of methodologies and systems around customer engagement, relationship nurturing and pipeline forecasting, which have provided a solid foundation on which to develop marketing automation.

Andrew Grill_150x150 Andrew Grill, Global Managing Partner IBM Social Consulting

Based in London, Andrew is an internationally renowned thought leader in the fields of social business, digital transformation and social media networks. Currently, Andrew is the Global Managing Partner and leads the IBM Social Consulting practice, advising key IBM clients around the world on their digital strategy.

Previously, Andrew was CEO of leading social influence platform Kred, and presents at international conferences on a regular basis, while maintaining a well-read blog at about digital transformation and social business trends.

James Turner James Turner, Head of Communications Greenpeace International

James is the Head of Communications for the Arctic campaign at Greenpeace International. After working in political journalism for six years, he made the shift to Greenpeace and hasn’t looked back. James oversees Greenpeace’s flagship “Save the Arctic” campaign, attracting over seven million new supporters in three years. He has pioneered the use of creative communications to unsettle large corporate relationships, most notably in breaking a 50-year partnership between Shell and the toy company LEGO.

He’s also trekked to the North Pole with a group of youth ambassadors to plant a flag for the future at the top of the world. His passion is in finding ways for people in advertising, filmmaking and design to plug into issues like climate change or consumerism. He believes that we must find new ways to talk about these big issues that feel relevant to people outside the ‘Guardian bubble’ and start to make sense to younger people, especially.

Matt Cory Matt Cory, Managing Director of Sparks Telegraph Media Group

Matt runs Spark, the digitally-led sponsored content team of 100 plus for The Telegraph. Spark launched in Feb 2015, as a digital-led branded content business, with the strapline ‘data, insight, ideas’.
Previously Matt headed up all client relationships for Coast, a multi-award winning content agency. He was looking after client relationships as broad as Exon and J&J, Canon and Toyota, on distribution platforms from Facebook to Sky to National Geographic. Matt was also Global Account Director at Starcom – he ran the Johnnie Walker and Lego accounts globally. He was overseeing content production and distribution in over 110 markets globally.

Paul Morris 150 Paul Morris, Head of Digital & Social Media The Co-operative

Having worked in Digital for 14 years Paul has called The Co-operative Group home for the last 3+ years. Paul’s role sees him heading up Digital and Social Media to develop strategy, plan activity, execute and optimise activity for The Co-operative Group & aid The Co-operative’s business units & functions.
Before The Co-op Paul has experience of working both client and agency side with brands including Wickes, Laterooms, Silverstone, Intercontinental Hotel Group, Cash Generator and Park Resorts.

Jane Clancey Jane Clancey, Head of Global Brand Amnesty International

Jane began her career in FMCG marketing with companies including Manor Bakeries and Asda.
She spent 11 years working for the BBC in a variety of brand, content and insight roles before joining Amnesty International last year.

As Head of Global Brand and also through a recent secondment as Director of Global Content she is responsible for facilitating best practice with local country teams and leading the creation of content materials that will deliver on the brand promise of inspiring people to take injustice personally, linking them up to campaigns they want to get involved in.

Laura Scarlett Laura Scarlett, Interim Data Director TimeOut Group

Laura has spent the last 25 years in the ever-changing world of data-driven marketing, working first agency-side at Wunderman and Dunnhumby, then at a variety of top brands including BA, John Lewis Partnership and The National Trust.
In the last few years she has been responsible for the implementation of analytics & marketing tools like Tableau and Adobe Campaign and various types of customer database. Laura’s wealth of experience attracts transformation roles and there’s nothing she enjoys better than a good change programme! She believes that now it is technically possible to treat customers as individuals, then it is marketers duty to do so, and they won’t regret it – simply because relevance always works.

Raluca Efford Raluca Efford, Head of Digital & Social Engagement Direct Line Group

Raluca leads the digital and social strategy for Direct Line Group’s portfolio of brands and is responsible for driving trading performance, editorial content and digital innovation. Her mission has been to embed a digital first culture within marketing and to drive the imperative for social within the business. Raluca has developed new ways of working, capability programmes and operating structures to support this.
Prior to joining Direct Line Group in 2012, Raluca worked in media agencies and was responsible for developing digital comms strategies and leading big agency initiatives such as programmatic adoption and paid social advertising.

 Alistair Welham Alistair Welham, Head of Marketing AXA Wealth

Alistair leads marketing for AXA Wealth in its ambition to become the UK’s preferred Retirement Specialist in the wealth management sector.
His career began with Bristol & West Building Society, seeing him rise to become Hamptons International Marketing Director, and bringing about the re-invigoration of this historic brand.
Moving sectors he led the nationwide expansion of CarLand car supermarket chain and launch of Mercedes-Benz Direct, before returning to financial services bringing Derbyshire, Cheshire and Dunfermline Building Societies together with Nationwide Building Society, and launching Virgin Money following its acquisition of Northern Rock.