Data & Insights

This opening session from writer, researcher and advisor Dr Geraint Evans is designed to be a primer on the key data and insight concepts your company needs to be working on right now to survive in the future. According to IDC, global spend on Big Data and analytics may reach $215.7 billion in 2021; what did your company invest?

This interactive session will go over key trends and important terms digital marketers need to be aware of:

• The key technologies that marketers need to be implementing NOW.
• Why data-based marketing automation is more important than ever in reaching consumers post pandemic.
• Why investing in AI, data science and analytics is so crucial to growth.
• Why the likes of Gartner are already taking about the Shift From ‘Big’ to small and wide data.

When it comes to understanding trends, it’s far more about coming to grips with the movement of conversations versus snapshots in time. Learn best practices on how to identify trending topics of conversation, find emerging niche areas of the market, and identify which companies are already playing in those market areas.

Using a large beverage company who wanted to analyze trends in the Cannabis-infused beverage category as our example, you’ll learn how to:

• Identify unmet market segments and consumer needs that may represent an opportunity for new products
• Uncover what consumers are really interested in and distinguish between longer-term trends and fads
• Gain competitive intelligence to perform additional research so that the company can find differentiators and track competitors over time

• The key strategies that marketers need to implement in 2022
• The change we face in the next 6-months in consumer trends and how this will impact campaigns
• Privacy-first policies and the impact on marketing & advertising
• Reviewing the big picture in data landscape changes and how it evolves for the better

Humans are built to bond. It’s an inherent part of our condition. But what is it that really binds humans together? Michael Coden, Head of Marketing at AI-Powered Brand Management Platform, ProQuo, will discuss how through the lens of neuroscience, human science and technology, we can deeply dissect the composite parts of a Relationship. He’ll also explain why relationships between two people are no different to the relationships between people and brands. Join this session to discover a framework for understanding your brand’s relationship with consumers, which 1,000s of marketers are using today to grow their brands with certainty

In just 10 minutes, you’ll take away:

• A framework for understanding your brand’s relationship with consumers.
• An action-plan for your brand to strengthen customer loyalty.
• A process for optimizing your brand-to-consumer relationship, in real-time.

With an ever-shifting landscape and fierce competition, it has never been more important for digital marketers to have the data they need to make quick, informed decisions that drive engagement, effectively move customers through the funnel, and support brand growth.

During this session with Momentive, the maker of SurveyMonkey and GetFeedback, we’ll examine how you can use feedback to:

• Go beyond clicks and conversion rates by using surveys to dig into how customers think and feel about your brand and competitors
• Quickly pressure test ideas so you can prove to stakeholders why your idea is in fact, a great one
• See what messages, creatives, and channels will resonate most with your target and drive purchase behavior and loyalty, and hit your KPIs
• Understand how consumers interact with your brand online and establish a feedback loop to improve the digital experience

Confidently inform and measure marketing strategy throughout the funnel and customer journey

So, you’ve implemented all the latest mar-tech but it doesn’t seem to have improved anything. You’ve spent a lot of time (and money) but where is the value? In this session, the panel will discuss where the fault lies – is it in the technology that promises so much or fails to deliver? Is it staff who lack the key skills required to make the most of the data revolution? Or is it with the company itself and the lack of the culture?

Key topics:

• What problems can technology solve (and what problems can it not)?
• What does a data-driven culture mean and why is it important?
• Hire or upskill? What role do employees play in getting the most out of data?

• Getting a better understanding of how to assess your current digital strategy
• Learning how email marketing and automation can benefit every stage of your client journey
• Setting up a plan to improve conversion rates and support your retention efforts 
• Designing powerful email campaigns and effective scenarios that convert

What will you learn?

Discover how to convert leads and retain customers throughout their lifecycle by successfully developing brand attachment! During this session, you will understand the opportunities email marketing and automation offer to grow your business in a sustainable and future-proof way, by supporting your marketing and sales activities at low effort!

• Exploring the importance of customer-centric approaches to strategies in marketing and remaining relevant to your customers
• How to truly understand your customers with insights & data-driven approaches
• Reviewing the importance for brands to be transparent about data, their processes and how it affects the end-user
• The impact wider afield – marketing, sales, product, and insights departments

In this session we will look at the ever growing “metaverse” and help delegates understand what it is, and crucially, what it isn’t. Giving insights into how Web 3.0 Technology is going to change the way we work, meet, learn and develop and the expectations of the next generation of workers. As we emerge from the pandemic we will look at the impacts that COVID has had on our ways of working and where technology like AR, VR, NFTs and Voice tech could change our workplaces in the future.

Data is the new lingua franca of marketing and not only are brands becoming more demanding when it comes to detailed data and analytics, they are also increasingly more data-savvy in their own right with many businesses moving this function in-house. So where does this leave agencies and how can they continue to provide the most amount of value to their clients?

Adverity’s Mitesh Lakhani speaks with Managing Director of Core IE, Ronan Brady, on how agencies can up their game when it comes to data.

Key topics:

• How are client expectations around data changing – and what does this mean for agencies?
• How can data be best used to innovate and deliver more value to clients?
• What role does company culture play in becoming a more data-driven agency?
• Hire or upskill? What role can employees play in all this?
• If money were no object what would be your first move in the ad tech space?

• Importance of data in the success of businesses in 2022
• Insights around the significance of data in today’s world
• How the pandemic made us use Intent Data?
• What is Intent Data?
• What were the problems we faced with AI extracted Intent Data?
• How LeadsIntel was born
• How is our data different?
• Case study n how we add value to our customers- How we made Sales & Marketing more effective for our customers.

• Overviewing latest technologies & how marketers should be using them this year
• The challenges we face as marketers with data and insights. How should we prepare for the changes ahead?
• Transformation of teams and how to lead your marketing strategy in 2022
• The changes in consumer behaviour brands face in the post-pandemic era

A cold weather front, public health misinformation, and “Tiger King” could not be more different types of emergencies and cultural phenomenons, but these fast-changing events demonstrate how brand campaigns evaluated through real-time media monitoring produce a wealth of measurable data that can change outcomes even within the course of a single day.

NewsWhip’s CEO Paul Quigley will describe three case studies on the advantages of using real-time media monitoring. We’ll demonstrate how to:

• Quickly perceive situations that threaten company reputation
• Use real-time data to understand critical moments, in context of all the news
• Compare similar incidents to establish benchmarks of public vs. media interest
• Predict the impact of an event while it’s unfolding
• Persuade stakeholders to take action when it’s warranted

Listening to and understanding your audience in the moment has never been more important. Access to real-time consumer insight can not only help brands keep a pulse on the changing attitudes of their target audiences but can also lead to better decision-making all around. Better yet, it’s transforming the way brand marketers execute and measure campaigns.

Join this session to hear how programmatic tech is moving beyond just the streamlined delivery of digital ads to truly revolutionize the way brands access and gather consumer insight, measure performance, and ultimately create campaigns that deliver a real impact.

Key Takeaways:

1. Discuss the key considerations for better campaign measurement, including affording advertisers the increasingly crucial ability to optimise campaigns mid-flight and understand performance in real-time.
2. Show how market research and brand lift studies specifically can be the answer to the brand lift measurement conundrum, demonstrating through partner and customer examples, when fully adopted and incorporated at the heart of the ad strategy.
3. Unpack today’s challenges with measurement and discuss the core reasons as to why attitudinal measurement is critical to understanding impact and success

The use of personal data in data-driven marketing provides consumers with the opportunity to live better, consume better, and be more sustainable. But the emergence of privacy laws seeks to balance the customer’s right to privacy with the legitimate interests of companies wanting to serve them, a reality backed by strong data from the Global Data & Marketing Alliance’s (GDMA) latest research, which reveals that over half of surveyed consumers (53%), across 16 countries, agree that the exchange of personal information is essential for the smooth running of modern society. This outcome is one of many, which our panel will delve deeper into, showing a notable decline in levels of online privacy concern, alongside rising public awareness and acceptance of the role data exchange has in the digital ecosystem. Building on these results, we will explore the interconnection between data marketing, consumer trust and privacy regulatory requirements, as well as GDMA’s 7 Global Privacy Principles, which establish a unique framework to ensure organisations across the globe value privacy based on consumer trust through serving each individual with fairness, transparency and respect for privacy.