Data & Insights

• Preparing to succeed – how planning multiple digital strategies is key in ensuring an on-demand and flexible approach to solutions.
• The importance of being reactive to keep audiences engaged.
• Empowering the team through experimentation and analytics to challenge market trends and enable growth.

In this case study from the Financial Times, our speakers will share their journey of how they transitioned onto a new marketing and customer data platform. They will cover the data transformation, and how it revolutionised marketing capabilities at FT. 

– The importance of quality customer data
– Targeting and segmentation of marketing messaging based on user profiles and behaviours
– Engagement and retention techniques
– Key KPIs for tracking and measuring success
– Campaign case studies from Investors’ Chronicle

• Knowing where to start in understanding data for effective target marketing.
• Collecting intelligent data – knowing what data to action and how to make strategic decisions from these insights.
• Current barriers in effective target marketing including data errors, stale data and internal data silos.

• Turning insights into impact – democratising data to action insights which aids in the customer-centric approach to marketing.
• Reviewing the importance for brands to be transparent about data, their processes and how it affects the end-user.
• How combining customer-centric and data driven approaches creates a sweet spot for optimised strategies.
• Leveraging the advantages of having a customer-centric approach including the opportunity for continuous feedback driving improvements and building long-term relationships.