Wednesday, 21st October, 2015
08:30am - 10:00am
10:05am - 10:30am
Jag Duggal, Senior Vice President, Product Management
10:30am - 11:15am
THE BIG DANGER IN BIG DATA
Les Binet & Peter Field
What drives effectiveness in the long term is in many important ways not the same as what drives effectiveness in the short term: long-term success cannot be built by a series of short-term successes.
Long-term success requires broadly targeted brand-building communications ideally of an emotional nature, which take time to take effect, but bring broad and highly valuable commercial benefits such as pricing power and year-on-year growth.
Short-term sales are most strongly driven by tightly targeted, timely and relevant sales messages i.e. information, which produce highly visible immediate sales effects, but these are transient.
The two requirements argue for very different approaches.
For best results marketing strategy should target long-term effectiveness as well as short-term results in a balanced way, driven by a broad range of metrics that relate to both short and long term effects.
Because ‘big data’ dwells in the very short term, if it dictates marketing strategy it will undermine long-term growth by underestimating the effectiveness of brand building.
11:15am - 11:45am
FINDING the balance
Ed Cole, Lloyds Banking Group
Measuring success of online display campaigns can sometimes be an ongoing challenge for advertisers. During this session Ed Cole will discuss the journey Lloyds Banking Group have been through, how they tested multiple technology partners, evaluated success to prove the value of display and ultimately made decisions about their digital marketing spend. Ed will also give an insight into how they are thinking about brand and performance advertising to find that balance and drive higher returns for the business.
11:45am - 12:20pm
using data to create the illusion of life
Matthew Luhn, Story Supervisor & Story Instructor, PIXAR Animation Studios
Through trial and error, humans have strived to create the illusion of life through art, science, technology, film, and animation. Matthew Luhn, Pixar Story Supervisor, will share how big data is used in the process of creating the emotions and expressions of many animated characters, including the ones in Inside Out.
12:20pm - 1:30pm
1:30pm - 2:05pm
Right Brain, Left Brain. The Art & the Science of Marketing
Paul Davies, Director of Marketing Comms, Microsoft UK
Leila Ratnani, Group Digital Director, Empower Media
2:05pm - 2:30pm
USING DATA TO MOVE PAST THE MASS TO RELEVANCE AND VALUE
Jeff Jarvis, Director, Tow-Knight Center for Entrepreneurial Journalism at CUNY's Graduate School of Journalism
Media companies and brands alike must get over the idea that the public wants to hear their messages -- users are blocking or ignoring them. Instead, we have to learn how to shift to relationship-based businesses, using data to inform those relationships and to enable us to provide greater relevance and services of greater value.
2:30pm - 3:00pm
Are you paying attention?
Ashwin Sridhar, The Economist
Digby Lewis, Buzzfeed
Ross Webster, The Weather Channel
With digital ad investments set to account for more than half of total media ad spend by 2016, publishers no longer have a short-sighted view towards digital advertising. But, how are publishers bridging the gap between print and digital; maximising the digital ad opportunity through their first-party data to deliver the right content to the right audience, while driving monetisation?
Today data feeds journalism. Publishers have evolved with digital and we now have the pipes to let news travel to users where they are, providing news publishers with more data so they can provide greater relevance and value in return and thus reinventing advertising around value over volume.
3:00pm - 3:25pm
3:25pm - 3:55pm
the potential pitfalls of big data
Jag Duggal, Senior Vice President, Product Management, Quantcast
Big Data is changing the world as we know it - across every industry globally. For the better part of the last decade, Quantcast has been amassing an unparalleled perspective on the entirety of internet activity at an individual level through our Quantcast Measure product, providing us with a unique real-time perspective on consumer behaviour. In this session, Jag will provide a unique perspective into how Big Data is transforming the advertising industry.
3:55pm - 4:20pm
tipping the scales of digital success
Andy Oakes, Managing Director, The Drum
Christian Armond, General Manager, Digital Marketing, TUI
Advertising is becoming increasingly automated and data driven. Technology is continuing to disrupt established businesses at an accelerating pace and the implications are exciting. In this session, Andy Oakes (Managing Director, The Drum) will be talking to Christian Armond, General Manager, Digital Marketing at TUI about their interesting and educational digital journey with a focus on programmatic. We will explore the challenges faced through attribution, viewability and cross-platform measurement and discuss the opportunities that technology has given TUI’s digital marketing team for the future.
4:20pm - 4:50pm
Whoever wins in technology, tends to win
Sir Clive Woodward, World Cup-Winning Coach
This is Sir Clive Woodward's mantra in both business and sport. Clive will discuss data-driven team performance, both on and off the pitch, coaching secrets for teams embracing technological change and the innovations creating the driving force behind modern day sports teams.