MEDIA360: 'Bland data' is not enough, says RSA's Markey

Analytics and creativity must come together for clients to make the most of big data said Pete Markey, chief marketing officer of RSA Insurance, at Media 360.

Peter Markey: chief marketing officer of RSA Insurance
Peter Markey: chief marketing officer of RSA Insurance

Speaking at the conference's client panel ‘Playing The Data Dating Game’ yesterday, Markey emphasised that while data is still key, how it is used is what defines success, due to the large volumes of data now available to businesses. 

He said: "How you see the wood through the trees and get the rich data that can drive the success and growth of your organisation, is becoming increasingly important."

Markey added that "bland data" alone was not enough to drive a business without the insights, creativity and connectivity to make that data powerful.

He referenced RSA’s use of the data about pet dogs' birthdays, in order to sell pet insurance. RSA used the information to send owners a message on their dog’s birthday, written on the behalf of their pet and asking the owner to buy them pet insurance as a birthday present.

Markey said: "It is simple, but it took creativity in the analytics to work out that was a factor, and working within a team to create something really powerful."

He continued that creativity and analytics coming together was "an exciting new battle ground for us in marketing."

He also emphasised the need for media agencies to work in partnership with creative agencies, to best use internal data and data from social media.

"We are all in this together, and we need to work in partnerships," he said.

Also speaking on the panel, Will Orr, the commercial director for British Gas, claimed that data was "butt-clenchingly sexy".

Orr said that what was most important about data was "what you can creatively and imaginatively do so that means marketing can be genuinely useful rather than interruptive."

Also on the panel, Peter Duffy, the European marketing director for easyJet stressed the importance of looking at data in the context of a brand.

He said: "It is extremely important to have your brand purpose or whatever it is that drives your organisation's emotional objective, and to use data in the context of those objectives."

Keith Moor, director of brand and communications for Santander, added that data should not be seen as an alternative, but rather as a component of a business’s "overall brand strategy."

Follow all the news fro Media360 on Twitter with the hashtag #M360UK

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More