From sales to ROI, attitudes to behaviours, personal to global, without reliable and trusted sources of data, marketers would all be working in the dark. But what data do you actually need to improve advertising effectiveness? And how are new sources of data being incorporated into TV planning?
Blind Data will explore a number of pressing themes around data: the differences between first-party and modelled data, the role for addressability in linear TV and VoD, the use of brands’ own data for planning marketing investment, and how Barb is developing TV measurement to understand the future TV landscape, including the use of personal and household data.
Some of the industry’s best data brains will be on the line-up including: Sally Dickerson, global director from BrandScience; Justin Sampson, chief executive officer of Barb; Peter Duffy, marketing director from easyJet; Jon Block, controller of commercial digital products from ITV; Richard Marks, director from Research the Media and Tony Mooney, managing director from Sky IQ.
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9.30 - 9.40 Introduction, Neil Mortensen, research and planning director from Thinkbox, will introduce the line-up for the morning.
9.40 - 9.45 Now let’s get this straight, part one with Neil Mortensen
9.45 - 10.10 The "big" opportunity, Richard Marks, director of Research the Media, will be talking about his highly regarded IPA report that considers how the industry can make the best use of 'big data'.
10.10 - 10.15 Now let’s get this straight
10.15 - 10.40 The new TV landscape, Justin Sampson, chief executive officer of Barb, will be updating us on how measurement of the ever-changing TV landscape is evolving with the use of different data sources.
10.40 -10.45 Now let’s get this straight, part two with Neil Mortensen
10.45 - 11.15 Break
11.15 - 12.15 Drowning in data? "Data, data everywhere, nor any time to think". The panel will be sharing their views and debating some of the issues that are being thrown up by the deluge of real time data increasingly available to marketers. The panel includes: Sally Dickerson, global director of BrandScience; Jon Block, controller of commercial digital products at ITV, and Tony Mooney, managing director of Sky IQ. They will be talking to Tess Alps, chair of Thinkbox.
12.15 - 12.45 EasyJet’s data fuel Peter Duffy, easyJet's marketing director, will be sharing the company's approach to data and will explain how close analysis of their own customer data enabled a more refined media plan, more effectiveness and delivered the ultimate goal of higher profits.
12.45 - 1pm Summary Neil Mortensen will wrap up the morning.
1pm Event closes