Proving the power of data
Stop Press: Join Fiona Blades, Chief Experience Officer, MESH Planning & Linda Neville, Strategic Planner, Coca-Cola to learn how data can measure brand contacts and the emotions surrounding them. Hear Di Roach, Senior Client Director, dunnhumby reveal how retail data and new analytics lead to informed action.
Special offer
Book four places and pay for only three*.
*Free place awarded will be the lowest priced
New members attend their first evening event free!
Every new paid member is invited to attend this or other selected evening events free of charge to help you get to know us and your fellow members. Email events@theidm.com or call the Bookings Hotline on +44 (0)20 8614 0277.
Building on the Institute’s highly-regarded Data Summit, and sponsored by the Data Council, this evening offers an opportunity for a fast-track briefing on the proven power of data in modern accountable marketing. Book now to share expertise and network with like-minded individuals.
Session One: Experiencing Schweppes
Join Fiona Blades of MESH Planning as she, and Linda Neville from Coca-Cola, reveal the process developed to measure brand contacts using real-time experience data. This award winning approach will be brought to life using a recent case study on Schweppes.
Discover:
- how text messaging can provide data in real-time
- how online diaries add photographic and descriptive colour to the data
- the new metrics that enable TV advertising to be compared with In Store and Word of Mouth
- how it helped shape the Schweppes campaign as it unfolded.
- how new insights were revealed about the way people were consuming the products
- and the possibilities this new data stream is bringing to marketers seeking to optimise their marketing activity
Session Two: Outsmarting the credit crunch
Di Roach will start with a short overview of how dunnhumby sees the latest state of the economy using shopping data, before outlining how data has been used to drive shopper loyalty and revenues with Tesco since 1995. She will then share an analysis of work with a large confectionery client using the Tesco Clubcard data, identifying how half of the marketing budget could be more effectively spent.
Understand:
- How shoppers are responding to the economy; which categories are struggling whilst others thrive
- How Tesco are responding to the recession and continuing to put shoppers at the heart of their business
- A case-study on how customer data was used to identify that half of a large confectionery client’s marketing spend was relatively ineffective at driving sales
Join three experienced data practitioners sharing their proven data-driven, multi-channel marketing strategies.. They are prepared to reveal detailed information and answer your questions – so you leave inspired to adapt their ideas, processes and approach to your own marketing challenges.
Also at the event, sponsor DQM Group will be giving a brief update on the latest benchmarking results on best practice in data management from www.datameasures.com. DataMeasures™ was developed in partnership with the IDM Data Council at the start of 2009 to meet the need for benchmarking data and other useful reference information for data professionals.
Agenda
| 18.30 | Registration, tea and coffee |
| 18.45 | Chair's welcome and introduction |
| 18.50 | DQM Group |
| 18.55 | Presentation one |
| 19.35 | Wine, buffet and networking |
| 20.20 | Presentation two |
| 21.00 | Close |
Detailed joining instructions will be provided by email seven days before the event.
Speakers
Fiona Blades, Chief Experience Officer, MESH Planning
Following a career as a Marketing Director and Advertising Planning Director, Fiona founded MESH Planning with her partners in 2006 to create a new real-time research approach to evaluate every touchpoint from TV advertising to In Store to Word of Mouth.
In December 2008, MESH won more awards than any other agency at the annual research awards dinner (Best Paper (Unilever), Best New Thinking (Unilever) and New Consumer Insights (Vodafone). Listed in the entrepreneurs section of Research Magazine’s 50 Faces to Watch in 2007, Fiona frequently speaks at industry events. MESH is based in London and Singapore, capturing experiences as they happen to get closer to people’s real lives and working with brands such as Unilever, Ford, GSK, Orange, Vodafone, Sony, Microsoft, Fox, Oxfam and Cadbury’s amongst others.
Di Roach, Senior Client Director, dunnhumby
Di Roach began her career working in the research team at a glossy magazine company. She subsequently worked in media for nine years in various roles; Head of Online, Brand Manager to finally Assistant Publisher of Cosmopolitan Magazine before she left the industry in 2006 to do a full time MBA at Cranfield.
Di has worked at dunnhumby since 2007, initially running large price and promotions projects before moving to the Media Evaluation team managing accounts for clients such as Unilever and Nestle. She has just moved to head up the Northern Client team working on clients such as Mars and Kellogs.
Linda Neville, Strategic Planner, Coca-Cola
For more than 6 years, Linda has been working at Coca Cola GB to maximise value of research projects and utilise learning from all sources to develop strategy and implementation plans. She has more than 20 years experience in research and planning, most recently in brand consultancy and communications agencies.
The Schweppes project with MESH Planning is the first time of using the TROI methodology in Coca Cola.
The IDM Data and Database Council
The IDM Data and Database Marketing Council was founded in 2004 to provide direction to the IDM and to the marketing profession in general, by demonstrating and communicating the value of data to businesses.
It aims to achieve a clear and sustainable shift in perception of the value of the data assets and data skills within the business and their importance in delivering true and long-lasting competitive advantage.
Sponsor
Our thanks to DQM Group for sponsoring this event. DQM Group was formed in 1996 to create solutions that monitor, protect and facilitate the databases of leading commercial data owners such as publishers, credit and marketing information companies.
Our venue is King's Fund, 11–13 Cavendish Square, London
W1G 0AN.
Networking
Your joining instructions will include an invitation to submit your photograph and details of your company prior to the evening. On the night, you will receive an attendee list and delegate directory to help you network more effectively.
In the meantime, here are just some of the companies attending, or who have been represented at previous events:
| Agility Marketing Albany Software Ltd Aspect Media Blue Ocean Solutions Limited Callcredit Marketing Solutions Cancer Research UK Dataforce Group Limited Dr Foster Intelligence EDF Energy EMC Consulting/EMC Conchango Frances Laing Consulting Ltd Gyro International Hs&P Institute of Practitioners in Advertising | Inferno Integer Internet Advertising Bureau Kimberley Clark Corporation London Business School Marketing Databasics Michael Page International Mike Colling & Co Open Doors International Presky Maves Group Ltd. Prospect Swetenhams Ltd Proximity London Ltd Rapier Ltd. REN Ltd Revue Interactive | Riversdale Marketing Room Solutions SCOPE Society of Chiropodists and Podiatrists Spalding Plant & Bulb Company Tequila London Limited The 4DM Group The Letter Shop Group The Marketing Planning Practice Thomas Sanderson Ltd Wacey International Ltd WaterAid Yell Ltd |
Continuing Professional Development (CPD)
Attending this event contributes two hours under the "Event participation" category towards your annual IDM CPD Award. This event also qualifies towards CIM, IPA and other CPD schemes and we are happy to provide supporting evidence for your records. Contact the membership team on
+44 (0)20 8614 0277 or email membership@theidm.com after attending the event.
Secure your place now
To book your place(s), click on the icon in the top right-hand corner of this page.
The small print
- Prices for this event are subject to VAT
- A replacement delegate is always welcome - just inform the IDM. Non-members will be charged at the full delegate rate if replacing a member
- You may cancel your place up to 5 working days prior to the event without charge. Thereafter the full ticket price will be payable
- Joining instructions are distributed by email seven days prior to the event
- The IDM reserves the right to cancel an event, change the venue, amend the dates, fees or speakers at any time without prior notice
