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Home » Marketing events » Data Conference » 2009 programme

The 3rd IDM Data Council Summit, 5 March 2009 Data Management Strategy, Evolution or Revolution?

Developed by the IDM Data Council, the programme brought together 10 leading data strategists who together explored the following key issues:

1. Data governance and security
Governance isn’t just about preventing data losses and identity fraud – it’s also about ensuring that data is used responsibly by the organisation to build trust and long term relationships with customers.
2. How to create knowledge that drives effective decision making
This is about new ways to collect data, allocate budgets, measure success and disseminate the right knowledge to different decision makers across the organisation.

3. Assessing the value and impact of data emerging from Web 2.0
Organisations need new tools to help them relate to consumers and analyse the very different flows of data in the virtual environment. And what are the ethical and legal issues we face when we embrace social networks as a source of data and a channel to market?

Chairman’s Welcome
Iain Lovatt M IDM, Joint Managing Director, Blue Sheep and Chair of the IDM Data Council

Since launching the business in 1987, Blue Sheep has become a major player in the B2B market, serving organisations such as DSGi, The Learning and Skills council, and many others. Iain’s expertise lies in his enthusiasm and ability to understand a client’s objectives and deliver bespoke customer-focused solutions.

Conference Programme

My Top 5 Client Challenges:

Nigel Grimes, previously Customer Insight Director, RBS

Session overview
Nigel presented a client perspective on the challenges that lie ahead:
1. Customer Consent
An area of ignorance and neglect in most organisations. Tips on how best to maximise your opportunity to speak to your customers
2. Reducing Wastage
Still a huge issue for most companies. Some thoughts to take away on how to improve the targeting and screening of audiences
3. Raising the profile of data
Still seen as the mucky backwater of marketing. How to get the attention and investment it deserves
4. Data Fusion
Increasing pressure to give a 360-degree view means the smart businesses will link behavioural, research and market intelligence data together. But how and who can do it?
5. The 4 new Ps
Personalisation, Presence, Persuasion and Permission. Being there when the customer needs you armed with right information to get the business instead of your competitors. Traditional marketers more than ever need to move with the times

Safeguarding your most valuable asset – your data

Gary Brown, Product and Marketing Director, Thomson Local
Lisa Bentall, Director, DQM Group

Session overview
Many direct marketers are unaware of the risks they expose themselves, and their businesses to, through poor data security processes. Even more are unaware of industry best practice to secure their data and the basic common sense steps they can take to greatly reduce the risks involved.

Leading data owners face greater risks and challenges than most protecting their data from misuse and loss. This session looked at the lessons they've learned and gave practical advice you can take to minimise your risks and best protect your business. It includes some real case studies from Thomson Directories who take very seriously the threat of data theft, and misuse and who have successfully safeguarded their key asset on numerous occasions! Practical solutions and advice to help any type of business keen to protect their customer data assets was given by the DQM Group.

Journal of the market intelligent retailer – getting started:

Rod Street, Executive Partner, IBM

Session overview
This case study session reviewed how a leading internet retailer built a new customer centric strategy from its data insight. Key learnings were:

• the key foundations
• what commitment means
• the governance challenge
• sequence and speed

How a new data stream, experience data, provides clients with a competitive advantage:
Fiona Blades, Chief Experience Officer, MESH Planning

Session overview
What is experience data? How is it collected and why is it different to other data sets? This session presented findings from a study using 30,000 customer experiences to understand how people connect with advertising in different channels. It also drew on examples from a real Unilever case study.
The ability to pick up every way that people connect with brands now allows marketers to:

• Measure the spread of word of mouth - traditional data measures have never been able to pick this up adequately, particularly offline
• Understand that there was a disconnect between arousing interest through TV advertising and getting Axe into young guys' hands in Italy - traditional brand tracking would have missed this by not picking up In Store touchpoints
• See that other Cool Brands (e.g. PlayStation) used different channels (internet, shop) to connect with young guys - very difficult to pick up through media monitoring or brand tracking which relies on recall
• Make better-informed decisions. Clarity of message (rather than simply entertainment) combined with product efficacy enabled Axe to successfully launch their anti-perspirant in Germany - few approaches provide immediate feedback on actual usage of the product in market

Where to for the future?

• Integrating experience data with other data sets - e.g. media/spend data; cost per touchpoint/channel optimisation; feeding into econometric modelling; using alongside response data (DM) and web data
• Analysis - correlating experience share with market share (if share of voice correlates with market share, and SOV only covers certain touchpoints, then we should be able to get a better correlation with experience share)

Multi-channel goes personal:

Hugh Wilson, Professor of Strategic Marketing, Cranfield

Session overview
Multi-channel customer management has gone personal. Leading companies are crafting relevant conversations with each customer, with step-change impacts on loyalty, share of wallet, and profitability. Even more dramatic results can be obtained when the conversation is sustained seamlessly across inbound and outbound channels. This individualisation can only be achieved if it is underpinned by integration: of data, of insight, of decisioning, and of culture. In this session, Hugh Wilson described the practical tools for crafting individualised customer journeys, and outlined the integrated infrastructure which is needed to sustain them.

The ever-more- vital role of knowledge management in global success: a cook’s tour of techniques and outcomes:
Luke Allen, Managing Director, Nunwood: Knowledge Systems

Session overview
Over the last decade the needs of global business have changed drastically. No longer are new market intelligence and customer engagement techniques top of the agenda. Rather today’s marketers demand better integration and use of existing knowledge, with joined-up, accessible use of the right information established as critical to global success.

Drawing on domestic and global examples from market leaders such as Vodafone, HBOS, Nokia and John Lewis, this session outlined how technology should play three essential roles:

1. To better manage all electronic knowledge
Through centralised data and document archiving
2. To better report on knowledge
Through advanced interrogation and auto-reporting technology linked to multiple dynamic data feeds (from PDA-equipped fieldworkers, through to RSS news feeds)
3. To better augment knowledge and optimise decision making processes
Luke outlined how organisations are increasingly using social networking technology in their data marketing strategies

The following 3 speakers each gave 20 minute presentations and this was followed by a panel session

Digital demographics: measuring the digital profile in the Web 2.0 world

Session overview
In the 21st Century the digital online world is exploding with personal information, with personal data about all of us scattered across a vast number of websites, online databases and social networking sites. As a result millions of people have online profiles which in many cases they are not even aware of. Increasingly, important real-world decisions, ranging from job opportunities, to dating are made about us based on our online profile. This is a huge new personal data resource for companies, but should a company use it to make decisions? If so, how should it be used and how can consumers gain any sort of ownership or control of their personal information and influence the decisions made about them? These will be essential questions for all companies to consider over the coming years.

In this session delegates will gain an appreciation of:

• the scale and shape of the emerging digital online world and how it is changing
• what sort of personal data can actually be found online about the average person today
• what research tells us about the type of real-world decisions that are being made based on people's online profiles today
• how an individual’s online personal profile can be measured and the emerging area of ‘digital demographics’

The hidden dimension: emotion
Martin Oxley, MD, Buzzback

Session overview
Data collection is obsessed with numbers and metrics but rarely addresses what makes humans tick. Estimates among psychologists and neuroscientists claim that only 5-20% of thought and decision making is conscious. Further, approximately 80% of human communication is non verbal.

Consumer motivations and decisions are irrational, unconscious and nonverbal, yet most data collection is very rational and form filling in nature. No wonder we don’t get at the hidden dimension.

Learn how research 2.0 can help collect data that works at an emotional level.

The vast ocean of information online, and how to navigate your brand in rough times
Matthew Bayfield, Managing Partner, A good listener

Session overview
As we know the Internet is fast becoming the first port of call for consumers seeking what they see as impartial advice and comment on issues, products etc. As we also know the internet can be dangerous to brands and products as the content and opinions on it are largely unregulated and not entirely impartial. Delegates discovered:

• How does your online reputation evolve & how can you monitor it?
• Rapid, explosive growth - 5m new data posts a day
• The challenge of too much data, what matters in a sea of text
• Linguistics as a research tool
• What to do with this emerging data source

Imagine a world ‘… where nothing can possibly go wrong’
Duncan Smith, Director, iCompli™ Limited

Session overview
A fast-paced look at some of the legal issues you might encounter when ‘empowering your workforce’ with web 2.0 tools.

Speakers

Iain Lovatt M IDM, Joint Managing Director, Blue Sheep and Chair of the IDM Data Council
Since launching the business in 1987, Blue Sheep has become a major player in the B2B market, serving organisations such as DSGi, The Learning and Skills council, and many others. Iain’s expertise lies in his enthusiasm and ability to understand a client’s objectives and deliver bespoke customer-focused solutions.

Nigel Grimes
Nigel is one of those rare breed who has, over the course of 20 years, worked successfully on the client (Royal Mail, BT, Centrica, O2, Airmiles) and agency side (Carlson, archibald ingall stretton, Planning inc.), as well as a stint at running his own consultancy. In recent times he has been a key contributor in reducing churn and growing customer value at O2 and BT Openworld and building an award winning insight department at Airmiles and most recently he was Director of Customer Insight at Royal Bank of Scotland Insurance.

Gary Brown, Product and Marketing Director, Thomson Local
Gary has been Product and Marketing Director at Thomson Local since 2006, where he is responsible for all marketing activity, the print and on-line product propositions and the data business, Business Strata. Gary and his team manage over 50 partners who receive Thomson Local data wholesale. The data business not only drives 8% of company revenues, it also powers the user propositions for the core business.

Lisa Bentall, Director, DQM Group
Lisa is a highly experienced data governance specialist with a long career in direct and data based marketing. Twelve years ago Lisa co-founded DQM Group, the award winning data governance specialist, and the acknowledged market leader in protecting commercial and marketing data from misuse. As head of the company’s audit and compliance team, she sees at first hand the typically poor standards within all areas of data governance in the DM industry, and specialises in providing straightforward, process based remedy plans and solutions.

Rod Street, Executive Partner, IBM
Rod is a partner in IBM Global Business Services. His main focus is client work on market and sales strategies and information based competition, but until the summer he also led IBM’s Information on Demand initiative for NE Europe. In over 20 years of consulting he has worked with Unilever, Philips, Glaxosmithkline, Abbey, J&J, Nestle, Heineken, Samsung, Scottish & Newcastle, CocaCola and many other companies and is the co-author of a recently published book on customer experience across channels, The Multichannel Challenge.

Fiona Blades, Chief Experience Officer, MESH Planning
Fiona Blades co-founded real-time research agency, MESH Planning in 2006, following a 20 year career in marketing and advertising, most recently as Planning Director at Claydon Heeley, London. Since its launch, MESH has worked with some of the world’s top companies, including Unilever, Ford, GSK and Sony. In 2007 MESH was nominated for Best New Agency 2007 and the ISBA Advertising Effectiveness Research Award. In December 2008 MESH picked up 3 Market Research Society awards: Best Paper; Best New Thinking and the MRS Award for New Consumer Insights. Fiona was in Research magazine’s 50 Faces to Watch in the entrepreneurs section in 2007 and is a regular speaker at research and marketing events.

Hugh Wilson, Professor of Strategic Marketing, Cranfield
After a career with IBM, Logica and others in CRM and strategy, Hugh Wilson is now Professor of Strategic Marketing at Cranfield. He directs the Cranfield Customer Management Forum, a syndicate of twelve leading companies such as IBM, Emirates and HSBC, which aims to share best practice in creating profitable relationships in a multi-channel world. He is listed in the Chartered Institute of Marketing’s Global Guru Gallery of “the 50 leading marketing thinkers alive in the world today”. His latest book The Multichannel Challenge, co-authored with Lindsay Bruce and IBM’s Rod Street, was published in 2008.

Luke Allen, Managing Director, Nunwood: Knowledge Systems
A regular on the speaking circuit, Luke’s work on developing the role of technology, knowledge and action-planning in business has delivered quantifiable returns to over 150,000 users across many of the world’s largest brands. Luke has developed Nunwood’s knowledge management framework – Fizz™ - over the last 10 years and now manages one of the largest integrated knowledge management businesses in the UK.

Tom Ilube, CEO, Garlik
Until 2005 Tom was Chief Information Officer and a member of the Executive Committee of the world's largest pure online bank, Egg plc. Tom left Egg plc to found Garlik, the online identity company. With over £10m in venture backing and an advisory board that includes Sir Tim Berners Lee, inventor of the Web, Garlik has built a strong UK business and has recently launched in the USA. Garlik was selected as 2008 Technology Pioneer by the World Economic Forum, Davos and was winner of the British Computer Society BT Flagship Award for Innovation. Tom's technology career spans 20 years with a range of blue chip organisations including Goldman Sachs, PriceWaterhouseCoopers, The London Stock Exchange, Cap Gemini and British Airways.

Martin Oxley, MD, Buzzback
Martin has worked in research for 20 years and in this time worked for two of the biggest global custom firms Ipsos and TNS. At TNS he was responsible for driving the uptake of online research in Europe being responsible for the commercial launch and introduction of new online techniques. He coined the term ‘Research 2.0’ at a conference in London in 2006 to isolate the differences between the past and the future of research. He established BuzzBack’s European in 2007 because he was excited about the fact that the company develops its own technology to take advantage of the opportunities that research 2.0 provides.

Matthew Bayfield, Managing Partner, A good listener
Matthew is a psychologist and lecturer in social research methods. He has worked in a variety of research and analytical roles, his specialism being applying psychology, and, more specifically, psychographics to consumer marketing. He was marketing analysis manager for Pell & Bales then business solutions consultant for Claritas UK. Immediately prior to setting up A good listener he was running market research consultancy tree... which was acquired by Cagney PLC in 2007.

Duncan Smith is a Director of iCompli™ Limited and principal trainer on information law and privacy. iCompli™ specialises in delivering real world compliance solutions in the arena of information law, privacy and corporate social responsibility. Duncan develops and delivers training courses for many of the UK’s leading professional bodies and is currently delivering information law and privacy courses for the Institute of Direct Marketing (IDM), the Chartered Institute of Marketing (CIM), the Association of Certified Chartered Accountants (ACCA) and e-Consultancy.com.

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