Data Strategy Awards 2014: The Shortlist

This year the Marketing Week Data Strategy Awards have been overhauled with new categories to reflect the swiftly changing way marketers are using data to power business strategies, step-changing projects and effective customer campaigns.

Data-Strategy-logo-2014-460

The importance of data in helping develop useful and relevant apps for customers, for instance, was brought home in some fantastic case studies while the ability of data to help marketers turn conventional wisdom and approaches on their head was also amply demonstrated in many entries.

It has been particularly rewarding to see how companies are now actually using the single customer view programmes in which they have invested so much effort in recent years.

The shortlist for the Data Professional of the Year was drawn up from nominations made by the industry at large. Every individual that made it onto the shortlist should be proud of the achievement and it is interesting to note three of the shortlist work for charities – always at the sharp end when it comes to managing CRM programmes and personalising communications to encourage donations. Due to the very strong email category, we split that award into two separate categories, business-to-business and business-to-consumer, to highlight as many great entries as possible.

The final Data Professional winner has already been voted for by the industry and will be revealed at the Data Strategy Awards on 6 February.

As always, the judging process put a strong emphasis on return on investment. Now the judges have created the shortlists for the Data Strategy Awards 2014.

The awards evening at the Lancaster London hotel will be a celebration of the many triumphs of marketers and their agencies achieved by the projects underpinned by data management in 2013.

Make sure you join us at the Lancaster London hotel in February for what will be a sparkling awards ceremony and a fantastic chance to benchmark your work against competitors’, network with colleagues and relax in great company. You can find out details and book your table at datastrategyawards.co.uk.

The Data Strategy Awards takes place on 6 February 2014 at the Lancaster London

The judges

Ruth Mortimer Editor, Marketing Week
Branwell Johnson Deputy editor, Marketing Week
Michael Barnett Data Strategy editor, Marketing Week
Nick Bonney Head of insight, Camelot
Gemma Carver Group marketing director, Bookatable
Paul Cook Head of global insight, Just Eat
Alistair Daly Chief marketing officer, On The Beach
Andy Dellbridge Head of customer contact strategy, Nationwide
Kevin Hydes Marketing director, Costa Coffee UK
Simon Kaffel Head of data and analysis, Zurich
Catriona Kempston Sales and marketing director, Travelodge Hotels
Matt Knight Head of CRM and insight, Asos
Alex Owens Head of insight data, tools & segmentation, Sainsbury’s
Bernard Page Head of CRM, Shop Direct Group
Shaun Pitman Head of data strategy, British Gas Business
Fred Prego Insight and reward director, Game Retail
Ben Rhodes Head of marketing & commercial strategy, Royal Mail
Darren Robertson Digital communications – data scientist, Action For Children
Philip Sheehy Head of channel marketing, Royal Bank of Scotland

Listed by brand and entering supplier

MEDIA CATEGORIES

DIRECT MARKETING
Sponsored by Tracesmart

Association for International Cancer Research – MetaMetrics
Avios – No agency (N/A)
Flora pro.activ – i2c
Homebase – MRM Meteorite
Infiniti – TMW
Nationwide Building Society – N/A
O2 – tree London
Tesco – dunnhumby

EMAIL MARKETING B2C

Argos – planning-inc
The Caravan Club – Celerity Information Services
EasyJet – Havas EHS
Financial Times – N/A
Lands’ End – Sub2 Technologies
LateRooms.com – Creator
Monarch Airlines – Redeye International
Post Office – Draftfcb
Procter & Gamble – Proximity London
Surrey County Cricket Club – Two Circles

EMAIL MARKETING B2B

AXA Wealth – The Marketing Practice
myfavoritemagazines.co.uk – GB Group
Univadis – Creator
Whittlebury Hall Conference, Training Centre and Hotel – N/A
XpertHR US – RBI

MOBILE MARKETING

NBC Universal’s Despicable Me 2 – The Weather Company International Inc
O2 – tree London
O2TUGo–treeLondon
Thomson – Creator
Unilever Knorr Soup – Brandtone
Westfield – nFluence

ONLINE MARKETING

Laterooms.com – Creator
Lovestruck.com – adconnection
Nectar – N/A
Telegraph Media Group – N/A
Thomson – Creator
Virgin – Beyond

OFFLINE MARKETING

Cunard Line – Inc Direct
Metro International – N/A
RAC – MetaMetrics

SOCIAL MEDIA

Blossom Hill – Havas EHS
Channel 4 – Concentrix Belfast
IBM – Mason Zimbler
Lynx (Unilever) – TMW
Westfield – nFluence

TACTICS CATEGORIES

AUDIENCE SEGMENTATION
Sponsored by MetaMetrics

Avios (Next Best Product) – N/A
Avios (Project Feta) – N/A I BP – Nectar
Channel 4 – N/A I Cunard Line – Inc Direct
Procter & Gamble – Proximity London
Tesco – Initiative UK
Waitrose – Infectious Media

PERSONALISATION

Argos – planning-inc
EasyJet – Havas EHS
Homebase – MRM Meteorite
Laterooms.com – Creator
Quiz Clothing – Sub2 Technologies
Sainsbury’s – Aimia I Sky – MediaCom
Tesco – Initiative UK
Very.co.uk – myThings

DATA STORYTELLING

Avios – N/A
Channel 4 – N/A
Iceland – MetaMetrics
JustEat–N/A
Now TV – MediaCom
Radio Advertising Bureau – N/A
TUI UK & Ireland – MediaCom
Virgin – Beyond

USER EXPERIENCE (UX)

Avios – N/A
Flora – TMW
IKEA Czech Republic, Hungary & Slovakia – Quant Marketing
Metro Photo Challenge – N/A
Lovehoney – Maxymiser

LOYALTY AND RELATIONSHIP MARKETING

Avios – N/A
BP – Nectar
Channel 4/4oD – N/A
DHL Express – N/A
Nationwide Building Society – N/A
NatWest/RBS YourPoints – Aimia
Thomson Cruise – Creator
The Caravan Club – Celerity Information Services

REAL-TIME MARKETING
Sponsored by datatech analytics

Lucozade Energy – N/A
Lurpak – Carat
LK Bennett – Qubit
NOW TV – MediaCom
Three Mobile – Ve Interactive

SPECIAL CATEGORIES

OMNICHANNEL MARKETING

Lovestruck.com – adconnection
Malteasers – dunnhumby
O2 – tree London
Thomson – Creator
Queens Park Rangers Football Club – N/A

THE POWER OF DATA
Sponsored by CallCredit Information Group

Avios – N/A
Channel 4 – N/A
Diageo – ConversionWorks
Barclaycard – N/A I Homebase – MRM Meteorite
Johnston Press – MetaMetrics
JustEat–N/A I KFC UK & Ireland – Fabric Worldwide
NSPCC – N/A

DATA PROFESSIONAL OF THE YEAR
(voted for by Marketing Week readers)

Peter Briffett Managing director, UK and Ireland LivingSocial
Zoe Eastwell Group head of CRM & marketing data Johnston Press
Bob Francis Senior insight manager, fundraising strategy and performance unit, NSPCC
Lee Gisbourne Database marketing manager, RNLI
Mike Leverington Head of customer analysis Guardian News & Media
Darren Robertson Data scientist, Action for Children

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