At Marketing Week’s Data Storytelling Conference on 1 November, attendees will hear from the likes of Disney, eBay and The Telegraph on how brands can set up their data systems and processes to derive business-changing marketing insights. The three brands gave us a preview of their presentations.
Charity Missing People helps to find more than 2,000 vulnerable children and adults each year. Ross Miller, director of fundraising and communications, shares his insights on programmatic out-of-home advertising and reveals Pokémon Go could be the next tool in the search for those who go missing.
What characteristics do great data-driven marketing and data strategy have? What must award-winning work do or achieve? With the entry deadline less than two weeks away, our experts tell us what they’ll be looking for when they’re judging the Data Storytelling Awards this year.
Gaining audience trust was fundamental for The Guardian, last year’s Data Storytelling Awards Grand Prix winner, its director of consumer revenues Julia Porter explains why this triggered a strategy of balancing privacy with a compelling data-driven understanding of its customers.
Robot hotel staff and virtual bank assistants have moved from science fiction to marketing fact, but systems that analyse customers’ data to give personalised responses must be used carefully to avoid appearing intrusive.