Data drives real returns – make sure your story is heard

Last week’s Marketing Week Live 2015 saw some of the biggest names from the some of the UK’s biggest brands regaling and enlightening attendees with invaluable information they can take back to their brands to help them do their jobs better.  There were many nuggets but the dominant takeaway for me was the way brands are turning data into insight to drive business performance.

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One session illustrated this perfectly. On a panel to discuss how marketers can create stand out customer experience, Shop Direct’s head of customer management and personalisation Jennifer Day told delegates about the role data plays in personalising its Very.com brand’s offering. The real game-changer for them, however, is not the opportunity but the result – Day claimed that personalisation efforts would drive incremental sales of £20m to Shop Direct in 2015.

It was just one of many examples of how data is being utilised to transform businesses, processes and most importantly sales performance – the key themes of Marketing Week Live.

We have come a long way in a few short years from abstract conversations about how ‘big data is coming and it’s going to change everything’ to today, where the conversation is how data is central to everything businesses do.

This is the new reality that Marketing Week is reflecting in our Data Storytelling awards, which take place on 10 September. Alongside the awards is a daytime conference and both will celebrate the best of the best use of data. There are 16 categories to enter, with the winners chosen by a judging panel consisting of the great and good in data.

Make sure your story is heard by entering the Data Storytelling awards, you can complete your online entry form here. The deadline for entries has been extended to 12 May so you have plenty of time to make sure your work is recognised. Make sure you don’t miss out.

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