Exploiting your data effectively
The way we understand and work with data as marketing professionals is changing fast. Increasing regulation, privacy concerns, new platforms and the promise of AI have left many of us wondering whether we should invest more in first party data platforms.
In this session, we’ll argue that professional services marketers need to break free from the restrictions of platform thinking, and learn how to exploit their data more effectively.
We’ll cover:
– Planning: how to look at and segment your 1st party data to identify marketing and business development opportunities
– Targeting: what data you have access to, how far you should trust it, and how you can put your website and CRM data to better use
– Attribution: how to combine data from multiple sources to demonstrate the impact of your overall marketing and comms activity
– Infrastructure: what kinds of platforms and skills you need now and in the near future to make all of this happen?
