In this session...
BT has been on a huge journey of change over the last few years - right across the organisation, data and insight has become the backbone to decision making.
But without careful planning, growth and availability of audience data can lead to the unthinking pursuit of the same strategies and tactics, with marketers looking at data in the same way, reaching the same conclusions, and as a result - being pushed closer towards average.
Graeme Adams, Head of Media at BT Group and Toby Roberts, Head of Strategy, EMEA at Essence, will explain how BT have used data to plan away from the average, sharing the challenges they’ve encountered and how they’ve overcome them.
What You'll Learn from This Session...
- How to use data to contextualise short and long term investment trade-offs to protect marketing budgets
- How best to reorganise your communications
- Why marketers can’t rely on modelling alone