PANEL: Data is the new oil. So how do you refine it?
Overload. Is there too much data to make sense of it? Which data should you be measuring, and how much resource / budget should you be allocating to mining the knowledge?
Metrics. What are the most valuable metrics to multichannel businesses? Which KPIs are really worth focusing on? How can online data inform offline strategies and operations (and vice versa)?
Timescales. Are you stepping back to see the big picture? Are you obsessing about "a single currency" for measurement? To what degree is faith and judgement more - or less - important than informed opinion based on the numbers that really matter? How do you judge risk?
About the speakers
Nick Rawlings, Marketing Director, Lands' End
Previously Marketing Manager at Freemans Plc, Nick is now the Marketing Director for Northern Europe at Lands’ End. Whilst at Wegener DM, Nick worked with a number of household brands across Travel and Mail Order sectors to harness and test the power of customer data.
Richard Tate, Online Performance Manager, Hutchison 3G UK Limited
Richard Tate leads Three's Online Insights team, working across three.co.uk on mobile, web and apps. Richard joined Three in 2005, creating the Insights business unit in 2009 to use data, analytics and insight to improve the online customer experience and drive overall business performance.
Alex Horstmann, General Manager, User Experience and Design', TUI Travel
Alex Horstmann has been designing online experiences as his day job for over 12 years. In the past he has worked with brands like Channel 4 Television, Virgin Media, MasterCard and Avon Cosmetics, to name a few. He is currently General Manager, User Experience and Design at TUI Travel plc, leading the redesign of their B2C websites and retail selling systems. His passion is to craft remarkable customer experiences, his love is design, and his mantra is to build selling systems that meet the needs of the customer and the business.
Chris Sherlock, Director of Marketing Services, Equifax
Chris Sherlock leads the Marketing Services team at Equifax which leverages one of the largest sources of consumer data, along with advanced analytics and proprietary technology, to create customised insights that enrich both the performance of businesses and the lives of consumers.
Joining Equifax in 2006, Chris brought a wealth of e-commerce experience. He previously worked for a number of high profile brands, including British Airways, where he was Partnership Director and Cendant where he held the position of Group Marketing Director.
Chris has developed expertise for businesses in applying a combination of high-quality data and marketing tools to combat fraud and market challenges.He is also an expert in the use of strategic marketing to help businesses identify and target the right customer.
