Yesterday saw the arrival of Crunch, a brand new event where marketers can get to grips with what type of data they should be collecting and how to apply it successfully.

Held in the iconic Truman’s Brewery London, Crunch forms the data and analytics strand of Econsultancy’s inaugural Festival of Marketing.

The agenda for this annual conference included speakers from O2,, Teradata and The Royal Bank of Scotland.

Obviously it’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here’s a selection of the most interesting points.

For up to the minute tweets please follow @FestofMarketing and #FoM13.


Two years ago, O2 had no advanced analytics function.

The advanced analytics team is the most admired and the most hated in the company.

Action for Children

The data team created a self-service analytics visualisation tool. The executive team didn’t have time to trawl through spreadsheets.

Use demographic data, so the fundraising director can forecast the likelihood of certain people to donate or sign up for direct debits.

Don’t just use the vendor’s data, you need to make sure your data platforms are compatible with your own database.

How Action for Children further unlocked the power of data analytics.


The customer doesn’t want to hear from the brand, they want to hear from other customers.

If you’re an integrating data driven marketing leader, you’re winning. If not, roll your socks up.

By 2015, a company’s digital strategy will ultimately influence 80% of a consumer’s discretionary spending.


90% of hiring professionals look up candidates’ social network profiles before hiring. 

The success of analytics is about how analysis is presented and how analysts and marketers interact.’s six principles of psychology which affect analytics and decision making.

The Royal Bank of Scotland

Banking industry doesn’t trust social media data yet.

Treat the customer’s data exactly how you would wish your own to be treated. 

Aimia (Nectar)

45% of UK households participate with the Nectar loyalty scheme, more than with Tesco Clubcard.

Data without human understanding is just data. You can’t tell stories without human insight.