The Countdown to Smarter Data

Data has surpassed its primary connotations of noughts and ones, revealing its capacity to drive value, customer loyalty, profit and ultimately company performance.  Data can even be the difference between a good idea and winning campaign, providing direction and knowledge of the intended audience including predicting an individual’s propensity to act on an offer!

The emergence of the Smarter Data one-day forum, built from initial DAN Dialogues and centred around data-driven marketing, reflects the state of the current information age which has incubated a marketing shift towards direct, tailored communications, reward systems and the value of greater customer knowledge.

The forum provides a vital platform to hear key speakers balance the theory of intelligent data-driven marketing with the real, tactile examples of Australasian success propelled by these initiatives.  The Smarter Data forum will feature the achievements of famous campaigns of giants like Baycorp to those of endeavours designed to increase audience numbers within the NBR NZ Opera and Creative NZ using data.  Even the horror stories are profiled, with Sean Cooper’s eulogy to the ‘Top 10 data screw ups’.

The forum will appeal to a broad collective of marketers, suppliers and those involved in the application of data, providing insights, understanding and practical know-how for strategic use in business.

The Data Advisory Network and the Marketing Association are set to ensure the initiative achieves widespread enlightenment and the continued success for its attendees providing a solid foundation from which to drive the Smarter Data forums of the future.  I would recommend securing your place in what has aptly been named ‘a revolution’.  I have no doubt that this forum will prove a “must get to” event every year.  Many thanks to all those involved in putting it together and their hard work will be plainly evident on the day.

The forum culminates with a panel discussion on the future of data in NZ and where we are heading; the title question asks where data is taking us, but perhaps it is simply where do we want to go, with data guiding our course?