Smarter Data…how to get some and what to do with it.

Whoever said sequels were a bad idea?  Here it comes: The anticipated Round Two to last year’s successful Smarter Data Forum is happening on Thursday, 10 April, 2008.

The Smarter Data one-day Forum is an learning opportunity that reflects the global shift towards building direct, tailored communications and campaigns and promotes the value of greater customer knowledge and the information that can be derived from this.  

For marketers, data can ensure a competitive edge, advocating measurable, dynamic campaigns far beyond the blanket approach of seasons past.   With marketing audiences becoming steadily more discerning in what advertising materials they expose themselves to, properly targeted and selective campaigns to customers and prospects mean better, more efficient business.  

The Forum provides a platform from which industry leaders can relay the processes, application and fulfilment of data-driven marketing strategies.  The workshops and case studies rated as highly valuable to those who attended the Forum in 2007 and this year looks to emulate and build on that reception.

The Smarter Data Forum will feature enterprising case studies from the likes of:

• Proximity ID and marketing to online communities eg. ‘Virtual Rugby’ and multi-channel approaches
• Vodafone and their micro-segmentation of customer airtime habits

The forum also provides information on some of the key data sources available to marketers, such as the biggest business list in New Zealand, made available through Statistics New Zealand.  The Forum will also showcase topical industry changes, including privacy laws and the New Zealand Post SendrightTM guidelines set to come into play mid-2008.

The calibre of speakers, subjects and workshops attracted a range of marketers and suppliers in 2007 and resonated with the real tactile successes that the forum explored.

This Forum will likewise appeal to a broad collective of marketers, suppliers and data professionals; providing insights, understanding and practical know-how for strategic use of data in business, including:

• Models
• Practical business strategies
• Working with internal and external data suppliers, marketers and geeks
• General inspiration on how to work your data

The Data Advisory Network and the Marketing Association are set to ensure the second Forum continues the widespread enlightenment of its predecessor and leverages the solid foundation of 2007 on which to drive the Forums of the future.

The Forum culminates with a panel discussion on the interplay between the big players on the privacy front (The Department of Internal Affairs, the Privacy Commission and key stake-holders) and where the fine line between tailored communications and privacy laws falls.

Drinks follow after the forum to allow for discussion, debate and various other networking initiatives over a glass of wine.  Register now to secure your place, it will be a full day of education around data and the elegance of its smart application.

“A wonderful opportunity to hear future and current plans around data utilisation, management, capture and the whole story” - Angela Buckley, New Zealand Business Development Manager, QAS New Zealand

“The applications are so wide – I challenge any marketer that thinks data is for techos to get involved and understand more. You’ll be pleasantly surprised” - Tina Miller, Content Manager, YELLOWPAGES

Paul O’Connor
Chairman, Data Advisory Network