Understanding and using audience data: The present and future of marketing

Audience data is a powerful tool for marketers to use in times of change. It provides an evidence base for deciding strategy and peace of mind when devising and delivering your marketing. And you can use data to ground yourself, manage your workflow and make the right decisions.

But how do you approach your use of data in strategy, planning and implementation?

Peter McCarthy, Director for Consumer Insight at Ingram Content Group, will be joined online on Wednesday 28th September, 6-7pm BST, for a discussion around how and why should integrate audience data into all your marcomms work. Our panel of marketing and audience development specialists will cover how data not only leads to better decision making, but also allows you stay sane and develop essential marketing skills.

You’ll hear about:

• Ideas on how audience data can work to improve campaign performance
• Types of data and tech can you use and how can you use it
• How to understand enough to be relevant and have an impact.

The speakers will discuss how data is not emotion or opinion, but a way to get beyond demographic profiling and to take a considered approach to decision making. They will consider the importance of ongoing analysis of data and what you can learn from it as well as taking a light touch approach to using data in marketing.