Feb
14
2013

Data Strategy Awards – What a Night!

Last Thursday I spent a great night celebrating the best in data-driven marketing at the Marketing Week Data Strategy Awards. As Associate Sponsor, the Experian Marketing Services team were there in force along with some of our clients – many of whom were lucky enough to have been nominated.

For me it was a great opportunity to hear about the best data-driven marketing campaigns and programmes from the last year. What struck me was just how many organisations are embracing the role of data in their business and putting it at the very heart of their marketing strategy.

Many of the shortlisted and winning brands demonstrated that they’re staying ahead of their competition by capitalising on the opportunities that Big Data provides and by using this data across channels to put the customer at the heart of their marketing. Costa Coffee swept the board winning three awards: the Grand Prix, Retail/Home Shopping and Best of Use of Loyalty Marketing categories. The story here is of how a brand uses data from every touch point with its customers to create insight that drives greater customer engagement and loyalty.

I was particularly pleased to see Channel 4 win the Entertainment & Gaming category. We’re seeing some really interesting developments from media owners like Channel 4 who, using Experian data and insight, are driving advertising revenues by introducing new ways to serve relevant, targeted advertising to individual customers through video-on-demand services. This certainly seems to be the future for TV advertising and was featured in more detail in last week’s Marketing Week magazine.

One of the themes of the night was whether, given the increasingly important role of data, marketing is an art or a science. Hear what our UK Marketing Director, Simon Rose, (who also was a judge for the awards) had to say here.

As a final note, I’d like to congratulate all the winners on the evening, including the winner of the Data Professional of the Year, Dan McBeth from Quintessentially Lifestyle.

Congratulations to all; see you next year!

The full winners list is available here.


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