Data is critical to your survival and your ability to thrive in this harsh environment.   Your data strategy is the shelter and warmth that will provide protection and cover during your quest.   Data relating to content is your nourishment, the food and water that feeds your journey.   Your analytics data is your compass and your navigation mechanism, allowing you to know you are on track and enabling you to alter your course if you are being led astray.   You need tools and equipment for your journey and the technology you take with you can make all the difference – without a good knife where would we be…   And of course your magic key of data activation, it unlocks the value in your kit and lets you develop insight that will lead you to your destination.   So to help you weary travellers along your quest, to arm you with the best advantage and invigorate you with knowledge, ADMA are happy to share with you the DATA SURVIVAL GUIDE; everything you need to succeed. Produced in conjunction with the valiant speakers coming to you at ADMA Data Day in Sydney on the 27th April and Melbourne on the 29th April where more secrets will be revealed…

2. Venturing into the thick forests of marketing and advertising can sometimes be daunting, the forest grows ever
more complex, the skills needed to navigate your way more rigorous.
The lifeline that leads your way, which shines like the lighthouse beam on a stormy sea; DATA…
Data is critical to your survival and your ability to thrive in this harsh environment.
Your data strategy is the shelter and warmth that will provide protection and cover during your quest.
Data relating to content is your nourishment, the food and water that feeds your journey.
Your analytics data is your compass and your navigation mechanism, allowing you to know you are on track and
enabling you to alter your course if you are being led astray.
You need tools and equipment for your journey and the technology you take with you can make all the difference –
without a good knife where would we be…
And of course your magic key of data activation, it unlocks the value in your kit and lets you develop insight that
will lead you to your destination.
So to help you weary travellers along your quest, to arm you with the best advantage and invigorate you with
knowledge, ADMA are happy to share with you the DATA SURVIVAL GUIDE; everything you need to succeed.
Produced in conjunction with the valiant speakers coming to you at ADMA Data Day in Sydney on the 27th April
and Melbourne on the 29th April where more secrets will be revealed…

3. Angus Stevens
Digital Content &
Product Director
Nova Entertainment
Mike Sherman
Marketing, Insights,
CRM & Big Data
Expert
Hong Kong Telecom
Graham Cook
Group Head of
Digital Operations
Thomas Cook
Luke Rattigan
COO & Executive
Director
Sportsbet
Dr Peter Brawn
Founder
Gateway
Renee Welsh
Co-Founder & CEO
Booking Boss
Rodd Martin
CEO
Smart Video
Australia
Simon Reynolds
VP Marketing
Airtasker
Tim Hill
Co-founder
Social Status &
SocialROI.org
Sam Kline
Senior Manager,
Products &
Marketing (AU)
ANZ

5. “Having access to relevant and understandable data is like
having a watertight shelter, it gives you the comfort to make the
right decisions.”
Graham Cook - Thomas Cook

6. Graham
Cook
Group Head of
Digital
Operations
Thomas Cook
The more relevant the data, the more informed you are, and the
more reassured you are, that you’re making the right
decisions. For example, a travel company may base decisions
around what destination to market based on Google search
metrics.
Planning your data strategy is like planning your expedition,
you need to prioritise what you want to capture with clear
reasons why, make sure it is possible to capture the data and
present it in a clear and understandable format. It is also highly
advantageous to empower someone in your expedition team
(eg an analyst) to analyse the data and draw conclusions or
propose hypotheses from which actions can be taken.
Team work on your expedition is vital, in order to survive be
transparent with the data you capture, (share it with everyone in
your team and preferably the natives), everyone will benefit
from this, then empower people to propose insight and
hypotheses.
But a word of warning - be clear on who makes the decisions
and allocates resources to the actions – you do need an
expedition leader!!

7. “In an e-commerce business, having a data strategy
is key to building sustainable competitive
advantage.”
Luke Rattigan - Sportsbet

8. Luke
Rattigan
COO &
Executive
Director
Sportsbet
When you and your team are heading on a quest it is
important to have a single view of your goal, so it is with your
customer. Build a single view of your customer, don’t just rely
on a single data set for customer truth. Blend multiple data
sets together to get the deepest understanding of your
customers.
Your choice of equipment is critical; you need the right data
tech which is probably in the cloud, but before you invest too
much, use the test and learn approach to experiment with
various technologies.
Just as expeditions of old needed Royal backing, executive
sponsorship of your data strategy is key, as well as providing
the right environment and culture for your team.
Integration within your team is optimal, devolve analysts and
data scientists throughout the organisation and keep them
close to business stakeholders. Provide access to your data
to as wide an audience as possible and bring analysts and
data scientists together regularly to share learnings and
experiences.

9. “Data: big, medium or small, is just a tool, nothing
less, nothing more.”
Mike Sherman - HK Telecom

10. Mike
Sherman
Marketing,
Insights, CRM
& Big Data
Strategist
Hong Kong
Telecom
Data strategy shows us where we are headed and what is the
benefit we will deliver to consumers and to our
company. Lacking a clear strategy we are out in the cold, you
can end up with masses of data, powerful tools and a skilled
team but unable to produce valued output for your customers
or your company.
When considering the warmth and comfort of data strategy
think; what is the benefit you are creating for your current and
potential customers? You need to start with why the output
will be valued. Too much usage of big data ends up annoying
or harassing customers, not satisfying them.
The biggest challenge in big data is not collecting, storing,
analysing or using the data nor in finding the people who can
do these tasks well. The abilities and skills don't exist in a
single product or person, but they do exist.
The biggest challenge is in educating the end internal user in
how to leverage these abilities to their benefit. Too many end
users are still largely delivering mass marketing or quasi-
mass marketing campaigns, or those largely driven by
demographics or identical prior usage.

12. “Data is best used when looking to frame / reset the subjective
opinions that many within the business might have, around
content that's being delivered.”
Angus Stevens – Nova Entertainment

13. Angus
Stevens
Digital Content
& Product
Director
Nova
Entertainment
Food and nourishment are critical to survival, so it is with data and content.
If you look at the traditional 'food pyramid' and what makes a healthy diet -
there's sugars on the top - through to grains etc. Just as you need a variety
of food groups you need a variety of data sources and metrics when it
comes to content to make sure you’re getting the full picture. With data and
content you need to consider what is the most important outcome you're
after. Is it numbers to the site, sales conversions, a deep engagement with
the content across social etc.?
Once you've got clarity over the single most important factor - the one that
defines what your success looks like, then you can shape your content
strategy to serve that single purpose - thereby creating 'tasty' content that'll
nurture both your needs and that of your brand / client / consumers /
audience.
In particular the trick with data is making sure you accurately read what it is
telling you - rather than just skim the surface making reactive decisions,
you need to look at the broader picture and glean from it the principals
behind why your audience is responding in a particular manner.
Effective use of data allows you to break down trends to look at the specific
activity of your audience - the subsets within it, and from that information it
allows you to understand how to consistently deliver what your audience is
after.
The timing of content is just like your own diet - don't serve up fried eggs at
dinner time - i.e. the content that people want at the end of the day in their
Facebook feed is different to what that want as they wait at the station for
the morning train.

14. “Keywords are the breadcrumbs that lead your
prospects to water.”
Renee Welsh – Booking Boss

15. Renee
Welsh
Co-Founder &
CEO Booking
Boss
Creating relevant content pieces that address all stages in the
buyer journey is vital for any business that wants to succeed in
the digital age. However, there’s a huge difference between
producing content regularly and producing content that actually
drives results and delivers ROI.
Content topics need to be based on data insights from keyword
research, engagement metrics, as well as customer insights
gathered through behavioural data and additional research.
This kind of content creation process requires a strategic
approach and thorough planning in order to be genuinely
successful. Your keyword research is integral here.
Understanding user search data around your long and short tail
keywords, as well as the brand phrases, product or service
phrases, and intent words that buyers use to find your category
are key to understanding how you should blog.
There are 3 key elements of a content marketing strategy (not
to be confused with content strategy):
1. SMART goals
2. Persona profiling
3. Team Alignment
See Renee’s blog “3 things you should consider in a content
marketing strategy” for full details.

17. Simon
Reynolds
VP Marketing
Airtasker
Your expedition destination is like your chosen goal and analytics gives
you the framework to understand if the actions you are taking are
making an impact against your chosen goals. You gain learnings that
help you to continue down your strategic path or maybe you need to
change course based on your new learnings.
Analytics survival principles:
• Forget the vanity metrics, and stick to the harshest, most stripped
down metric you can find, (that aligns with your strategy or even
revenue). It may look worse, but when you move this number then
it's more telling that your efforts are working.
• Create your top level dashboards, and look at them every day. Use
these as your compass to understand how your journey is
progressing.
• Understand how the data works, and don't take it at face value. Dig
deeper to understand how numbers are made up, It's easy to say
your data driven by reading your compass, but you really need to
understand how it all works to understand the true meaning, to
extract insights as well as understanding if there are other factors
affecting your compass.
Analytics is like the framework on your map, you must enable marketing
members to have access to the map, and make it crucial to their jobs.
Their map and the framework is their window to their KPIs, so they
should be able to understand what they need to do to make the
numbers move, and be responsive and have learnings along the way.
They should take ownership of their individual parts of the map, and
understand them thoroughly, so they can lead the way.

18. “Of course you can navigate your way with our without a
map and compass, but analytics gives you additional
optionality around the possible course, and smarter
ways to get to where you want or need to go.”
Sam Kline- ANZ

19. Sam
Kline
Senior Manager.
Products &
Marketing (AU)
ANZ
You need to know where you’re trying to go… analytics for the
sake of analytics…you’re wasting everybody’s time! Analytics
for action is the key, focus on driving insights for action, and/or
decisions for maximum value!
You need other people aligned and working with you, (not
against!)...The ability to execute on insights often requires
coordination across a number of areas…@ ANZ we use a
simple value chain to explain how we need to align: Data ->
Analytics -> Product/Segments -> Marketing -> Distribution, to
ultimately get an insight-based communication with the
customer! With each of these steps, a continuous feedback
loop is critical to understand what’s working and not, in order
to continue test & learn and improve.
Continually reassess your course (conditions change often and
quickly)…Test, Learn, Repeat…it’s obvious but unless you’re
continually proving the value and adjusting as necessary, then
you’re likely to be off course (or well behind).
Analytics is not only like the investment in a good compass, it
provides way more, such as smarts around choices,
optionality, gamification and predictability, that’s what will
ultimately lead you to your destination.

21. “Investigating, investing and innovating technology is really a
form of conservation. All good trekkers know you don’t want to
be weighed down with unnecessary and obsolete equipment.
Better quality and more suitable equipment will save time,
money and ultimately last longer.”
Dr Peter Brawn – Gateway

22. Dr Peter
Brawn
Founder
Gateway
Beyond essential equipment for a trek, adding a few extra pieces of
kit can shine light on new approaches, mitigate risk and elongate the
journey. For any business delving in the data arena, getting the
balance between only adding equipment that will add value and
getting dazzled by cool but ultimately short sighted tools can at times
be tricky. Usually your fellow trekkers, (on your own team and in the
broader community) are the best people to highlight what is being
used effectively and what is dead weight. That solar shower purchase
at the Camping Expo seemed like a good idea at the time!
Tech is at the heart of our business, our research always has a
technical component, for example eyetracking or biometrics tracking,
which can help our team identify consumer insights that cannot be
acquired via traditional market research methods. Evolution is
normally a combination of improvement and efficiency, which is
definitely the case in the behavioural research sphere. The overall
approach; moving away from asking consumers to post rationalise
their choices and behaviour is not brand new, but the developments in
tech and data processing are opening this up to a broader range of
uses, companies and in a timelier manner.
Investing in tools that can assess a broad range of data points is a
basic requirement for most organisations today but with so many
marketers now using similar off the shelf martech stacks, adding
something extra whether that be data or a novel analytical approach
is vital to keep ahead of your competitors.

23. Data
Activation

24. “We all know data analytics & discovery is transforming how
organisations operate. Companies can gain incredible advantage by
predicting things like knowing what their customers want before they ask
for it. But with the growing ocean of data available, the magic key is
needed to unlock the data gems that can make a difference.”
Rodd Martin – Smart Video Australia

25. Rod
Martin
CEO
Smart Video
Australia
For me the key is turning insights into meaningful touch points that will
resonate with customers. That’s where the magic is – combining data
with powerful creative ideas, and delivering them to customers in
compelling ways.
Without a doubt the two most essential ingredients in data activation
are ‘creativity’ and ‘technology’. But in isolation they are nowhere near
as powerful as both working seamlessly together.
For us personalized video CX is a magic key for marketers. When
crafted properly, data-driven personalised video CX is a seamless
convergence of data, personalisation and video. It not only has the
power to create memorable customer experiences, it can do it at
scale, in real time. This means whenever the customer data is
updated in the back-end, the video is instantly updated. Videos aren’t
pre-rendered and hosted on a server, they’re streamed live, so
updating the customer information and videos can happen on the fly.
This allows organisations to do incredible things. A/B testing is
simplified and offer enhancement or messaging can be refined on the
fly. As financial services organisations move more of their customer
interaction online, their ability to retain a personal relationship with
customers diminishes. Engaging them through personalised video
allows organisations to continue a one to one dialogue with their
customers, but automate the process and do it at scale. Personalised
customer on-boarding videos not only increase NPS they cut call
center traffic.

26. Tim Hill
Co-founder of
Social Status
and
SocialROI.org
The real value unlocks for marketers when the full funnel is illuminated
from a social perspective. A large proportion of marketers track some social
metrics but don't have a full handle on performance from reach through to
conversion on social. This is really critical because without it, there is really
no way to assess the performance of social vs your other paid channels. In
some cases once CPMs, CTRs and CPCons are determined, social can
prove to be a far more cost effective medium than other digital channels -
of course this is very dependent on your industry.
Everyone is looking for actionable insights and with good reason. What's
the point of data without action points? Marketers need to be continually
optimising. "Perpetual beta" is a term that is gaining more traction and I
totally agree with the premise because what worked last month, probably
won't work next month. The challenge is finding the time and resources to
find these insights and continually optimise. This is where you really need
the power of a social analytics platform to do the hard number crunching
and provide the "so what" component.
The 2 magic ingredients for data activation:
1. Adopting a measurement framework that everyone in the business
understands and buys into.
2. Benchmark historically and competitively: without benchmarking there is
no way to gauge what's good and what's bad. A 2% Engagement Rate
might be fantastic in one industry and terrible in another. That's why it’s
important to always benchmark performance over time.
Social Status have established an open source social ROI Framework for
marketers and businesses to assist in measuring and communicating the
value of their social marketing activity, for more details see the blog here.

27. 20+ Global &
Local Speakers
+1 Social simulation
session
+1 IQ Data in a
Day intensive
SYDNEY 27 APRIL | MELBOURNE 29 APRIL
Data Day brings you a stellar line-up of global and local speakers who share their knowledge and real-
life examples of how to overcome data challenges. Data Day 2016 also includes new interactive
additions you won’t want to miss.
www.admadataday.com.au

28. THANKS TO ALL OUR BRAND CONTRIBUTORS
www.admadataday.com.au
The Ultimate Data Driven Marketing Survival Kit was produced by Miranda Bond on behalf of ADMA.
© Copyright 2016 ADMA. All Rights Reserved