chris whitelaw, i spy

Opportunities in Data and Analytics

MY CONTROL Mobile marketing

UPCAST Social Advertising Technology Platform

AD CONTROLPaid search, Facebook, Display

CROWD CONTROLSocial Media

JOURNEY CONTROLAnalytics and conversion

TRAFFIC CONTROL

Natural Search

Introduction

"I know that half of my advertising works. The problem is, I don't know which half." 

John Wanamaker

Not again…..

Not correct

What has changed?

. 

(Not to scale)

Source: PwC / Advertising Association / Internet Advertising Bureau / WARC Note: Directories are estimated

The changing media landscape

Job functions in this area

• Media planning/buying

• Biddable media / display

• Search engine marketing

• Analysing data and actionable insights

• User experience/conversions

• Client management

Best things about it…

• Growth area with lots of opportunity

• Influence key business decisions

• Technology constantly innovating

• Fast paced change

• Following the money

Worst things about it…

• Getting creative types to understand that

the numbers matter

• Explaining to a client when a campaign

goes wrong

• Explaining what you do for a living to your

mum

Skillsets required…

• Creative problem solving

Skillsets required…

• Numerical ability and analytical mind-set

Skillsets required…

• Ability to spot patterns, trends and

correlations

Skillsets required…

• Creative problem solving

• Numerical ability and analytical mind-set

• Ability to spot patterns, trends and

correlations

• Great communicators

• Tough negotiators

What degrees work best…

• Maths/Statistics

• Computer Sciences

• Commerce/Finance/Accounting

• Any requiring rational thought

Career prospects…

• Possible career paths:– Account Managers / Account Directors

– Strategists

– Project managers

– Web analyst

– Conversion optimisation

– Paid search

– Conversion optimiser

– User experience

– Media planner

Who may be interested…

Anyone smartAnyone with strong numerical abilityAnyone with great commercial senseAnyone wanting to working with big brandsAnyone that loves media and the internetAnyone that embraces changeAnyone that wants a job