chris whitelaw, i spy
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TRANSCRIPT
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