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Chris Whitelaw, I Spy
 

Chris Whitelaw, I Spy

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    Chris Whitelaw, I Spy Chris Whitelaw, I Spy Presentation Transcript

    • Opportunities in Data and Analytics
    • MY CONTROL Mobile marketing UPCAST Social Advertising Technology Platform AD CONTROL Paid search, Facebook, Display CROWD CONTROL Social Media JOURNEY CONTROL Analytics 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) .
    • The changing media landscape Source: PwC / Advertising Association / Internet Advertising Bureau / WARC Note: Directories are estimated
    • 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 smart
      • Anyone with strong numerical ability
      • Anyone with great commercial sense
      • Anyone wanting to working with big brands
      • Anyone that loves media and the internet
      • Anyone that embraces change
      • Anyone that wants a job
    •