Chris Whitelaw, I Spy
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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
  •