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22 November 2013 @ 09:00 – 17:00 Europe/London Timezone
Henley Business School
Henley-on-Thames, Oxfordshire RG9


Using Advanced Analytics to drive Marketing Effectiveness In The Creative Sector.

Andrew presented a keynote at this event looking at how social data and analytics can be used in the music and movie industry.

Henley Business School presents Marketing With Byte(s): Analytics With Attitude as part of its Creative Dynamics series of events for middle and senior executives within the Music & Creative Industries.

The commercial landscape in all sectors of our economy are now – most would agree – awash with data. For the music and creative sector, the story is the same. Labels, artists, events organisers and retailers are not just drowned in sound, they are also drowning in data. And yet, with a little common sense and effort, with a reasonable pool of data it is possible to apply advanced analytics to uncover the insights needed to help engage with fans either directly or through intermediaries and drive engagement and sales.

So, just how do you tame the firehose? What can you reasonably expect to gain by digging into the data? What are the limitations to what data can give you? What rewards are now possible from exploiting data? What data should you use? What should you measure and when? What tools do you really need and why?

Sir Richard Heygate who will chair the event is a long standing pioneer in applying advanced analytics technologies and techniques.

Sir Richard Heygate – Chairman / Keynote Managing Partner, Oneida Associates
Andrew Grill – Partner, IBM (former CEO of
Anna Morrough – Google, Entertainment & Media
David Orman – Vice President, KwameCorp
Colin Strong – Managing Director, GfK – Media & Entertainment
Marie-Alicia Chang – Music Metrics
Simon Presswell – MD – Ticket Master
Guy Champniss – Associate Professor of Marketing and Consumer Behaviour.