Your data with destiny

The data flow wars

In the near future wars will be fought over scarce resources, for example; water, oil, and food. The other war that will be fought will be over, data. Today in the networked society we leave data trails; plumes of information, the personal exhaust from our digital interactions. These are the shadows and footprints of our daily lives. This data is in fact the raw material which when refined becomes the Black Gold of the 21st Century. No wonder companies are so desperate to harvest, aggregate and refine that into valuable intelligence, which they hope will offer them significant commercial returns in revenues and competitive advantage.

Dynamic data flows marketing and commerce

Data is moving centre stage in the highly competitive world of marketing and commerce. Yet, your destiny with data is complex, because, there are legitimate concerns raised about who actually owns that information. Privacy issues become a bloody battleground when our identities and behaviours can be pieced together by trawling and aggregating exhaust data for others commercial gain. Offsetting that argument is the fact that our mobile devices are becoming, or have become our remote control for life. And we will increasingly use our devices for more than just voice and sms. People today also live in a world defined by search – where we are searching for knowledge and information that enables us to take decisions and make transactions which are also contextualized by time and place. But to get that life-enhancing and life-enabling information we must also give away information about ourselves to enhance the quality of the information we seek.

Dusty data warehouses

In the Lord of the Rings the ragtag bunch fight the Bulroc in the mines of Moria, as they escape Gandalf faces up to this terrible beast and says, “you shall not pass”, something that data warehouse managers often say. They are the gatekeepers of the digital black stuff, but what is not realized fully is this, this is the raw material which will fundamentally change the role of commerce. Because that data can also deliver products and services that really enable us as people to make better transactions and decisions.

This means companies, and service providers, must rethink how they create, sustainable value, because in the search economy, where we are pulling on information to enable us to make and take better decisions and transactions, the old way of doing things just wont do. The massive flows of people interacting with each other, produces unprecedented quantities of data. But even more than that, huge databases are being plugged into each other, data becomes dynamic, real-time, flowing like a torrent. And, it affects everything that you want to do as a business and as an organisation. Whether you are a one-man band or a large corporation – data, harnessing it, aggregating it and refining it into intelligence is something you must be knowledgeable of.

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And as Howard Rheingold said, “do not stand at the end of the queue of information – but stand in its flow.”

Everyone knows “knowledge is power” but “knowing is not enough we must apply” wrote Goethe.

Workshop outline

This workshop will enable you to understand the key issues around data and how data can be applied to harness business success.

  1. Understand the world of Social Media from the perspective of the Web (social media), mobile/telecoms and traditional media
  2. Understand the significance of data within social networks
  3. Work with social media metrics like Alpha users, cost-per-relevant-audience and others
  4. Learn from case studies from enterprises who have successfully deployed dynamic data flows into their communications, marketing and business models
  5. Learn how to create and execute powerful marketing campaigns that are underpinned by intelligent data
  6. Recognise the growing significance of Privacy in marketing and our world in general

Who should be attending?

Anyone that wants to gain an understanding on how the role of data becomes central to driving business success in the networked economy

Marketers of all creeds

Entrepreneurs

Head of strategy

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