We discussed branding, creative, testing and measurement, but also went a step further in understanding the outputs of big data analysis. Additionally we introduced the concept of thick data, which promises a more customer-centric approach. From the lens of empathy and scaling up our reach, we also explored the future of inclusivity in advertising and how to incorporate it into wider marketing planning and execution.

Empathy at Scale with Thick Data 

To kick off the event, our Growth Consultancy Director, Charlie Davison presented “Empathy at Scale with Thick Data’ –  a unique approach to the value of ‘thick data’ to drive a human-first approach to branding and advertising.

Diversity Unlocks Discovery

This was followed by a thought provoking talk by Luis Gomes, Client Solutions Manager at Meta. In his session he shared the key steps, mindset, and tools that enable businesses to adapt and scale, and minorities to feel seen and heard. “We don’t need perfection, we need progress.” Luis said.

Brand Building

Next, Sophie Ellis, Agency Lead at Meta explained how a full-funnel approach helps to achieve both short and long-term goals, and how by increasing reach, audiences are built for lower funnel campaigns.

Influencers: Creating Tailored Meaningful Experiences

Gav McKenna, Senior Account Manager at Incubeta, gave an interesting presentation on how we should look at ‘Influencers’ as a channel that needs to be planned with its own objectives, KPIs, and measurements.

Testing & Measurement Panel

We finished the event with a panel of industry leading experts;  Fran Darvill, Senior Media Manager at M&S, Salman Ullah, Marketing Science Partner at Meta, and Tom Mullany, Brand Specialist at Incubeta. The panel discussed testing and measurement, covering a variety of topics including: how to test a more diverse approach with your advertising, and how to prove the approach is successful.

Don’t miss out! 

If you missed out on the event don’t worry, you can get access to our informative talks on demand!