‘We use data to look back at past campaigns, review what we did, analyse what worked well and what we could do differently’
with clients on an exclusively digital basis was that they were spending money with multiple agencies - from video companies, PR companies and digital companies elsewhere - meaning their message and offering was often very disjointed. “We saw the opportunity to bring it all together in one
place so that the customer isn’t being sold to, instead their budgets are being utilised effectively. “This time last year I remember sitting round a table and
talking about a pitch for a global American refrigeration company and we were debating whether we should or shouldn’t go for it. It resulted in a hugely significant deal, bringing together our full-service offering. I think we established ourselves as a serious player in the marketing agency world." Demonstrating value invariably includes providing
tangible results to satisfy return on investment and data is clearly a vital and ever-evolving tool to be used, not only in achieving results but also demonstrating them. “Data allows us to analyse the performance of what we
are doing to help drive results and it also gives us the insight and intelligence to change direction when we think we can achieve results in a more effective way,” says Jamie. “A huge part of what we do centres around spending heavily on industry software for tracking data, such as tools
that help us understand behavioural activity, audience reach and target audience. We use data to look back at past campaigns, review what we did, analyse what worked well and what we could do differently - all of this feeds into our plans for future campaigns.” Data – notably the obtaining and use of data - has been
in the headlines recently and not necessarily for the right reasons. The current climate, coupled with the imminent new GDPR legislation, means that the perception of, and confidence in utilising, data is not always a good one. That said, while incorrect use of data can be a serious
matter from both a legal and reputation perspective, Jamie is keen to focus on the positives as he believes that, when done right, data can be a force for good – both for business and consumer. “The amount of data you can obtain now is scary and it’s
increasing all the time. I think now it’s all about getting clever but clearly staying within the rules,” he suggests. “I think GDPR is going to negatively affect those
businesses that are doing the wrong things anyway. Clearly if you’re buying data lists, storing data incorrectly and marketing to people who aren’t interested in what you do then it isn’t going to have a positive result, you’re going to waste your investment and ultimately you are likely to get caught out. Those businesses that are collecting data from people who have shown an active interest in the products and services they offer, and have considered carefully what it is they are communicating, are the ones that are successful anyway. I don’t see them being negatively impacted by GDPR.”
business network May 2018 41
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