MENA | LATAM delivery: Tuesday 14 June, 2-3.30pm (BST)
APAC delivery: Thursday 16 June, 5.30-7am (BST)
The focus of this session is twofold. First, we will discuss advertising and communications with an emphasis on new ways of thinking about these key components of marketing strategy execution. Second, data and analytics will be featured, focusing on how marketing professionals should be making the most of increasing amounts of data to drive their strategies, customer management activities, and campaigns. Specifically, we will:
- Remind ourselves of some basic models of mass communication, persuasion and social influence
- Consider new(er) forms of advertising/communications media channels and how they can be effectively used
- Appreciate the importance of data in marketing and, in particular, analytics (including machine learning and AI based approaches) for informing good decision making