Mining Data for Insight by Merry Baskin & Pete Canning


Coming out of a unique joint initiative between the Institute of Practitioners of Advertising (Britain’s ACC), the Market Research Society, the Marketing Society (client body), Facebook and Twitter (social platforms, duh), this session will now ALSO be able to share with you the latest expert guidance on how to glean and leverage social media insight for business success. Prior to this session in Brussels, it will have just been aired and launched in London, New York and Sydney.
This half day/four hour interactive workshop is STILL designed to give an intense dive into using data (of all kinds from all sorts of sources) to isolate actionable insight, mixing both theory and practice. It will give you the confidence to seek out data (rather than hide from it) and use it to build effective strategies and creative ideas.
You will get the chance to work with different types of data and use them intelligently to create actionable in sights for your brands. Some of the topics are:
  • How to spot an insight
  • How to work through data quickly and effectively
  • How to avoid misinterpreting data
  • How to use segmentation
  • How to understand statistical significance
The workshop is aimed at planners, account handlers and brand managers of any kind of agency or brand (no math background is required). If you work in social media, and are involved in planning and reporting on social media activities, or are interested in effectively measuring the results of your (integrated analogue and digital) campaigns, then attendance is essential.  Delegates will be able to access ‘free’ practical guidance downloads (RRP €250) and there will be a ‘best practice’ case history issued as pre reading homework.
Trainer Biogs
Merry Baskin, former Head of Planning at Chiat/Day/TBWA in New York and JWT London, will lead the workshop. An expert planning practitioner who has chapter and verse on the use (and abuse) of data, and Merry is an inspiring and encouraging teacher. 

Her co tutor is Pete Canning from the Nursery Research and Planning, Soho, London. He a 15 year veteran of the market research industry – 10 of those focusing on brand and advertising research. As Quantitative Research Director at The Nursery his mission is doing research to help brands grow. Pete’s clients include: Subway globally, Travelodge hotels, Yorkshire Tea, VisitBritain, LEGOLAND, Britain’s National Health Service and Macmillan Cancer Support
This workshop will whet your appetite to learn how to identify, plan and measure campaign returns which lead to a viable ROI.. There will be at least one ‘best practice’ case history issued as pre reading homework (and yes, there will be a test). This session is for those involved in planning and reporting on social media activities, and those interested in effectively measuring the results of their (integrated analogue and digital) campaigns. It is not for the passive planner – you will be expected to participate!

ACC Hosted

  • Open to all
    • Junior
    • Senior
    • Account & Project mgt skills
    • Management skills
    • Strategic skills
  • ACC Belgium rue Saint-Hubert 17 Sint-Huibrechtsstraat 1150 Brussels
  • 20.09.2017
  • 12:30 - 17:00
  • Members
    295 € + VAT
    395 € + VAT

Cancellation Policy: Merry Baskin

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