Turning Data Into Marketing Strategy & Action Masterclass

Data Conference Heading


Hosted by Victoria Searl of DataHawks


Tuesday, 25 February 2020
1 Moorgate Place, London EC2R 6EA


To Book:

Tickets are £295+VAT for Propel Premium members,£345+VAT for non-members.
Email: anne.steele@propelinfo.com or call 01444 817 691 to secure places



12.15pm: Registration

1.00pm: Welcome and housekeeping

1:15pm: Introduction – why should we be using data?

1:30pm: Myth busting – addressing some common myths surrounding data

2:00pm: Data basics – understanding the language of data

2:15pm: Using data to drive sales and long-term loyalty without sacrificing margin or brand credibility 

1. Knowing and understanding your customers ~ Hosted by Dan Brookman, Airship CRM 

  • Segmenting your CRM to drive personalisation and conversion
  • Improving the effectiveness and ROI of local marketing
  • Shifting the balance from reactive to pro-active marketing
  • Leveraging sales data to create the most compelling bundle deals
  • Identifying where to focus marketing spend
  • Giving dormant customers compelling reasons to re-appraise 

2. Applying context to data to build a complete picture ~ Hosted by Victoria Searl, DataHawks 

  • Linking data to qualitative insight, brand performance and external environment 

3. Building and optimising successful customer journeys 

  • Acquisition; finding new customers and leads
  • Conversion; increasing trial, frequency and SPH
  • Retention; providing compelling and relevant reasons to revisit 

4. Using your data to turbocharge the ROI and effectiveness of comms 

  • Targeting and re-targeting
  • Measuring the impact and effectiveness of offline marketing
  • Using data to identify the most effective partnerships and collaborations
  • Identifying your most effective communications channels 

5. Surfacing significant strategic growth opportunities 

  • Sub-market, category and daypart opportunities
  • Using data to benchmark and steal market share 

Case Study: Leon

3:15pm: Break

3:30pm: How to prepare for the unexpected by using data and tech 

  • Blunting the impact of brand-adverse weather
  • Retaining guests at sensitive times or responding commercially to a crisis
  • Improving the impact and effectiveness of discounts, offers and rewards
  • Retaining revenue when closing sites

3:45pm: Starting your data journey 

  • Practical strategies for building a data-led business
  • Knowing what data to collect and why
  • Testing and learning
  • Building your tech stack

4:45pm: Closing remarks and questions

5:15pm: Drinks sponsored by BT at The Tokenhouse, 4 Moorgate, London EC2R 6DA


Sponsored by:


Data MasterClass Sponsors


To download the schedule please CLICK HERE

To book places, email Anne Steele on: anne.steele@propelinfo.com