Marketing Data Special Interest Group Committee Workshop Session September 2016

Data Advisory Group Context The [Marketing] Data Advisory Group is focused on… …data that is used for marketing purposes! What is data Personalised Customer centric Behaviours Privacy Security Relevant to market Decision / execution Asset – under utilised Analyse/objectives/ actions Info about your customers Reduce wastage Central to business objectives Aligned to finance and marketing Language of business vs. customer Predictability Forward looking Review Create growth and value Best practice Marketing Context Ensuring data privacy Obtaining access to required data Utilisation and impact of technology Tools to leverage data Knowledge about data - what’s in it and how to use it How to educate others Ownership of the data – Data governance Ways of working with data and between teams Obtaining senior buy-in to data strategy and tactics Ensuring the data talent pipeline of people Networking opportunities for data and non data focused people Data Advisory Group Context To provide thought leadership in the area of data marketing: Identification of key topics for whitepaper development, event topics and InBox content.  Develop the MA data advisory service by producing best-practice guidelines on key topics Release at least 2 thought leadership papers per year InBox article content 1 per quarter Review and guide education requirements for talent development of data marketers Provide practical education on relevant data topics through interactive forums, our online data advisory service, specialised events and access to leaders in the industry Identify the gaps in the development of talent for data marketers in New Zealand – post graduate to CMO Build a pipeline of talent for the [M]DAG Champion industry issues for data marketing by being the voice of NZ marketers Become the first point of reference for data guidelines, best practice and education in New Zealand Identification and response to marketing data issues/opportunities Data privacy and permissions DNC, DNM & DNeM DWR Presentation at MA events to the membership on current issues