The connection between the online and ‘offline’ worlds have for a long time been a topic of interest for marketing experts. As a result, Latitude Digital Marketing came together with CallCredit Information Group and The Trading Floor to organise Performance 2012 – an event full of digital and data insight. The summit took place at the amazing venue of British Academy of Film and Television Arts in London, Piccadilly, on Thursday, April the 19th and gathered as many as 150 guests, despite the cold and rain.
Google’s Paul Coffey started off the day with introducing guests to Google + and explained how it aims to make sharing on the web more like sharing in real life. There were tips on how business can benefit from the social network platform and a live hangout with the singer Daria Musk from the US east coast and her fans from all over the world.
Next up on the stage was Bruce Daisley, Twitter’s commercial director in the UK, who highlighted Twitter’s changing role as not just a social network, but an information network. According to Bruce, a massive 1 billion tweets are now being sent every 3 days. In addition, Bruce pointed out that Twitter often finds the right answer before the user knows what question to ask, and adduced examples of Absolute Radio, American Express and British Hear Foundation and their efficient use of Twitter.
The duo then joined Darran Kilburn from the online retailer Get The Label for a panel discussion ‘Social marketing: where UGC, hyper-relevance and pageviews collide’ where the panellists discussed the future of social marketing.
After a refreshment break the event broke up into two different streams. The data stream saw Kevin Telford, Callcredit Strategy Director talk about monetising data, and Craig Carr from Lifestyles Online sharing his opinion on Lead Generation.
Meanwhile in the digital stream, Paul Kennedy from Callcredit focused on geo social services looking at, among other things, the correlation between checkins and likes. His presentation was followed by the ‘Getting personal’ panel session chaired by Latitude’s own Holly Wilde and her guests Dax Hamman from Chango, Biren Kalaria from Invite Media, Andrew Morsy from Struq and Niki Stoker from Tribal Fusion. The big part of the discussion was the effect cookie law will have on retargeting in the UK, with the panellists agreeing that the next generation of consumers will most likely not be so hung up on online privacy.
The streams were again joined after lunch, when the main stage was taken by Zoe Palethorpe, the Data Assets Director from Trading Floor and Callcredit’s Managing Director Chris McDonald, who covered the topic ‘Big data: big picture – building a 3D view of the consumer’. The presentations were followed by ‘Single person view – digital and data glued’ by Kevin Telford and a panel session with Alex Willcocks, VisualDNA CEO, moderated by Antony Gegley from Database Marketing. Richard Gregory, Latitude Chief Operations Officer then grabbed everyone’s attention by declaring that ‘the desktop is death’ while presenting statistics of smartphone usage, mobile display and tablet growth. The end of the day was spiced up by COI Director of Direct Marketing and Evaluation Marc Michaels who shared a word on an integrated multi-media approach to behaviour change.
The conference was followed by reception drinks, when the guests shared views and experience of the day, networking and soaking up the magical atmosphere of BAFTA venue.
If you missed out on all the news and statistics, you can download the presentations from Performance 2012 by clicking here.
