In Kantar’s 2021 media trends and predictions, the value of data and analytics is listed as one of the ten key areas. This is summarised as follows: “Ensuring that a brand remains relevant while generating demand will necessitate a new level of data-driven marketing. A purposeful data strategy for owned data within the organisation will require integration with reliable and validated external data sources.”

Owned data is therefore seen as key, alongside analytics to fuel optimal investment.

Any business that has an online offering in particular is sitting on a wealth of valuable data. But how many of you are using this to its full potential?

You may think that you know your clients, but when your data is properly interrogated, the results may surprise you.

We recently undertook a planning exercise for a new client, which led to the discovery of three important factors:

• Their client base was older and more affluent than they had believed
• Their active client base was concentrated strongly in certain postcode areas
• Social media consumption was not as prevalent with their client base as they believed

This knowledge allowed us to offer strategic investment solutions that will focus their media spend a lot more efficiently and reduce wastage, as well as help inform their creative decisions.

In summary, you could be sitting on a goldmine, so why not let us help you realise its value?