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Executive Education
Clariden Leadership Institute
Certificate In Predictive Marketing Analytics (SG)
Huw Davis
HH Global interactive and Blueberry Wave, a HH Global Company
Huw Davis, HH Global interactive and Blueberry Wave, a HH Global Company
  • A recognized leader in global data analytics and measurement delivery, Huw Davis was a key lecturer on the UK IDM Direct Marketing Diploma course, and named the IDM’s Educator of the Year in 2004.
  • He has cultivated data literacy in over 3,000 marketers in the last 15 years. In 2013, he was awarded Data Professional of the Year by his peers at the Data Strategy Awards in Europe.
  • Huw Davis has consulted a large number of leading multinational corporations across Asia Pacific including Telkomsel, Dell ad Saxo Bank and Unilever.

 

Huw is a recognized leader in global data analytics and measurement delivery. 

 

In the past 30+ years his career has taken him from the actuarial department of BUPA Health Insurance to a range of agencies and consultancies, especially following the buyout of his first company, Data by Design to Experian, in 1998. Huw has served as General Manager for Data and Consulting at OgilvyOne Worldwide, and then as the Chairman of EHS Brann Discovery and Global Director of Data and Discovery for Euro RSCG 4D (now known as Havas Worldwide) for 6 years.

 

In March 2007 he founded Nanomarketing based in London and Singapore, an independent data strategy and analytical consultancy and has spent 9 years in the APAC region developing data and CRM strategies for clients. Clients included Minor Hotel Group, Nando’s, Pizza Hut, The Body Shop, River Island, SK-ii, Telkomsel, Dell and Saxo Bank. 

 

He joined J Walter Thompson in 2016 to develop and enhance data offering to clients. These clients included Unilever, Nikon, Treasury Wine Estates, Thai Airways,  HSBC, Nike and Unicharm.

 

At the start of 2020 Huw joined HH Global to become the Data & Analytics Director for APAC with the remit to develop all things data and digital in the Region. He has worked with the team on Walmart, Bayer and HSBC to name the top three of his clients.

 

Huw is a key lecturer on the UK IDM Direct Marketing Diploma course and a regular global conference speaker.  Along with his Honorary Life Fellowship, Huw was named the IDM’s Educator of the Year in 2004. It has been estimated that he has taught over 3,000 marketers to become more data literate in the last 15 years or so.

 

In 2013 he was awarded Data Professional of the Year by his peers at the Data Strategy Awards in Europe.

 

Testimonials

 

"Huw is very nice and open, and creates a great environment for everyone to ask questions. He clearly knows the subject matter very well. Really enjoyed it and tutor kept it entertaining and informative. Lots of useful and immediately relevant information."

- Digital Marketing Manager, Karen Millan Fashion

 

"Very interesting course, giving me some good insight into the theory of data analysis and how it can be applied with some good case studies."

- Multi-channel CRM Manager, Argos

 

Program Summary

Organizations are inundated with marketing data. To predict what customers need, you need to have a solid data analytics framework, powered by the right tools and methodologies for your industry and customer base. This program will show you how to uncover insights hidden in customer data, provide visibility into trends and patterns that will help you predict what customers need with highly personalized marketing and optimized marketing spend. 

Our award winning marketing analytics and data science expert, Huw Davis, will walk you through practical theories, tools, techniques, strategies and practical knowledge on how to convert raw customer data into powerful insights that anticipates what customers want exactly by using advanced modeling and machine learning.

 

By creating single customer view for every customers together with customer journey mapping and advanced modeling, you will discover how to analyze data, uncover hidden patterns and relationships to aid important marketing decisions and predictions. Huw will show you commonly used models for predictive marketing analytics. With insights from extensive consulting work around the world, this program will also show you frequently used marketing analytics together with data visualization and marketing metrics.

 

This program will improve the efficiency and effectiveness of your marketing expenditures across all spectrum of your marketing activities and provide a clear convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.



Programs, dates and locations are subject to change. In accordance with Clariden Global policy, we do not discriminate against any person on the basis of race, color, sex, religion, age, national or disability in admission to our programs.

Introduction

You may have heard of a saying that has sprung up in recent years: “data is the new oil”. This is no mere buzz-phrase; the massive data footprints everybody leaves online conceal actionable insights about customers, prospects and the market in general. Combining this data with more traditional off-line transactional and behavioral data provides a fuller picture of customers’ needs and experiences with a brand or business. 

 

But how do you get started working with this data, and answering critical strategic questions like these?

  • How do we manage data so that it consistently represents customer behavior and needs?
  • How do we monitor the effectiveness of our marketing and sales activities?
  • How do we develop an analytical strategy around our business objectives?
  • How can we use data to segment to improve targeting of communications and increase customer value and engagement?
  • How do we effectively disseminate insights generated within our organization?
  • What type of tools and resources do we need to achieve a robust data solution?

Find out in this two-day program, which explores in detail the power of data - both digital and off-line. Building on successive learning sessions to help every delegate develop a personal route through the complex world of data and analytics, this program will offer detailed explanations of different predictive and descriptive techniques in an easy-to-understand way, along with a range of recommendations on defining and future-proofing your digital data strategy for the 2020s.

 

You will take away knowledge on how to leverage data for the following, and more: 

  • Identifying the customer journey before they even consider your brand
  • Knowing when and how customers want to engage with your brand
  • Tracking the behavior of different customer segments and optimizing their routes to purchase
  • Identifying new products or services based on customer experiences and needs

What You Can Expect

  • Learn the most effective ways to identify the best-fit data analytics framework for your business
  • Find out how to structure and collect the right information, including non-digital 1st party information, to support data strategies that achieve business objectives
  • Define what you should be tracking and monitoring beyond the basic digital metrics
  • Discover the pros and cons of each analytical technique
  • Take away knowledge on how to define a customer data strategy from KPIs, single customer view development, test and evaluation approaches and modelling techniques

 

 

 

Who Will Benefit Most

The course is aimed at non-analytical managers who want to learn how to best use their digital data and work with technical teams to develop a customer-centric analytical strategy, as well as marketing and brand managers, digital and business strategists and IT managers who desire a better understanding of digital data and its uses across the business.

Program Outline

Day 1 – Developing Your Data Strategy

 

  • The Power Data Analytics in Our Digital World
  • Understanding the Need for Quality Data, not Just Any Data
  • Mapping the Customer Journey and Data Insights 
  • Developing a culture of knowledge discovery in data
  • Defining the KPIs and Metrics
  • Creating Single Customer Views and Insight Engines
    • From Proof of Concept to full deployment
  • Exploratory Data Analysis – the foundations of any modelling
  • Data Mining Techniques – looking for patterns in a mass of information

 

Day 2 – Developing Modelling and Evaluation Strategy

 

  • Machine Learning Approaches
  • Supervised and Unsupervised Modelling – What to use and why
  • Dynamic Customer Segmentation to be used to improve predictive modelling
  • Creation of Machine learning predictive models
    • Explanation and application of different techniques including;
      • General Linear models,
      • Logistical
      • Tree Modelling
      • Random Forest
      • Discriminant
  • Scorecard development, lift and gains charts
  • Layman interpretation of output
  • Visualisation techniques to monitor the success of models built
  • Understanding the concepts of testing and experimental design
  • Test, learn and adapt frameworks
  • A/B and multivariant testings
  • Rules and simplified formulas to see what is working or not
  • Content response modelling
    • Understanding the attributes of digital content
    • Sequencing and decision processing of content
    • Programmatic Analysis

 

Throughout the two days there will be a range of case studies from retail, travel, FMCG and financial service clients. The majority of examples will be APAC brands and services.

 

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Venue: Shangri-La Hotel, Singapore
Date: 9 - 10 July 2020
Faculty: Huw Davis
Early Bird 1: S$2,595 (by 11 May 2020)
Early Bird 2: S$2,795 (by 8 June 2020)
Regular Fee: S$2,995
Group Discount: 2nd participant get 10%, or register 3 participants and 4th participant get a complimentary seat
(1 discount scheme applies)
Note: GST is applicable to participants from Singapore registered companies.
Contact: [email protected]
 
 
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