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Marketing Disrupted Series - Creative Draft (5)

Marketing Disrupted

Episode Two: Jatinder Singh, Chief Data Officer, DDB North America

Tuesday 28 September 2021
12:00pm - 1:00pm
Online

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Episode Two for Marketing Disrupted:
Driving deeper emotional consumer connections using data as a disruptive platform:

Jatinder Singh spearheads data science innovation globally at DDB and is passionate about championing data as a tool for marketers to harness and infuse insights and push creativity further.

Join us 28th September to hear incredible insights from Jatinder all about how to use data to drive meaningful connections and enhanced creativity.

MA’s new online series ‘Marketing Disrupted’ allows Kiwi marketers to learn directly from leading international experts and innovative thinkers. Our keynote speakers will discuss innovation and disruption in marketing, data, technology, and business.

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Episode Two:
Driving deeper emotional consumer connections using data as a disruptive platform

Jatinder Singh spearheads data science innovation globally at DDB and is passionate about championing data as a tool for marketers to harness and infuse insights and push creativity further.

Jatinder will show how this come to life for DDB’s clients, talking us through the approach they took to support the data capabilities of two major US clients going through digital transformation.

  • The difference data capabilities and the different flavours of data
  • Building experiences and human connections underpinned by data from not just a rational or behavioural perspective, but an emotional perspective
  • Motivational Canvas: an algorithm that uses taxonomy to convert thousands of behavioural attributes to motivators using Maslow's Hierarchy of Needs, going on to identify the motivators that divide and unite audiences and segments
  • Starting with the brand vs starting with the customer: a comparison of the data challenge in start-ups vs established brands
  • Using data and insights to understand what's driving not just equity but also demand
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Jatinder Singh

Chief Data Officer
DDB North America

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UPCOMING EPISODES

Episode Three: 30 September

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Dr Nicole Hartnett, Senior Marketing Scientist, Ehrenberg-Bass Institute Australia

Episode Four: 7 October

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Why does the pedlar sing? What creativity really means in advertising - can it still disrupt markets?

Paul Feldwick, Advertising Industry Thought Leader, UK