In July 2020, Anna-Lee Bridgstock – a DataIQ 100 member – was hired to create the next-generation data team and decentralise siloed data operations. LBG connects to 150 APIs and warehouses 150,000 rows of social performance data daily, but prior to 2020 this was siloed across teams and platforms, drastically hindering data performance across the business. Additionally, it was shown that teams were not measuring campaign effectiveness, meaning LBG missed out on large data-driven project opportunities for clients.
There was a large operational transformation within LBG with integrated insights and performance data becoming an integral part of the planning and strategy processes. Since integrating data into the planning and strategic processes, LBG has flourished with a 66% increase in 2021 commercial revenue and a four-fold increase in data-client conversion. The results of this new data-driven organisation saw some campaigns record a 30% uptick in trial and a 9% improvement in sales.
Elsewhere, data was used to analyse and engage with audiences, with AI being utilised to monitor audience behaviour. To build upon this project, a community panel of 24,000 members was launched with pseudonymised survey responses connecting behavioural data to enable data-driven targeting and modelling, as well as quantitative and qualitative data.
This has led to the segmentation of audiences allowing deep dives into different data sets. One example has been seen within the automotive industry where drivers were grouped based on their claimed emotional and rational states, activated against content and advertising, leading to more thorough audience understanding, better content and a higher success rate.
