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Propel’s Data Masterclass

DataHawks founder Victoria Searl highlights the opportunity in marketing and why a data-led strategy can help build resilience.

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MAKING THE MOST OF YOUR DATA

Data Masterclass: Datahawks – How to use your data to build post-lockdown resilience & business success – PART ONE

Hosted by Propel and kickstarting our data masterclass, DataHawks founder Victoria Searl uses a classic kids story to highlight the opportunity in marketing and why a data-led strategy can help build resilience. Vic reflects on two decades of hospitality, outlining the evolution of our sector and explains how hospitality had changed long before Covid. Vic then delves into the era of personalisation we now operate in to discusses the particular data points we need to be capturing to understand the demographic, geographic and behavioural profiles of our customers to drive optimum engagement and the importance of understand the ‘why’ as well as the ‘who’, ‘what’ and ‘when’. Vic talks through the seven steps to creating a business changing acquisition, conversion and retention strategy, with actionable examples using recent client case studies to show the importance of knowing and understanding your most valuable customers, and the impact on revenue of converting those is less valuable bands. And finally, sets out a bold vision for future marketing, based around using data to build a ‘digital dialogue’ with our customers

Data Masterclass: Datahawks – How to use your data to build post-lockdown resilience & business success – PART TWO

DataHawks founder Victoria Searl closes the ‘Making the most of your Data’ masterclass. Vic looks at why we often find it so hard to use data to inform our marketing decisions and highlights the opportunity we have now in ‘track & trace’. Vic then makes the case for data, explaining how data has been used for centuries to identify the correct course of action, and why data is an essential component in understanding our customers true motivations. Vic highlights how other sectors, including supermarkets and online subscription services are using data before busting some common myths and misconceptions around how data might impact the heart and soul of hospitality. Finally, Vic outlines how to get started on your own data journey with some top tips (using examples from Hennessey and McDonalds), details the specific data fields you should be capturing and how – before reflecting on the videos we’ve seen from our partners and reminding us of their key messages.

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