Paul Laughlin, MD of Laughlin Consultancy, was a keynote speaker at the Chartered Institute of Marketing’s Marketing Analytics & Creative conference held in Cardiff on 29 Sept 2016.

Marketing analytics, technology and automation is changing the marketing landscape. Such developments are giving marketing leadership new decision-making firepower, but also new challenges.

The aim of this event, is a good understanding of how data and technology is having an impact on the marketing and creative function. How they both co-exist and complement each other. How to make customer communications more relevant, engaging and provide the customer more value. Plus, a good idea of the type of people and skills you should develop to take your marketing forward.

Paul shared on the Softer Skills needed by Analysts, to help guide today’s marketers. Why it is not all about geeky data scientists. Rather, the skills that marketing leaders need to develop in their analytics teams, to enable real value generation.

This event counts as 3.5 hours of CIM’s CPD credit.

Other speakers confirmed include:

Paul has sharing a copy of his presentations & reflections on lessons from this event on our sister blog Customer Insight Leader:

Data doesn’t kill creative, it feeds it (how to use both)

This week I had the opportunity to speak at the CIM’s “Marketing Analytics & Creative Conference” in Cardiff. #CIMSmartArt proved to be a great event. Expertly chaired by Sameer Rahman, it focussed on the challenge: Is data killing creative? In a room with a mixture of data-led and more design/creative focussed marketers, 4 speakers had opportunity to share their experience.

We hope this encourages creative and data professionals to collaborate more in future.