Creative Dynamics Series - Marketing With Byte(s): Analytics with Attitude

Event factfile

Date of event: 22 November 2013
Event ends: 22 November 2013
Start time: 11:00
End time: 18:00
Price: Standard Delegate: £294.00. Alumni/Henley Student:£120.00. Music Business Programme: £120.00
Creative Dynamics Series - Marketing With Byte(s): Analytics with Attitude

Creative Dynamics is an innovative new series developed to provide engagement with industry on cutting edge topics throughout the creative sector.

Creative Dynamics is an innovative new series developed to provide engagement with industry on cutting edge topics throughout the creative sector.  These events are for SME’s and corporates designed for middle and senior management across the creative industries. They allow for the development of new insights, strategic discussions and new perspectives to be discussed in a positive environment.

22 November 2013 - Marketing With Byte(s):  Analytics with Attitude

Using Advanced Analytics to drive Marketing Effectiveness In The Creative Sector

Marketing With Byte(s) is a middle and senior executive level event focused within the Music & Creative Industries. Speakers will showcase the latest cutting edge thinking and innovation in applying advanced analytics to generate and manage market demand for creative products and services.

The commercial landscape in all sectors of our economy are now - most would agree - awash with data. For the music industry and the creative sector, the story is the same. Labels, artists, events organisers and retailers are not just drowned in sound, they are also drowning in data. And yet, with a little common sense and effort, a reasonable pool of data it is possible to apply advanced analytics to uncover the insights needed to help engage with fans either directly or through intermediaries and drive engagement and sales.

So, just how do you tame the firehose? What can you reasonably expect to gain by digging into the data? What are the limitations to what data can give you? What rewards are now possible from exploiting data?  What data should you use? What should you measure and when? What tools do you really need and why?

Henley Business School presents Marketing With Byte(s): Analytics With Attitude as part of its Creative Dynamics series of events specifically from the music industry and creative sector. The seasoned panel of experts for this event will answer all of these questions and illustrate their talks with relevant and helpful case studies that will help you apply.

Sir Richard Heygate who  will chair the event is a long standing pioneer in applying advanced analytics technologies and techniques to help blue-chip organisations build relationships with the people who are fans of brands that these organisations market and sell. With case studies drawn from leading players across the Creative Sector, the audience will develop insights on how to anticipate, predict and respond to audiences across radio, TV, film and music. The aim is to show how advanced analytics can help their own marketing strategy not only become more focused and more relevant but provide a measured return.


  • Sir Richard Heygate - Chairman / Keynote Managing Partner, Oneida Associates
  • Andrew Grill - Partner, IBM (former CEO of
  • Anna Morrogh - Google, Entertainment & Media
  • David Orman - Vice President, KwameCorp
  • Colin Strong - Managing Director, GfK - Media & Entertainment
  • Marie-Alicia Chang - Music Metrics
  • Simon Presswell - MD – Ticket Master
  • Guy Champniss – Henley Faculty - Associate Professor of Marketing and Consumer Behaviour
  • Helen Gammons – Henley Programme Director – MBA for the Music Industry and Creative Dynamics Series.
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Contact Us

For more information about this event, please contact Lynne Johnston by email at .

Getting There

Henley Business School, Greenlands Campus

Henley Business School,Greenlands,Henley-on-ThamesOxfordshire