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Implementing an effective data strategy
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When: 10 May 2018
Where: Central Hall Westminster
Storey's Gate
London, London  SW1H 9NH
United Kingdom
Contact: Lucie Click

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Date and time

Thursday 10th May 2018, 15:00 to 18:00


Research has shown that 60% of the CRM initiatives that fail globally do so because of management’s lack of confidence in the data; hence the need for a formalised and documented data strategy that all departments of an organisation can buy into. This is a fundamental element of delivering targeted and timely communications and content to members thereby enhancing membership engagement.
A data strategy applies to all data and supports your data's primary function in delivering organisational goals through addressing key business objectives. To be successful, this data strategy must be set in the context of an organisation-wide data culture.

Why attend

  • Get Fact vs Fiction information.
  • Get answers to critical data questions

Who should attend

Anyone who works in marketing, communications, membership, community, data managers and directors.


15:00 Registration, Refreshments & networking on arrival
15:30 Presentation: Defining and designing an effective data strategy for your organisation
Michael Collins, Managing Consultant, Database Marketing Counsel
  • The practicalities to be considered
  • Different types of data being used and their provenance
  • The introduction of data governance and stewardship policies and processes and their impact
  • Embedding a data culture where there may be resistance or lack of understanding about its value
16:15 Presentation: A successful data strategy and culture implementation case study
Andy Shilton, Information Services Director, Chartered Insurance Institute
  • Challenges faced by the CII leading to the development of the strategy - size and location of membership; range of activities
  • How the process was started - who was involved, what steps were taken, how were members involved?
  • Drawing up the strategy and gaining organisational buy-in
  • Developing a data culture
  • Outcomes and successes
17:00 Discussion, feedback and conclusion
17:30 Drinks reception and short tour of Central Hall Westminster
18:00 Close of event
This event is only open to Association Executives.

About the Speakers

Michael Collins is Managing Consultant at Database Marketing Counsel, a specialist consultancy providing advice and direction on developing data-driven CRM. He is a Chartered Marketer and a Fellow of the Institute of Direct and Digital Marketing and has taught database marketing and CRM at several London university business schools. With more than 30 years’ consultancy experience in providing direction on customer insight and building customer relationships he has worked with clients in most sectors especially membership organisations and charities.
Michael is author of "The Membership Database" which explains how data should be acquired, how data quality should be maintained and considers its role in implementing a CRM strategy. This book will be available to purchase at the seminar or see more details and purchase here. The Membership Database.
Michael can be contacted here
Across a 30 year career in the Awarding Body and Assessment Industry, Andy Shilton has held a range of roles across organisations from Qualification Development, Quality Assurance, Data & Information Management, Customer Solutions, International Operations, Regulatory and Cross Industry collaboration and of course the Information Technology systems that support them. He has experience of implementing Telephony and CRM solutions going back to the late 1990s. Firstly putting in Siebel and then replacing that with SAP CRM in the 2007. Currently he is running a program to implement Dynamics 365 at the CII on the back of moving the organisation to Office 365 and introducing Cloud Based telephony for the contact centre and the wider business. He has run & replaced a number of Enterprise level fulfilment systems including Oracle, SAP and IBM, and includes Change Management, BPR, Supply Chain and as part of his skill set.


Central Hall Westminster
Storey's Gate


Lucie Click

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