ADMA sets up Big Data Taskforce to promote industry best practice + create positive outcomes

The Association for Data-driven Marketing & Advertising (ADMA) has established a Big Data Taskforce to review how existing legislation will apply to the world of big data and to introduce guidelines that will allow businesses to unlock the possibilities of big data while ensuring consumers remain informed and protected.

Says Jodie Sangster (pictured), ADMA CEO: “The main objective of the taskforce is to de-mystify big data and to ensure the taskforce establishes and promotes industry best practice around the use of big data.”

The Big Data Taskforce will develop resources that demonstrate how big data can be used to create positive outcomes for society, business and consumers, as well as best-practice guidelines for the use of big data by marketers and advertisers.

Says Sangster: “The challenge is on: we need to ensure consumers feel informed and empowered so that they can trust how their data is being used. We also need to establish appropriate business practices that promote high standards and transparency.

“Big data has the potential to provide significant opportunities for businesses to truly deliver against consumers’ interests, wants and needs. The insights gleaned through the application of sophisticated analytics and other technologies help deliver accurate personalisation and relevancy to consumers.

“This has positive benefits for consumers by reducing the volumes of irrelevant marketing and advertising sent to them, and ensuring they receive communications that are of interest.”

Experts from Quantium, Acxiom, Telstra, SAS, Datalicious, Accenture and ngage will sit on the taskforce which begins meeting in late November.

The ADMA Big Data Taskforce will bring these practitioners together regularly to provide expert advice on commercial trends and other operational matters involving big data and to review global regulatory trends.

New data-driven marketing and advertising certificate launched

ADMA has launched a new Data-Driven Marketing and Advertising Certificate which will be offered both online and offline from 12 November.

Says Sangster: “This is the only course of its type in Australia. Marketing is changing so rapidly the skillset is now lost. This course addresses what marketers and advertisers need ‘now’ and into the future.

“The future of marketing will be data driven and marketers now need a 360 skillset – they need to know data, big data, technology, all channels and creative. This course will give them some skills they can use immediately and others for later. It also has an emphasis on best practice tips for each topic.”

Offering the course online in addition to a traditional classroom setting will help those with busy/ unpredictable work schedules and those living outside metropolitan centres to work at their own pace and get some qualifications behind them. The course is suitable for people starting out in the industry or those with up to five years of experience.