OPS Markets London Live Feed: What data do you want, and why?
The use and analysis of data is really driving the discussions and sessions today.
Morning Keynote speaker Donald Hamilton – Partner Precedio Consulting - opened the debate: “Really, we shouldn't talk about data as we do, we should talk about information. What we have are lots of bits of information. In order to make it work, we have to structure it, and understand it. We have to have insight, and understand what do do with it, how to, when to and where to use it.
Really, it's about taking all those bits of information, and pushing them together in a big mess. You can then start to analyse and understand and categorise that information, only then will you start to get an idea of your target audience.
Everybody has got to go back to basics, identifying audiences and customers, and treating those customers as individuals. I like to deal with people who understand me, who engage. The internet is all about engagement, isn't it? That's what data is for.”