Thanks to our Marketing Stream sponsors: Ingram Content Group, Edelweiss and Nielsen BookData

Understanding and using audience data: The present and future of marketing

Audience data is a powerful tool for marketers to use in times of change. It provides an evidence base for deciding strategy and peace of mind when devising and delivering your marketing. And you can use data to ground yourself, manage your workflow and make the right decisions.

But how do you approach your use of data in strategy, planning and implementation?

Peter McCarthy, Director for Consumer Insight at Ingram Content Group, will be joined online on Wednesday 28th September, 6-7pm BST, for a discussion around how and why should integrate audience data into all your marcomms work. Our panel of marketing and audience development specialists will cover how data not only leads to better decision making, but also allows you stay sane and develop essential marketing skills. 

You’ll hear about:

• Ideas on how audience data can work to improve campaign performance
• Types of data and tech can you use and how can you use it
• How to understand enough to be relevant and have an impact.

The speakers will discuss how data is not emotion or opinion, but a way to get beyond demographic profiling and to take a considered approach to decision making. They will consider the importance of ongoing analysis of data and what you can learn from it as well as taking a light touch approach to using data in marketing.

Talking Marcomms will sit within the Marketing Stream, which runs throughout 2022. In the Marketing Stream, you can find upcoming events, interviews, details of our Stream sponsors, blog posts and resources to help you learn new skills and develop in your career.

About BookMachine Unplugged 2022

The Unplugged Online event series is designed to help inspire you, build on your knowledge and reveal exciting new ideas for you to harness when you’re back at your desk.

The theme for this year’s series is the “Year of Change”. Together with our guest speakers and hosts, we’ll be inviting you to discover more ways to lead the way, shake up the industry and create positive change for all.

If you’re a publishing professional who craves an explosion of insights, top tips and advice from industry people – always in a strictly social and informal setting – BookMachine Unplugged is for you.

Browse the other BookMachine Unplugged 2022 events here.

Ticket details

This event is £5 +VAT or FREE for BookMachine Members. Log in to your member account before booking and your discount will be applied automatically at checkout.

Become a BookMachine member for £10/month and book onto all six events in the series for free.

Can’t make it to the live event? A recording will be available for all members and ticket holders to watch after the event. Be sure to book your place in advance of the event* to receive the link to the replay!

*Please note: The recording won’t be available to sign up to receive after the event has ended. Advanced registration is required.

Accessibility information

This is an online event and will take place on Zoom webinar. Please be sure to book your ticket to receive the Zoom link to tune into the event on the day.

Live closed captions will be available throughout the event for viewers to toggle on and off. Edited captions and transcripts will also be available with the recording for members and ticket holders to access after the event.

We will also be live-Tweeting this event from @BookMachine on Twitter, using the hashtag #BookMachine.

Your host

Peter McCarthy, Director of Consumer Insights at Ingram Content Group

Peter is responsible for marketing analytics, marketing and ecommerce Software-as-a-Service as well as developing furth consumer insights capabilities to support Ingram and its partners. He has over twenty-five years of publishing experience, ranging from technical and executive positions with The New York Review of Books, the Penguin Group, and Random House to consultancies and start-ups. He brings a strategic and technical approach to marketing and selling content and books at scale and speaks, writes about, and advises frequently on consumer marketing in the publishing space. Pete joined Ingram Content Group when they acquired OptiQly, a marketing technology company he co-founded, in 2017.

Follow Pete on Twitter @petermccarthy

The speakers

Christine Hung, Executive Director, Audience Development, Knopf Doubleday Publishing Group

Christine Hung is the executive director of audience development for the Knopf Doubleday Publishing Group where her team focuses on consumer insights, multicultural marketing, backlist marketing, social media analysis, and web/email development. She is the interim director of People of Color in Publishing and has led various DEI initiatives at Penguin Random House. Christine is happy to have recently moved to the most diverse borough in the world, Queens.

Hazel Kenyon, Director of Research at Nielsen BookData

Hazel Kenyon is Director of the UK and Ireland Nielsen BookData Research business. She joined in 2009 as a Publisher Account Manager working with a portfolio of clients to help them analyse the BookScan sales data. She is now responsible for all UK, Irish and South African client relationships in publishing, retail and media, and for strategic business development across all the research products measuring changes in print, digital and consumer behaviour. Hazel started her career as a Space Physicist, working in industry and academia. For her PhD she analysed particle data from the Cassini spacecraft during its grand tour of Saturn.