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ISSUE216MID-FEB2018
MARKETING WORKSHOP
NO HACKS HERE! THAT is if you are thinking about the “incompetent burnt out” variety. These are hackers who use their technical knowledge to overcome a problem. They wrestled with digital at Subhendu’s Growth Hack digital workshop at the Sime Darby Convention Centre recently. As expected, data-driven marketing strategist Subhendu played to a full house as he helped participants navigate the world of big data like never before. A Cannes Lion Grand Prix winner and Hyper Island-trained visiting lecturer on data and insights, he has more than 20 years of management experience across multiple agencies and world leading brands. Once upon a time, he was also Managing Director of JWT Malaysia. Subhendu began his class with his usual self-deprecating style and declared that the smartest person in the room is the room itself, quoting Professor Jonathan Briggs, Founder & Academic Director of Hyper Island, the world’s top digital creative business school which was founded in Sweden. He set the pace when he shared, “Digital is good old consumer behaviour captured in data”. Over the day, they learnt to establish credible performance measurements: custom data, analytics, search and social, visualisation, and business intelligence data. His day-long programme showed attendees how to make business cases with data, and sell ideas in less time and cost. He also demonstrated how to build predictive models with data and how to understand customer behaviour in the digital domain. Subhendu correctly pointed out that: the digital space has a lot of human behaviour captured in data that can only make sense
if constructed in the language of business. For the rest of the day, participants were encouraged to “interrogate the data until it confessed”.
Here is some highlighted feedback from the participants: “Able to blend data with creativity in impressive ways. Clear and concise.” “He is very knowledgeable in explaining how to find data and make sense of it.” “Open data is available on the web. It is easy to find and use the data.” “It was a valuable data sourcing, mining/distilling and interpretation session.” One even cheekily mentioned, “Ask my boss to hire Mr Subhendu!”