Cuttlefish Digital 3 Years Plan

Where we’ve been for the past three years

The need for data analytics products was identified through Cuttlefish Digital’s work in 2019-2020, through which a significant amount of engagement data was generated by owned digital properties, ongoing paid ad campaigns and social listening reporting.
Products developed to help interpret this data included monitoring dashboards, periodic summary reports, social listening and translation integrations, governance processes, a data protection policy and ongoing team upskilling.
By 2021, there was an increase in demand across the international network for campaign support services available in this program. Cuttlefish also hired a Junior Data Analytics Associate and helped establish the network’s Analytics Function.

Where we’re going for the next three years

We’ll support the integration of audience data and insights functions across the network, with a focus on contributing data analytics expertise.
Privacy considerations in the digital marketing sector will require data analytics specialists to invest in alternatives to cookies and pixels in order not to lose access to valuable engagement data.
As Cuttlefish Digital invests more in owned media properties, the Insights program will form an important part of evaluating how users interact in and across these spaces, contributing to overall planning and outreach, as well as monitoring and evaluation efforts.
To help digital campaigners and project leads make data-backed decisions, there is an opportunity to increase data literacy across the Cuttlefish team and partners.

Set up robust data infrastructure and management policies [4.2.4.1]

This involves strengthening our existing tech stack and automating integration processes. Then, we’ll grant access to relevant parts of the Cuttlefish data warehouse with the network’s analytics function to allow analysis from a larger pool of data.

Establish data quality processes and procedures [4.2.4.2]

This involves maintaining data standards, implementing regular checks, reviewing the data glossary and dictionary and ensuring the team follows set procedures in its campaigns, including monitoring and evaluation.

Develop and deliver tailored analytics products to teams and campaigns through the Insights Strategy [4.2.4.3]

This includes building capacities in analytics and data visualisations, creating campaign dashboards, implementing KPI metrics, increasing automation of reports, social listening reports and dynamically created dashboards and supporting the development of the rapid-response campaigning function (see 4.1.4.3). This also involves delivering regular trainings to use those tools effectively, which will be delivered based on needs.

Implement data security and privacy measures[4.2.4.4]

Maintain the Cuttlefish data security infrastructure, ensure GDPR compliance, and provide training on data security policies and privacy best practices. This includes a Customer Data Platform which helps protect the privacy of data subjects, increase data accessibility and reduce organisational risk from the mishandling of data.

Participate in the network’s data community [4.2.4.5]

Contribute to the network’s development of using data for audience insights. This could include networking with colleagues using data, brainstorming integrated tools, building a common understanding around this practice, working with desks and themes and piloting new approaches in Cuttlefish’s campaigns. This leads to 4.2.5.1.

Continue training and socialising Insights with a growing network and team [4.2.5.1]

Continuing from 4.2.4.5, we’ll provide continuous data analytics onboarding and training across the network, create regional and global benchmarks, support desks and themes to set up their own analytics stacks, and work with leadership teams to elevate the use of data in decision-making during the Cuttlefish campaign lifecycle.

Build smart experimentation into campaign planning processes globally [4.2.5.2]

Deploy multivariate testing for campaign performance, create an experimentation archive to document lessons learnt and design and analyse tests to help identify factors for successful audience engagement.

Help establish an integrated audience insights model [4.2.5.3]

Work with network colleagues (Audience Insights Hub, MEL, Research Unit and Analytics Function), and through this team, develop and deploy integrated audience insights products, which can be used to provide deeper audience insights for Cuttlefish’s campaigns.

Develop and deliver tailored analytics products to teams and campaigns through the Insights Strategy [4.2.5.4]

This includes building capacities in analytics and data visualisations, creating campaign dashboards, implementing KPI metrics, and increasing the automation of reports and dynamically created dashboards. This also involves delivering regular training to use those tools effectively, which will be offered based on need.

Insights

Insights GOALS2023-2026

Insights GOALS
2023-2026