Tomorrow sees the 9th edition of Digital Sport London take place at Old Street. Once again we’ll be taking up residence at The Bakery where we’ll be handing out free beers, giving you some insights into what happening on social media around the World Cup and listening to some of the leading players around the use of data in sport.

Through many discussions over the last year with various agencies, federations and clubs it’s become quite obvious that there is a massive amount of variation about how organisations use data, including social media data, to help them in their business.

It’s a topic that I’m very passionate about as I see campaigns and businesses struggle with using social media and measuring it’s impact and effectiveness.  A lot of course depends on the objectives of that campaign or general goals and how it all links into business objectives. It’s not just about likes, retweets and reach but insights into what that data means and what you can learn about your fans/customers.

To help guide us through the evening we’ll have contributions from;

Phil Stephan – Consultant @ Two Circles

Phil joined Two Circles from Chelsea where he was responsible for one of the most forward-thinking, data-driven and customer-led CRM strategies in the UK. Prior to that he lead the marketing team for the Southbank Centre, the world’s largest centre for the arts. Phil’s role at Two Circles involved leading much of their work in the area of data-driven customer engagement and revenue growth, as well as the development and innovation of their client offer.

Jamie Parsons – Sales Development (Sport) @ Brandwatch

Joining Brandwatch in 2014, Jamie is part of the Sales Development team. His main focus is the sports and gambling sector, which he feels has amazing potential for growth through the use of customer insight with social media monitoring.  Used by brands that include 30 of the Fortune 100, Brandwatch delivers a class leading social intelligence platform for companies across the globe.

Charlie Dundas – Business Development Director @ GMR Marketing

Charlie started his career in sports marketing at TWI (now IMG Media). Following this he spent 2 years at Sports & Outdoor Media in a front-line sales role bringing in revenue for rights holders in cricket, football and rugby, and then MediaCom with clients such as Snickers, Nokia, Akzo Nobel, Dell and VW on sponsorship strategy. Latterly, Charlie has spent 2 years at market leading sports and sponsorship research agency, Repucom, leading the UK market through a period of change following the acquisition of Sports Marketing Surveys, before moving to GMR Marketing to take up the role of Business Development Director.

If you are about earlier in the afternoon, we’ll be showing the Argentina v Nigeria final group game from 5pm where you join in playing along with Squawka’s new Battle Mode game for a bit of fun.

If not, we’ll be starting proceedings as usual with a 7pm first talk from myself and then Squawka CEO Sanjit Atwal. Sanjit will be talking about their findings into the use of second screen applications during the World Cup.

Join the likes of deltatre, Aqueduct, PRISM, Team GB, Perform Group, Bigballs Films, Fast Track, Northampton Saints and Stream UK for a fun and informative evening in East London. Places are still available for tomorrow’s event.