CATEGORIES

The Data & Analytics Tangrams reward great strategy founded on insights gained through the acquisition, analysis and interpretation of data in order to target, drive engagement, or develop a meaningful relationship with a specific consumer audience.

The jury will award compelling, relevant strategy led by insights founded in and driven by the strategic application of data/analytics and associated targeting methods.

 
Analytics & Insight Categories
DAA01.  Web Analytics
DAA02. Social Analytics
DAA03.  Data Mining – Audience Association and Clustering Analysis
 
Strategy & Technique Categories
DAS01.  Audience Segmentation
DAS02.  Response/Real Time Data
DAS03.  Data Storytelling
DAS04.  Personalisation
DAS05.  Single Customer View at Scale
DAS06.  Multiple Data Sourcing/Merging

Use of Data Technologies & Tools
DAU01.  Analytics Innovation
DAU02.  Database Application
DAU03.  Customer Intelligence (CI)
DAU04.  Business Intelligence (BI)
DAU05.  Data Visualisation
DAU06.  Innovative use of Data Technology

Special Awards
Platinum Award

Analytics & Insight Categories
DAA01.  Web Analytics
Strategic analysis of online consumer activity and web traffic. Entries in this category should demonstrate how the measurement, collection and analysis of web data have provided, contributed to, or enhanced an insight or understanding of the audience.
DAA02.  Social Analytics
Strategic analysis of online social platforms, activity and behaviours. Entries in this category should demonstrate how the measurement, collection and analysis of social platform or social user data have provided, contributed to, or enhanced an insight or understanding of the audience.
DAA03.  Data Mining – Audience Association and Clustering Analysis
Strategic analysis of audiences. Insight may be gained through the collective and shared decisions and preferences of several different categories of consumer. Entries in this category should demonstrate how the measurement, collection and analysis of audience clustering data have contributed to, or enhanced the understanding of the audience and related insights.

Strategy & Technique Categories
DAS01.  Audience Segmentation
Strategic use of data concerned with identifying and appropriately dividing the audience into specific consumer groups in order to better understand who makes up the market. Entries must illustrate how testing and targeting phases were implemented in order to fulfil the strategy.
DAS02.  Response/Real Time Data
Strategy that drives consumer engagement by utilising real-time data in order to effectively respond to world shifts, news, crises and other significant events.
DAS03.  Data Storytelling
Strategy that harnesses consumer data in order to build a comprehensive view of customer preferences. Entries should illustrate how the strategy drove the delivery of appropriate brand stories.  
DAS04.  Personalisation
Strategic use of data concerned with individual consumers' behaviour (e.g. transactions, websites visited, content viewed) resulting in direct sales and acquisitions.
DAS05.  Single Customer View at Scale
Entries in this category should demonstrate how appropriate techniques were used in order to gain a single customer view founded in the analysis of data.
DAS06.  Multiple Data Sourcing/Merging
Entries in this category should demonstrate how the strategic use of multiple data sourcing or the merging of data was carried out in order to produce original consumer insight or to better engage with the market.

Use of Data Technologies & Tools
DAU01.  Analytics Innovation
Strategic utilisation of appropriate, analytics technologies. Entries in this category should demonstrate how progressive or original analytical technologies were employed in order to better understand the consumer or produce compelling insight.
DAU02.  Database Application
Strategic use of database technologies. Entries in this category should demonstrate how technology was harnessed in order to appropriately build a customer database or target an existing consumer set.
DAU03.  Customer Intelligence (CI)
Strategic use of technologies that aid the interpretation of raw, consumer related data into meaningful information. Entries in this category should be able to demonstrate how the creative use of technology had a direct impact on the overall engagement strategy.
DAU04.  Business Intelligence (BI)
Strategic use of technologies that aid the interpretation of raw, business related data into meaningful information. Entries in this category should be able to demonstrate how the creative use of technology had a direct impact on business strategy.
DAU05.  Data Visualisation 
Strategic use of schematic data technologies in order to physically and/or graphically interpret or represent data.
DAU06.  Innovative use of Data Technology
Entries in this category must demonstrate how progressive methods or data technologies were harnessed for the purposes of gathering and/or interpreting data. Strategic collaborations with technology providers will be considered.  

Special Award (Non-enterable)
 Platinum Award 
The best data & analytics campaign from all of the gold winning entries in Data & Analytics categories (entries in the Public Service and Charities categories are not eligible for consideration unless they are supported by a commercial brand).

Partners
Media Supporters