The Data & Analytics Tangrams looks to award the most compelling, relevant strategy led by insights founded in and driven by the strategic application of data/analytics and associated targeting methods. Jury will look out for 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.
There are 3 sections of categories in the Data & Analytics Tangrams. The Analytics & Insight section; Strategy & Techniques section and the section on Use of Data Technologies & Tools.
* Analytics & Insight Categories
* Strategy & Technologies Categories
* Use of Data Technologies & Tools
There is no overall limit to how many times the same piece of work can be entered into Data & Analytics as long as the categories chosen are relevant. Campaigns/work can be entered into multiple categories as long as it is in the relevant categories. It is essential that the entry/campaign/project/solution is appropriate to the categories it enters for and that it meets the respective criteria of each category.
A N A L Y T I CS & I N S I G H T
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 consumers. 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.
Continue to explore:
* Strategy & Techniques categories
* Use of Data Technologies & Tools categories
S T R A T E G Y & T E C H N I Q U E S
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.
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.
U S E O F D A TA T E C H N O L O G I E S & T O O L S
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
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
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.
* Aalytics & Insight categories; or
* Strategy & Technics categories
TYPE OF AWARDS GIVEN IN DATA & ANALYTICS TANGRAMS
If an entry is shortlisted and goes on to be awarded, the shortlist point will no longer be valid.
.GOLD; SILVER; and BRONZE.
Awards are given in each category. Jury will award Gold, Silver and Bronze to entries that excel in the respective criteria. Each category may have more than one Gold, Silver or Bronze awarded; and may also have no awardees at all.
The Platinum is chosen from all entries awarded Gold across all categories within the Data & Analytics Strategy Tangrams. The Platinum is an elevation of the awarded Gold (from the original awarded category). There will only be only one (1) Platinum awarded in each Tangrams type. Once elevated to Platinum, it will no longer to named a Gold awardee.
Entries in the Public Service and Charities categories are excluded from winning the Platinum Award, unless they are supported by a commercial brand.