Session - Accelerating Your Journey: How a Culture of Experimentation Can Lift Your Results

In an information packed session, we’ll give you a crash course in using testing to deliver bigger results and priceless insights. It’s a game in two halves: first of all we’ll give you the ‘how to’ and then we will give you the opportunity to guess ‘which test won?’ and then learn what actually won and why. 


Marketing experimentation is probably the most fun you can have in our industry because it’s not about boring stats it’s about revelation and working smarter.


In this session, delegates will hear from The Smith Family’s head of marketing, Lisa Allan and The Works agency’s strategy partner, Douglas Nicol.


Douglas is Strategy Partner at The Works which is part of global digital transformation powerhouse Capgemini. The Works sits at number one in the Great Place To Work Awards for advertising agencies in Australia. The Works counts Destination NSW, Aware Super, VISA, The Smith Family, Subaru, CommSec, Goodman Fielder and TAFE among its clients. He was also ADMA Chair from 2008 to 2010.


Douglas is passionate about data informed marketing and is the driving force behind the ongoing award-winning social insights Datafication project. He has twice delivered TEDx Talks, most recently on Emotional Data. In 2016 he founded a start-up sister agency to The Works called On Message, specialising in chatbots, voice and AI. Douglas presents a regular podcast on tech, data and innovation called Smart Dust. In 2021 he was a finalist in the B&T Best of the Best Awards for Planning Directors in Australia.

Strategy Partner, The Works