Name: Webinar: Leading with Data - Tackling Bias
Start: 2021-02-04T15:00:00Z
End: 2021-02-04T15:01:04.000Z
Location: BrightTALK
Rating: 4.41

We are the voice of the data and marketing industry run by the industry, for the industry. We set the standards for the good of marketers, and most importantly, customers. We empower marketers to drive growth and prove the value of data through public affairs, resources, learning, and talent. With over 700 organisations, the DMA is the UK’s largest community made up of 27,000+ marketers.

Trust isn’t just a buzzword in advertising, media, and branding — it’s the invisible currency that drives growth and shapes consumer behaviour. 
Yet, despite its power, there’s little empirical evidence to show why trust matters, how it is made, or what it is truly worth to brands and businesses.

On 28 January 2026, join an expert line-up of leaders who will unpack why understanding and measuring trust is a game-changer for our industry:
• Eve Stansell, Planning Director at Marketreach
• Matt Bourn, Director of Communications at the Advertising Association and author of ‘Trusted Advertising’
• Rachel Aldighieri, CEO of the DMA

Expect new insights from Marketreach’s pioneering research, The Trust Factor, including:
• What trust is and how it is made (there are 8 components to trust)
• The commercial impact of trust (it pays to be trusted!)
• How trust shapes consumer attitudes and behaviours
• Why trust is essential in communications
• How trust is impacted by different media 
This is your chance to join the conversation and challenge your thinking about how trust can transform the future of brand relationships.

Webinar: Why Trust is a Brand’s Superpower

An insightful session with Scott Logie, Membership Advocate at the DMA, and David Blois, Founder and Managing Partner of M&A Advisory. With decades of combined experience, they shared expert guidance and practical strategies for navigating business transitions and change; whether you intend to sell or not.

Webinar: Navigating Business Transitions - A Practical Guide to Buying or Selling a Business

Print marketing is poised for a powerful resurgence. The Data (Use and Access) Act provides long-awaited legal clarity on using legitimate interests, unlocking a potential £500 million-plus investment across print production, data, creative development and postage.

Webinar: Boost Your Growth: New Print Opportunities with the DUA Act

The addition of the soft opt-in for the charity sector means they can reach more supporters, strengthen engagement, and increase fundraising potential by an estimated £290m annually.
But how can charities seize this opportunity while staying fully compliant?

Webinar: How to Maximise Email Marketing for Charities in the Soft Opt-In Era

Join us for the exclusive launch of 2025’s Email Benchmarking Report. Our Insight and Planning Director, Ian Gibbs will reveal the latest trends, industry benchmarks, and performance insights that will be key to the success of your email strategy.

Uncovering Key Trends with the 2025 Email Benchmarking Report

Join us for an engaging and insightful webinar hosted by the DMA, featuring industry leaders from Burger King UK and Braze.

Webinar: Beyond the Burger - Mastering Personalisation in Customer Engagement with Burger King UK

The 2024 DMA Awards spotlighted the industry's finest in both “Mail” and “Unaddressed Print and Door Drops”, and it’s now your chance to unravel the strategies behind their success.

Using Mail's Super Touchpoint Powers to Achieve Awards Success

Master Social Media Strategy: A Special Preview of Our Digital Marketing Skills Bootcamp

Agile Social Strategy for Practical, Real-World Results

What do choosing your local MP and planning your next holiday have in common? Both rely on trusted information—something mail excels at delivering.

Mail’s Unmatched Role in Driving Consumer Decisions

During the 2024 General Election, Marketreach set out to answer a key question: How crucial is direct mail in influencing elections, and how does it compare to other channels? 

To find out, they launched their largest research programme into election mail ever, gathering insights from over 3,000 people.  

What they discovered was clear: while many predicted a digital election, it was mail that made the biggest impact - engaging voters and influencing their decisions from start to finish. 

Join us and Marketreach to explore: 

The vital role mail played during the election. 

What mail delivered that other channels couldn’t. 

How mail complements and strengthens other channels.  

The unique influence mail has to engage voters at home and in their communities. 

How mail influenced voter decisions and what this means for future elections. 

 

Whether you’re involved in political campaigns or just curious about the evolving role of mail, this webinar will provide actionable insights you can apply to your own strategies.  

You’ll leave with a deeper understanding of how direct mail can engage, persuade, and drive real action.

Webinar: Elections: How Much Does Mail Matter?

Getting the creative right is fundamental to a successful marketing campaign. Elevate your marketing game with our exclusive skills webinar on Creative Strategy.

Skills Webinar: Master your Creative Strategy

Join us for our exclusive webinar in collaboration with Marketreach and discover the cutting-edge strategies and technologies that can transform your approach to direct mail.

Webinar: Innovations in Mail

In an age dominated by digital noise, making your marketing stand out can be a challenge. Discover how to cut through the clutter in our upcoming webinar with PSE Agency, where we’ll showcase the transformative power of direct mail through their award-winning six-step approach.

Webinar: Mastering Direct Mail - A Six-Step Approach that delivers a great ROI

Ready to showcase your innovative ideas that drive real change? Our new category in partnership with Dentsu and Salesforce for the DMA Awards 2024, Innovations for Good is dedicated to recognising and celebrating projects that generated a positive impact for customers, industry or society.

Webinar: DMA Awards 2024 - Introduction to Innovation for Good

Creating a cohesive strategy across various social media channels can be challenging, often leading marketers to either over-rely on a few platforms or spread their efforts too thin.

Skills Webinar: Driving Business Goals with Social Media Strategy

Are you harnessing the full potential of Door Drops in your marketing strategy? Join us for our upcoming webinar where we'll reveal the hidden advantages that Door Drops offer over other marketing channels.

In collaboration with JICMAIL, explore the latest findings from our annual Door Drop report, the ultimate resource for marketers navigating the world of direct mail. This year's report isn't just about trends and benchmarks; it's a game-changer with directly reported response rates included for the very first time.

Join us as we dissect the data, explore the unique advantages of Door Drops, and uncover strategies to leverage their full potential. Whether you're a seasoned marketer or just starting out, this webinar is your ticket to unlocking a whole new dimension of marketing success.

Don't let your competitors steal the spotlight. Register now and secure your place at the forefront of the Door Drop revolution.

Webinar: Exploring the relative advantage of Door Drops

Inboxes are more crowded than ever before, so how do your email campaigns stand out? Join us at the DMA's first ever launch event of our 2024 Email Benchmarking Report to discover how you can do this to ensure you are keeping up with the industry standard.

During this event, the DMA's very own Ian Gibbs, Director of Planning and Insight will present and provide context to the findings of the interactive report. These findings will allow you to understand more about industry-wide email trends and performance metrics from the last year.

Our speakers will ask themselves the question 'how useful are open rates as a metric?' by diving into essential data collated during the research as well as looking at delivery rates, click-through rates, and more across various sectors.

Crafted with meticulous oversight from the DMA's esteemed email council, this report offers expert commentary on the key trends shaping email performance. Benefit from the collective wisdom of industry insiders to stand out and optimise your email marketing strategy effectively.

Don't miss your chance to be at the forefront of email marketing innovation and be the first to hear these intriguing findings. Secure your spot today and embark on a journey toward unparalleled success!

Webinar: Uncovering key trends with the 2024 Email Benchmarking Report

In the ever-competitive digital landscape, where countless channels clamor for attention, the quest to achieve emotional engagement and guide consumers through the intricacies of decision-making can feel like an uphill battle. But fear not, for we have an exclusive opportunity that will shed light on an untapped resource – mail.

Webinar: Discover how mail helps consumers navigate the messy middle

Join Olivia Gambelin, Founder and CEO, Ethical Intelligence and Firas Khnaisser, Head of Decisioning, Standard Life Aberdeen and Chair of DMA Scotland as we aim to gain a better understanding of data bias and how to tackle it.

Webinar: Leading with Data - Tackling Bias

Value of Data

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

Mobile Marketing

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

Search engines are the top driver of traffic to content websites, beating social media by more than 300%. The BrightTALK search engine optimization community is a collection of webinars and videos focused on search engine optimization techniques. Join thousands of professionals in sharing and learning through SEO webinars. Engage the community further by participating in live webinars and obtaining answers to your questions from industry thought leaders.

Search Engine Optimization

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

Content Marketing

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

Online Advertising

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Webinar: Leading with Data - Tackling Bias

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About this talk

DMA UK