Organisations that utilise their data in a controlled way outperform their competitors*.
This Masterclass covers the delivery of data and information led projects in mid and large organisations. Areas covered include: Data Strategy, Project Planning, Data Management Principles, Data Analytics, Risk Management and Regulation.

The Masterclass has been designed for managers, senior managers and teams who are either starting to lead data and information projects and require strong knowledge to reduce project risks and issues, or for anyone who is responsible for part of their organisations' data strategy.
This Masterclass will bring you on an end-to-end journey covering straight forward B2B and B2C approaches and many sample user cases.

*McKinsey via Forbes – “Companies that put data at the center of the marketing and sales decisions improve their marketing return on investment (MROI) by 15 – 20%”

*Economist Intelligence Unit via CIO.com – “The most successful companies have adopted a data-driven culture in which they maximize the use of data”

• Deepen knowledge in data management
• Learn how to write a Data Strategy
• Obtain a firm understanding of data project management – including common risks, pitfalls and issues
• Understand Big Data methodology and opportunities in your sector
• Quick wins on how to deliver data-driven organisational outcomes

Masterclass programme

8:30 Registration & Coffee

9:00 Opening remarks and introductions

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

9:10 Writing a Data Strategy

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

• Overview of the two types of data strategy
• Components of a data strategy
• Getting organisational buy-in and support

9:50 Data Maturity Plan

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

• Operating Model (OM) options and design
• Benchmarking of your current capabilities
• Setting realistic and stretching goals and plans

10:30 Morning Coffee

11:00 Data Management

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

• Overview of Business Data Architecture
• Business Case development for better data
• Data Quality & Risk Management
• Introduction to Master Data Management

11:40 Customer Data Analytics

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

• Product Analytics
• Market Analytics
• Customer Optimisation

12:20 Networking Lunch

13:30 Sales Analytics whilst managing Risk

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

• Risk and Cost Adjusted Customer Management
• Opportunity Spotting
• Better enabled Customer Experience through Data

14:10 Big Data

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

• Big Data Introduction
• The Big Data Technology Stack
• Semi-Structured and Unstructured data sources
• Benefits of using unstructured data
• Risks, challenges and key areas of avoidance

14:50 Afternoon Tea

15:20 Geospatial and Location Based Insigh

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

• The building blocks to Geographic Information Systems (GIS)
• Driving new insights through advanced mapping
• Driving Customer Experience through Location Based Analytics

16:00 Building a data or analytics business case

Alan Grogan

Alan Grogan, Chief Data Officer, Helioserv

• Identifying business requirements
• Setting up a proof of concept
• The argument for offshoring Analytics & Big Data
• Benefits realisation/ tracking

16:40 Closing remarks


Holiday Inn Regents Park

Carburton Street
London W1W 5EE
United Kingdom

Holiday Inn Regents Park

Choose the well-connected Holiday Inn London-Regent's Park hotel, with a superb central London location and speedy transport links. Holiday Inn London-Regent's Park is in a leafy and cosmopolitan area of central London, a 10-minute walk from bustling Oxford Street. Leave your car in our NCP managed underground car park, and explore London by Tube. Great Portland Street Tube station is 25 metres from the hotel, from where you can reach the City and Canary Wharf in 30 minutes, and London Heathrow Airport in 45 minutes.

Wireless Internet is available throughout the hotel, and you can invite up to 300 people to events at the Academy Conference Centre, with an IT technician and break-out zones. Holiday Inn London-Regent's Park is a 10-minute walk from Santander's offices and businesses in the BT Tower. Stroll 5 minutes to Regent's Park, where you'll find London Zoo and pretty Primrose Hill. We're a 10-minute walk from Bond Street boutiques and 20 minutes from Buckingham Palace and cruises on the River Thames.

Ask our Concierge to plan your day out and book West End theatre tickets. Room Service is available 24 hours at Holiday Inn London-Regent's Park, or dine in the vibrant Junction Restaurant. Our Junction Bar has a menu of light bites, and a hot breakfast buffet is served daily.



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CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

CPD Certificates

We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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SAE Media Group , Ground Floor, India House, 45 Curlew Street, London, SE1 2ND, United Kingdom
Tel: +44 (0) 20 7827 6000 Fax: +44 (0) 20 7827 6001
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