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Event details

The Devil's in the Data

  • 14 Jul 2016
  • 17:30 - 19:30
  • The Cluster Level 17, 31 Queen Street Melbourne Australia
  • 50


  • Guest tickets purchased prior to day of event.
  • Member tickets purchased prior to day of event.

Registration is closed

We all know we should be collecting data, the question is what data should you be collecting and how can you use it effectively to grow your business? We’ve gone from having no information to having so much that we don’t know what to do with it. We lack the skills to manipulate and interpret it to form predications that validate our intuitions.

Most of us think of it as a technological issue but it has more far reaching consequences including improving operations and customer relationships, creating better products and processes and delivering competitive intelligence.

In this event we’ll be exploring:

  • Identifying data relevant to your business
  • Sources we can collect data from – including online and offline
  • How to organise our data to identify correlations and causality
  • Scoring data & KPIs – how to identify metrics that matter
  • Data management tools

This session is designed to provide you with practical guidance as to how you can better collect and use quality data within your business to generate business and customer insights.

In partnership with LobsterPot Solutions



Katrina Read - Technical Executive, IBM Cognitive Solutions
Katrina is a Technical Executive for IBM Cognitive Solutions. She leads a team of solution architects, trained to match clients with the technologies they need to drive greater insight from business data - bringing together capabilities across information management, real-time data processing, Hadoop, business intelligence and predictive analytics to deliver an integrated solution for the business. With over 15 years experience in the field of business analytics and information management, her passion has inspired clients across a range of industries to get to know their customers better by asking more questions, uncovering greater insight, and transforming their business with data. Katrina is the owner of one of Australia’s Top 20 Business Blogs, and winner of the ARN Women in ICT Technical Award.

Dr Lucia Kelleher - Behavioural Neuroscientist / Data Scientist & Founder of PeopleData
Lucia is a leading edge thinker on bridging the gap between people output and being able to meet the relentless demands of an increasingly fluid and fast paced market. This gap is compounded by the fact that businesses fail to act on more than 80% of data they collect. This is for two reasons: much of that data is not fit for purpose to inform and enable timely relevant decision to drive people productivity; and because of a gross overall lack of skill in data interpretation and actioning within businesses.

We work in the data age and what businesses need is to get much better at collecting, interpreting, distributing and acting on ‘small’ data that is bespoke to their market and customer needs in order for ‘people output to match demand.

Big data is only as useful as its capability to be distilled to ‘usable’ small data. More importantly in a customer-driven market businesses need a capability to capture the most valuable intelligence they have – ‘front-line customer experience’ data from their people, who collectively know more about their customers than any amount of big data. Front line staff have the benefit of qualitative context with the customer experiences they witness on a daily basis. Quantitative (big data) tells businesses what. It is ‘So What’ until the why and how can be determined – insights from front line staff as a poignant example. 

Esther Monks - Commercial Manager, REA Group
Esther has a proven track record of using data to educate and enable stakeholders to drive profitable outcomes for their business. Her guiding principle is that data needs to be relevant to the audience, timely, and have the right information to drive actionable outcomes. It also needs to be presented in a format that the user can easily identify the answer to key questions. These questions could range from:

What are my road blocks to success, and how can I proactively change the outcome?
Where can I drive improvements, in line with my strategic priorities?
How can I process information more efficiently, so I can focus on the things that really matter to me?

After building a solid foundation in chartered accounting at Ernst & Young, Esther’s career has spanned across a range of sectors and sized companies, including Financial Services, Chemical Manufacturing, FMCG, and most recently Online Advertising and Marketing. This has given her a diverse perspective on what can be done with data, both when it’s readily available, and when information is harder to extract. Ultimately, the value of data is not measured by the cost or volume, it is through the outcomes that it enables and drives.

Martin Cairney - Melbourne Lead, LobsterPot
Martin is LobsterPot's Melbourne lead, and a Microsoft Most Valuable Professional awardee. He is a highly experienced Database Administrator and Developer with extensive experience in SQL Server. Before joining LobsterPot he had worked across many industry sectors including London’s global financial institutions and both State and Federal Government Departments. He is also an experienced conference presenter. He has presented a number of times at SQLBits in the UK, at Microsoft Ignite in Australia, at various SQL Server User Groups in Australia, the US and the UK, and at the PASS Summit 2014, the largest SQL Server event in the world. He is a Microsoft Certified Trainer, holds the MCSE:Data Platform, MCITP and MCDBA certifications, and co-ordinates the SQL Server Social events and SQL Saturday events in Melbourne, which is the largest SQL Server event in Australia.




The Cluster,
Level 17, 31 Queen Street
Melbourne, Victoria

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