Improving Online Campaigning: Using Data in Behaviour Change Campaigns

This event explores how to develop and improve data-led communications campaigns. You'll gain a basic understanding of concepts such as data analytics or user experience research methods and we'll explore the role of data on behavior change campaigns. Check out our outline of speakers and book your place!

*Please note this event is now happening on 6 November

What can data do to improve your next online campaign?

Feeling overwhelmed by your Facebook analytic reports, not sure what to do with your Google trends data? Collecting, analyzing and interpreting campaign data can bring you powerful insights. However, how do you ensure you are interpreting the data in the right way? How do you use data to inform your behaviour change campaigns?

Join Holyrood on 6 November as we examine the key elements you need to understand when running a data-led campaign.  We'll examine examples of data-led campaigns and debate about the ethical challenges of using data to inform campaign strategies. We will also explore how data can help us inform behaviour change campaigns.

Confirmed speakers

  • Dr Jen Jones, data and ethics expert - Chair
  • Dr Jaylan Azer, Lecturer in Marketing at the University of Glasgow

Key issues we’ll examine with you

  • Challenges of online campaigning
  • Basic data concepts: data analytics and data analysis
  • Basic principles of data-led approaches: Big Data Marketing and User Experience
  • Use of data to inform behaviour change
  • Risks and ethical limitations to the use of data


Registration and opening remarks

09:30    Registration and Refreshments

10:00    Welcome and Introduction from the Chair

10.05 Session 1: Getting to grips with data buzzwords: data analysis & data analytics

  • What is data analysis and data analytics?
  • Interpreting data: risks and ethical challenges
    • GDPR limitations
    • Analysing results vs impact

10:40    Questions and Discussion

11:30    Refreshments and Networking

11:45  Session 2: What are the main challenges of running an data-led online campaign - learn from examples

  • Analysis of award-winning data-led campaigns

12:50    Questions and Discussion

13:15    Lunch and Networking

13:50 Session 3: Different approaches to incorporate data to your online campaign

  • Understanding basic principles of:
    • Big Data Marketing
    • User Experience Methods
    • Behaviour Change principles

15:00    Questions and Discussion

15:25    Closing Remarks from Chair

15:30    Close of Event

*Agenda subject to change

Our events are CPD certified. This event is equivalent to 3 CPD points.
A certificate is available on request post-event to all attendees. 


Speaker callout

We are committed to bringing the latest policy information with engaging dialogue and practical case studies to make a real impact in the public sector. If you are a knowledge expert in your field or have an inspiring case study which would make an impact to Public Sector organisations, we would love to hear from you. Please email with your name and contact details, linkedin profile and a summary of your project or area or expertise and we will be in touch.


Central Edinburgh, venue to be confirmed in due course.


Delegate rates (excluding VAT):

  • Reduced rate: 1 place £145 + VAT (Voluntary / charitable organisations with an annual income of less than £1m)
  • Discounted rate: 1 place £245 + VAT | 2+ places £195 + VAT per place (Central government departments and agencies, local authorities, universities, colleges, NHS, police, housing associations, professional associations and voluntary / charitable organisations with an annual income over £1m)
  • Private Sector rate: 1 place £295 + VAT | 2+ places £245 + VAT per place (Commercial organisations e.g. plc, Ltd, LLP)

For all event enquiries please email or call 0131 285 1635

6 November 2019
United Kingdom



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