101: Understanding the importance of data in your marketing mix

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This 101 session explores why data is a critical foundation of the modern marketing mix and how advertisers can use it more effectively and responsibly. We’ll look at how the data landscape has evolved, the different types of data available, and the growing importance of first-party data in a privacy-first world.

The session explains how data underpins decisions across product, pricing, distribution and promotion, and how it can be used to generate insight, improve targeting, optimise performance and build long-term customer relationships. Designed to be practical and accessible, it helps marketers understand how to turn data into better decision-making — not just more reporting.

What you will learn:

• Understand how the data landscape has changed (cookies → first-party, privacy-first world).
• Distinguish between first-, second- and third-party data.
• See how data underpins every element of the marketing mix.
• Build a strong first-party data strategy.
• Turn data into meaningful insight, not noise.
• Collaborate responsibly with media owners and partners.
• Use data to drive efficiency, personalisation, loyalty and long-term value.