Originally from London, now based in Dubai, Louise has enjoyed a colourful career in data over the past 15 years, across government, agency, big corporates and start-ups – her mission has always been the same, the use of data to enlighten and enable.

I happened to hear Louise talk in a panel discussion at Digitalks conference, ‘Unlocking Human Insights in a Data-Driven World’ held in Westin Hotel this morning. In her words, “Torture the data and it will confess to anything!”.

Louise as Head of Data for Al Tayyar Online Business Unit is responsible for brands include tajawal, Almosafer and Al Tayyar Online. Louise uses AI in the form of chatbots to provide insight on company performance across product, marketing and commercial teams. The information forms the basis of how the company communicates brand messaging on the web and social media.

The brands also use Social Media Influencers in KSA, Kuwait and UAE to reach out to a larger fan following. In her words, “One must use a judicious blend of different media platforms, driven by campaign objectives, messaging and target audience. Data is imperative to understanding the performance of each platform and how different channels complement each other.  Technology now provides more comprehensive behavioural data of consumers, this can be overwhelming for marketers. As a data team, we try to simplify, we focus on producing actionable insights to enable our e-marketers to focus on using the right tools to deliver the right message to the right people at the right time.”

Artificial Intelligence may be the ‘new electricity’, but the rules of marketing remain unchanged.

Sharad Agarwal

Editor – DubaiCityGuide.com