Establishing the go-to-market foundations of Scotland’s national data innovation centre

The Data Lab is one of eight innovation centres funded by the Scottish Funding Council, awarded £11.3m over five years in April 2014. The organisation connects world-class researchers and data scientists with industry and public services to generate economic, social, and scientific value. With hubs in Aberdeen, Edinburgh, and Glasgow, it helps Scottish businesses exploit the latest data science technologies to deliver competitive edge and operational efficiency.

The Challenge

Following its funding award, The Data Lab needed to establish its identity in a crowded innovation ecosystem while engaging stakeholders across industry, government, and academia. Ahead of its official launch in October 2014, The Data Lab required a strategic marketing plan and advisory support until its internal marketing team was recruited.

The Solution

Robertson Collaborate was engaged to define and advise on the go-to-market strategy for The Data Lab. The approach included:

• Strategic planning – desk-based research and stakeholder engagement to inform positioning, messaging, and launch priorities.
• Messaging and identity – shaping a clear value proposition for The Data Lab in a crowded innovation ecosystem.
• Digital foundations – advising on website and social channels to ensure the structure and messaging supported awareness and early engagement.
• Strategic launch support – contributing to planning and sequencing of launch communications, enabling confident promotion of funding opportunities.
• Capability embedding – guiding recruitment and onboarding of in-house marketing resources to build on the GTM foundations and continue strategic execution.

Key Contributions

• Defined GTM strategy: Developed the strategic marketing plan, aligning positioning, messaging, and priorities for early engagement.
• Stakeholder engagement: Worked closely with Board members, industry, government, and academia to ensure alignment and confidence in the approach.
• Messaging and identity: Shaped The Data Lab’s value proposition and positioning to stand out in a crowded innovation ecosystem.
• Digital foundations: Advised on website and social channels, ensuring the structure, messaging, and approach supported awareness and engagement.
• Strategic launch support: Contributed to the planning and sequencing of launch communications, enabling the team to confidently promote funding opportunities.
• Capability embedding: Guided recruitment and onboarding of in-house marketing resources to continue building on the GTM foundations.

The Result

The Data Lab launch was well-attended, with senior figures from data science, industry, and government present. The strategic foundations and advisory support provided by Robertson Collaborate ensured:

• Widespread media coverage and social engagement
• Clear stakeholder understanding of The Data Lab’s purpose and value
• Smooth transition to a permanent in-house marketing team, capable of continuing and building on the GTM foundations