The most successful marketers today are those who turn the "data deluge" into insights that drive real business growth. At Ogilvy & Mather Worldwide, we have identified ways to ensure data drives accountability and reveals transformational consumer insights.
In a new white paper entitled "Math Marketing: The New Landscape of Marketing Analytics," Dimitri Maex, Head of Global Data Practice, Ogilvy & Mather Worldwide, describes the evolution of Math Marketing and outlines powerful ways Math Marketing can work harder by increasing the accountability of marketing efforts and uncovering valuable consumer insights that can be turned into powerful marketing ideas to fuel growth.
The paper provides a practical view of the Math Marketing landscape today beginning with a brief history of Math Marketing. It then looks at some of the Math Marketing challenges that lie ahead in the form of fragmentation, myopia, data deluge and a talent crunch. The next chapter describes some of the organizational issues companies face in trying to build their Math Marketing skills. This includes an overview of the different Math Marketing players and a description of what companies should look for when searching out partners. The last chapter has a series of practical tips that can help companies use Math Marketing to improve the accountability of their marketing efforts and generate powerful insights.
The Double Think (thedoublethink.com) is a blog created by Mr. Maex and Colin Mitchell, Worldwide Planning Director, Ogilvy & Mather Worldwide, in which they explore the synergies between traditional brand planning and marketing analytics.