According to Dimitri Maex, head of global Data Practice at Ogilvy, “Marketers are overwhelmed by the data available to them. They are driven by what is technically possible rather than by what will make a real difference to their businesses. The biggest challenge for them is how to translate mathematical insights into recommendations and actions that can make a direct impact.”
In a new white paper entitled Math Marketing: The New Landscape of Marketing Analytics Dimitri outlines ways this mathematical approach 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.
“From our experience of working with brands such as IBM and Cisco, the ones who are winning have managed to turn the vast volumes of complex data to their advantage by generating transformational insights that drive incremental growth,” says Maex.
This year marks the 20th anniversary of Ogilvy’s Global Data Practice, which was established in response to increasing demands from our global clients to ensure greater efficiency in marketing investment.
The Double Think (www.thedoublethink.com) is a blog created by Maex and Colin Mitchell (Chief Strategy Officer, Ogilvy & Mather Worldwide,) in which they explore the synergies between traditional brand planning and marketing analytics.
For further information or to obtain a PDF of “Math Marketing,” please email Stephen Greifer, Executive Vice President, OgilvyOne North America, at stephen.greifer@ogilvy.com, putting “Math Marketing” in the subject line.
