Analytics

For an FMCG brand like Kelloggs, one of the biggest challenges is distinguishing between claimed behavior and actual behavior.  While those two things are often hard to reconcile, Kelloggs’ CMO John Broome says the payoff is the marketers Holy Grail. According to Broome, who will be speaking at the ADMA

Want your data science star to shine? Look for businesses where data is plentiful but the industry is full of people who went there to avoid quantitative subjects says Kevin Ross, Chief Scientist of Optimisation and Modelling, Fonterra NZ. He told Which-50, marketing was a perfect example of such a

Most marketers instinctively understand the capacity for data to provide insights into customer behaviour and to help gently nudge the buyer toward the right (or at least preferred) outcome. For many omnichannel retailers though the lag between purchase and delivery remains a blot on the customer experience. How much easier

While the digital world may have ratcheted-up customers’ expectations to an unsustainable level, customers still live in the physical world the Daze of Disruption roundtable of industry heavyweights has heard. Brought together by Oracle Marketing Cloud in Sydney recently as part of Daze of Disruption, marketers from some of Australia’s

In one sense the skills needed for good data analysis are obvious, says Claudia Perlich, Chief Scientist, Dstillery and a six year veteran of the T.J. Watson IBM research lab. A demanding knowledge of statistics, advanced modeling techniques, coding  and experience with data. But she tells Which-50,  a great analyst needs

Is the pressure on business to start taking a more analytics based approach to decision making causing too many companies to jump the gun and hire data scientists before they are ready to use their skills? I had yet another call today with a brilliant data scientist working inside of

Technology now allows massive weather data streams to  be ‘mashed up’ with other data inputs such as sales data or social media data, and analysed, which in turn helps businesses to understand and predict, at a local level, the precise impact of weather on consumer demand. For retailers and FMCG

IAB Australia has appointed Lisa Walsh as Director of Research. She replaces Gai Le Roy who left earlier this year. Walsh will drive IAB’s programs to stimulate online and mobile display and search investment. That will involve standardising and simplifying online audience and media measurement, as well as developing and

There’s a lot of buzz right now about certain employers asking job candidates for access to their Facebook or other social media logins. I get it. Bad hiring decisions are expensive. Employers want every advantage to make sure they hire the best person for the role. They’ve been burned, and

We are firmly in the trough of disillusionment over data science. I’m seeing a trend in my clients — from startups to Fortune 100 — that’s driving that disillusionment. The results of data science are often failing to meet expectations. The fall of TESCO and the pending sale of its