Australian data science and data marketing bodies merge

Two leading marketing and data analytics groups today formalised a previously close relationship to create a unified voice around the rapidly evolving field of marketing and data/business analytics. The Association for Data-driven Marketing and Advertising (ADMA) and the Institute of Analytics Professionals of Australia (IAPA) made the announcement today at the ADMA Global Forum, held at the Sydney Hilton Hotel.

According to the two associations, “The alliance will bring additional support and membership benefits for those in varied analytics roles such as fraud, risk, actuarial and operational analytics.

The deal combines ADMA’s 500 corporate members with IAPA’s 3500 individual members. “All members will benefit from new service offerings around marketing, advertising and data analytics. There will also be new education courses, events and webinars starting soon,” according to a joint statement.

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(ADMA CEO Jodie Sangster)

IAPA will operate as an integrated division of ADMA, benefiting from the stature and resources of Australia’s largest and fastest-growing marketing and advertising industry body. IAPA Chairman Doug Campbell continues in his role. “This alliance will strengthen the role of data analytics professionals. With the ADMA partnership, we can grow and better support our mission to unite, inform and support analytics professionals as an increasingly important sector of Australian business,” said Campbell.

The combined organisations say they will work together to deliver education courses and bridge the current gap between analysts and marketers. Educational initiatives are also underway for those leveraging analytics outside the marketing realm — such as operations, risk, fraud and strategy.

I’m delighted that ADMA and IAPA are forging this timely and productive alliance. Data analysis is now a vital part of marketing, so this is strategic positioning for us. We look forward to advancing and advocating the work done by data analysts around the country,” said ADMA CEO Jodie Sangster.

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