Can better data help agencies overcome transparency issues?

November 25, 2015 2:58

The industry loves to debate the importance of ‘big data’ but Avrill D’Costa argues it can be effective in helping address client concerns around transparency.

Marketers now talk about data as if it’s some kind of revolution, but, let’s be honest: it’s nothing new.

It is and always has been key driver behind all marketing decisions. Numbers help marketers navigate audiences, hone messages and deliver real value to the businesses they represent. Figures like reach, share of voice and circulation, all play a roll in the mix.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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