‘Turning data into human truth’ – how Pacific is leading the future of audience intelligence

In 2016, Nicole Bence had a conundrum. With more than 15 years’ experience in the media, she was renowned for her sales, marketing and commercial strategy expertise, in both digital and print. But when Pacific approached her to join, despite her love for magazines, she was conflicted.

“I had to ask myself, did I think magazines could continue to play the upfront, pivotal role in Australian culture they always had?” she posed to the Mumbrella360 audience.

“Despite all of the audience intelligence that magazine channels had, they seemed to be lacking conversion. But I felt that there was a massive opportunity for us to change that; an opportunity for us to evolve the way we use data and insights and, ultimately, Pacific agreed. It was the collective passion shown by senior leaders within the company to lead that which made it a really easy decision.”

Now, as Commercial Director at Pacific, Bence has made it her mission to ensure the company remains at the forefront of an ever-changing media landscape. More than that, Bence and Pacific are looking to use the company’s cutting-edge audience intelligence to accelerate growth and shape products, becoming an increasingly trusted influence.