This is a recurring event: View all events in the series “Data Bites”
Speaker: Sam Dias - Head of Data Science Publicis Media UK
Abstract
Historically marketing has been unaccountable.
There is an old adage ‘Only half my advertising works, but I don’t know which half’.
Fortunately due to advances in data capture, technology and analytical techniques, this thinking can be retired.
This talk will explore how the application of data science to marketing is helping businesses grow in a risk managed way. Marketing metrics is a relatively new field that is thriving due to the use of smart data driven techniques and this seminar will explain how it’s done.
About the speaker
After university, having completed postgraduate work in mathematical economics, Sam first worked as a financial analyst in the City before waking up to the wonderful world of the marketing science.
Sam has over 20 years of experience in the marketing analytics arena working across an array of blue-chip clients that include: Toyota, NatWest, Vodafone, Sony Entertainment Network, Molson Coors, Axa, Nestle, GSK, Essity, Lloyds Banking Group and the Virgin Group.
He specialises in measuring and maximising the commercial value created from marketing though the creation of quantitative analytical frameworks.
He firmly believes in the doctrine of evidence-based marketing and has helped clients improve ROI and minimise risk associated with marketing. Sam applies Data Science to solve business problems.
Sam has written eight award winning papers on advertising effectiveness and collaborates closely with academia.
Outside of work, Sam is a keen chess player and cricketer. At weekends, Sam runs a private Uber service for his children Favourite Excel Function: Combin(N,C) … number of ways of choosing C objects out of N. Combinatorics made easy
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