How Action for Children and O2 approach analytics

Joseph Clift

It is a truism among today's marketers that data will inform more and more campaign-related decisions in the future, including those traditionally taken by agency creatives. This process has been repeatedly characterised by Sir Martin Sorrell, chief executive of agency holding company WPP Group, as a transition from "mad men" to "math men".

Capturing and using data to improve effectiveness was a major subject of focus at the Festival of Marketing, an event held in London in October 2013. Two presentations from clients in very different categories – the charity Action for Children and telecoms provider O2 – highlighted the particular emphasis that brand owners are putting on analytics and uncovering the meaningful patterns in data.

Taking analytics seriously