The new equation for the marketing universe

Inspired by Einstein’s famous equation, Mediabrands’ Ben Kwan formulates a new theory for the marketing universe, one that holds the marketers’ world together. 

Why it matters

Marketing as a byproduct of the relationship between commerce, powered by media and creative, with technology as the common denominator, represents the industry’s unified field theory which involves learning how to work together to drive towards the broader marketing purpose.

Takeaways

• The marketing universe is data from metrics times companies powered by consumers that allow companies to track it.   
• Marketing-at-large is an interconnected universe and no single discipline is more vital than the next to the overall objective.
• To enable greater control over new consumer experiences, marketers bring technology to their side of the equation.

Quote

“Data (D) is a result of the metrics (m) times the companies (c) powered by the consumers (c) that allow companies to track it.   

Therefore, Data = metrics x companies ^Consumers.  In other words, D=mc².

In effect, the same foundation of the physics equation that Einstein shared with the world over one hundred years ago becomes applicable to today’s marketing construct where data lies at the heart of everything we do.” – Ben Kwan, CEO, Mediabrands Taiwan & Hong Kong