Your career started in data and analytics, but you spent the next 20 years working in the media agency world. What persuaded you to join Gain Theory and return to your roots?
I spent the last decade as a global client lead applying the results of effectiveness analyses for a range of brands and sectors, but I was keen to learn about new analytical techniques and understand how to optimize clients’ overall marketing investments, not just media.
Learning more about how data used in analysis today has evolved and how the methodologies used to do the analysis have improved were key motivations for me when deciding to join Gain Theory.
Now I’m here, I hope to help bridge the “action gap” we see at clients. This happens when too much time is spent on analytics and too little time is spent ensuring insights are actioned. It’s critical that we close this gap as companies that frequently use data and insights to make decisions expect 32% higher revenue growth than those that use data and insights infrequently, according to a recent Forrester report.
The great work that Gain Theory does in data, advanced analytics, and foresight coupled with my experience in using actionable insights to help marketers achieve their goals feels like a perfect marriage!
What are you working on currently that excites you?
There are many exciting projects we’re working on, but if I had to pick one it would be the unique way we have leveraged various data sources and measurement approaches to quantify the short- and long-term impact of influencer marketing and sponsorships for some of our clients.
While there is a clear expectation and belief that these types of investments influence brand and long-term sales, there’s a lack of knowledge around what partnerships work best and why. This is partly because they’re complex projects that require a careful balancing of long- and short-term content and media investment decisions to ensure maximum impact.
Using a combination of different analytical approaches and skills is key. In my view, the difference between Gain Theory and other providers is that over 50 years we have evolved to incorporate the best approaches and skills to answer our clients’ key business questions.
How is AI impacting marketing measurement and effectiveness in your view?
The biggest impact that AI has made is two-fold: reducing the time it takes to get data into the shape we require to build models; and comparing different model approaches. This has been beneficial, as it means we can help clients to make faster decisions.
We’re still learning about how generative AI will impact marketing effectiveness, but it’s clear to me that there is both an art and a science element to whatever the future holds. However brilliant the technology turns out to be, we’ll continue to work collaboratively with marketers to ensure insights are actionable and drive growth.
Away from work you’re a big fan of music – what’s your favorite album?
That’s easy, it’s Fleetwood Mac’s Rumours. I think it’s one of the best albums ever made. Funnily enough, I didn’t own a physical copy of it until recently when I got a record player for my birthday and bought the vinyl. I wanted a record player for many years so I could go back to the experience of listening to albums from beginning to end.
There isn’t a song on Rumours that I don’t like and whenever I play it my three boys, my wife, and my friends all love listening to it too.
Contact Felix to discuss any of the issues raised in this Q&A.