Introducing… Maria Fadeeva, Partner

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Florida-based Maria explains why creative effectiveness is a hot topic currently, which Super Bowl ads resonated with her, and why she loves working in the data and analytics industry.

What burning question are brands you work with asking currently?

There are many questions being asked, but how to evaluate creative effectiveness, particularly on digital and social channels, is one that is coming up a lot. One of our clients spends a significant share of its budget on new creatives and changes them based on factors such as seasonality. Their marketing team is being asked if it’s worth the cost, so we’ve been working with them to find an answer. One hurdle we come against is getting the data at the creative level. To get over this, we are testing new approaches and datasets that provide the additional details we need to optimize their media.

What’s the best advert you’ve seen recently and why?

Two ads – by The Farmer’s Dog and Amazon – that were shown at last month’s Super Bowl resonated with me. Both ads feature dogs and the companionship that pets provide us and each other. I have two cats, so this is something I can relate to. It’s also worth noting that neither ad featured anyone famous, proving that you don’t need celebrity endorsement to make an impact. If more advertisers used this approach, they could save the non-working costs and maximize how much media is aired.

How did you first get into the data and analytics industry and what do you like about it?

I have always loved math and was one of the kids who did puzzles for fun. At school, I enjoyed math homework and did not see it as a chore. So, working in analytics was a natural fit for me. I love the problem-solving aspect of it, such as understanding data trends or coming up with strategic recommendations for clients.

What advice would you have for anyone considering a career in the data and analytics industry?

If you enjoy balancing details with big picture strategy, this industry may be a good fit for you. A lot of what we do is data storytelling – for example, using what we see at the lowest level of granularity to build a picture about general trends and then working out what to do with this information to optimize decision-making. If, like me, you enjoy following the latest media trends and doing puzzles in your spare time then it’s a good indication that you may have a successful career in this industry.

What person do you follow on LinkedIn that you would recommend to our readers?

I can’t say there’s a specific person that I follow. I like to scroll the feed and see what others are posting and talking about. I love reading what my old co-workers are saying as there is always something interesting to find and it helps to maintain connections.

Contact Maria to discuss any of the issues in this Q&A.

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