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Analytics…’Weird Science’ vs ‘Art of Marketing’

For agencies and clients, marketing as a discipline is at a seminal flex point – triggered by the radicalisation of consumers, transformative technological changes and then emergence of data as a fuel to engage in personalised interactions. This pace of change is set to further accelerate. We face the emergence of machine learning and artificial intelligence as the next triggers that have the potential to further reinvent our landscape, and the way that data and insights intersect with creative, content and copy.

This session will outline this ever changing landscape, illustrate it with global examples and also reflect upon what it means for agencies, the marketing eco-system and the skill-sets and structures that may need to be tuned to cope with this exciting transformation.

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Marek Rucinski, Managing Director, Accenture Interactive