LOS ANGELES — The old adage of “50% of my ad budget works, I just don’t know which 50%,” may no longer hold true, says Chris Weil, Chief Executive Officer for Momentum Worldwide and the chairman of the 4A’s during an interview with Beet.TV at the 4A’s conference in Los Angeles. That’s because of the proliferation of data, which is changing how brands are able not just to market but to evaluate their marketing.”When we can prove what we do works on a consistent business, we drive business, we drive sales,” he says.

“I believe that with data and technology, if used properly, the agency world is poised for huge growth,” he says, adding that marketers can now better analyze which components of campaigns deliver on building brands. The promise of big data, though, is just beginning, much like the dot-com rush decades ago. “Everyone is talking about data and it’s out ahead, but will it eventually change the world? Yes, and for the better.”

For more insight into data, trends and branded content, check out this video interview.