SEVILLE — The science and the art of advertising may often be talked about as two separate disciplines. But there is a future emerging in which one feeds the other.

How will human creativity and maths collide?

“Brands need to be relevant. Relevance means powerful, emotional connections. To create those connections, you need data,” ad agency group Wunderman’s chief analytics officer Yannis Kotziagkiaouridis tells Beet.TV in this video interview.

“Could you use algorithms to develop insights in to a human process? That’s a big discussion.”

Kotziagkiaouridis has built a career in marketing leveraging data, before “leveraging data” was even fashionable. Wunderman recently partnered with marketing automation software maker Marketo to inject more data-driven understanding for brand clients.

Now he sees deeper consumer insight as critical. “Not all consumers drive value equally,” he adds. “You need to understand where your buyer comes from.”


This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville.