Tony Davis is another new arrival in our Power 50. He and Quantium are the current pin-ups for big data, especially after Woolworths took a 50% stake in the company earlier this year. The big end of town is now taking note.
The company has 150 actuaries crunching algorithms around anything that spits out data. With a background in direct marketing here and brand marketing in the UK, Davis is having big conversations with lots of brand owners around how they can deploy data strategies.
“Everything leads to maths and data,” Davis says. “It’s not a commercial issue. It’s not a marketing issue. It’s a mathematical exercise and so my argument is big data is kind of everything.”
Davis says most agencies at this point are pretty light on in their data capabilities, as are most companies, although things are moving fast.
