The marketing industry has undergone a significant transformation in recent years, and the rise of data in marketing has played a major role in this transformation. While traditional media analytics, reporting, and dashboarding focused on front-end media metrics, there is now a greater emphasis on classical media analytics topics such as attribution, media mix, and optimization. As someone who has worked in the marketing industry for several years, Justin Yee has witnessed firsthand the evolution of the industry and the impact that data science has had on it.

Justin says "My career in data science and marketing began at RAPP, an advertising agency that focuses on personalized customer experiences. At RAPP, I was part of a team that was responsible for analyzing data to inform our clients' marketing strategies." Working at RAPP gave Justin a strong foundation in data analysis, and he learned how to use data to identify customer behaviors and preferences.

From there, Justin moved on to Initiative, a global media agency that is part of IPG Mediabrands. At Initiative, he was able to apply his skills in data analysis to a broader range of marketing channels, including digital, social, and traditional media. Justin was also able to work on campaigns for a variety of clients across multiple industries, which gave him a deeper understanding of how different businesses approach marketing.

Justin says "My most recent role has been at Dentsu, a global advertising agency that is part of Dentsu Group, one of the largest holding companies in the advertising industry." At Dentsu, he continued to expand his skill set in data science and marketing. Justin has been able to work on some of the largest and most complex marketing campaigns in the industry, and he was challenged to find new and innovative ways to use data to drive better results for their clients.

Throughout his career journey, Justin says "I have been fortunate to work with great mentors and coworkers who have helped me grow both personally and professionally. These individuals have provided me with guidance, feedback, and support, and they have challenged me to take on new and exciting opportunities. They have helped me develop my skills in data analysis and marketing strategy, and they have taught me the importance of collaboration and teamwork."

The importance of mentorship and good coworkers cannot be overstated. In a fast-paced and ever-changing industry like marketing, having a supportive network of colleagues can make all the difference. They can help you navigate complex challenges, provide feedback on your work, and offer insights that you may not have considered. They can also provide you with a sense of community and belonging, which is essential for anyone working in a high-pressure environment.

Justin says "My career journey has paralleled the growth of the industry. In the early days of my career, data was viewed as a luxury rather than a necessity. However, as the industry evolved, the importance of data became increasingly apparent. Today, the ability to extract value from the vast amount of digital data available is essential to any successful marketing campaign. As a data scientist in the marketing industry, I have been able to use my skills to analyze data and provide insights that drive better decision-making."

One of the most significant changes in the industry has been the shift from traditional media analytics to more complex analytics techniques. Attribution modeling, media mix modeling, and optimization are now key components of any marketing campaign. By using these techniques, marketers can gain a more complete understanding of the effectiveness of their campaigns and make data-driven decisions.

Moreover, marketers can now look at data aggregations and split them by different attributes such as channels, creativity, and more. Additionally, it is now possible to delve deeper into audience dimensions, including demographics such as age and position. This level of granularity provides marketers with a more complete picture of their target audience and helps them develop more effective campaigns.

While the opportunities presented by data science in marketing are vast, they also raise ethical concerns. With the rise of hyper-targeting in marketing, issues surrounding data privacy have become more prevalent. Recent scandals such as the Facebook and Cambridge Analytica scandals have highlighted the importance of data privacy and the need for greater regulation. The General Data Protection Regulation (GDPR) and Apple's tracking permission prompts are just two examples of how the industry is trying to address these concerns.

In a cookie-less world, the role of data science in marketing is only going to become more important. With the impending loss of third-party cookies, marketers will need to rely more heavily on first-party data. This shift will require marketers to be more strategic in their use of data and to develop a more complete understanding of their customers. It will also require marketers to develop new methods for targeting customers and measuring the effectiveness of their campaigns.

As marketers, we must continue to embrace the potential that data science offers while also being mindful of the ethical considerations surrounding its use. Data can provide invaluable insights into customer behavior, but it is important to use that data responsibly. Ultimately, Justin's career journey has taught him that while the marketing industry may change, the importance of ethical considerations and the need to evolve with the industry remain constant.

In conclusion, data science has had a profound impact on the marketing industry, and Justin's career journey has been closely intertwined with the industry's evolution. As a data scientist, he has seen the industry shift from traditional media analytics to more complex analytics techniques. Justin also witnessed the growing importance of data privacy and the need for greater regulation. While the challenges facing the industry are significant, he is confident that by embracing data science and remaining mindful of ethical considerations, we can continue to drive innovation and create more effective marketing campaigns.

Quote: "As the popularity and attractiveness of data science solutions grows, companies will focus on the accessibility and favorability of these solutions, as the user experience and perception of these solutions will determine widespread adoption."

Management: Justin Yee, Senior Manager, Data Science at Dentsu
Website: https://www.dentsu.com/