ADMA brings in the analysts in new alignment

By AdNews | 30 July 2014
ADMA chief executive, Jodie Sangster.

The data marketing and advertising association has formed an alliance with the association representing analytics professionals in a bid to create a unified voice surrounding marketing and the way data is being interpreted.

The Association for Data-Driven Marketing and Advertising (ADMA) announced the new relationship with the Institute of Analytics Professionals of Australia (IAPA) at the ADMA Global Forum today.

The IAPA will operate as an integrated unit of ADMA.

ADMA said in a statement that the alliance will create a unified voice around the rapidly evolving field of marketing and data/business analytics. The alliance will bring additional support and membership benefits for those in varied analytics roles such as fraud, risk, actuarial and operational analytics.

ADMA CEO Jodie Sangster said the alliance was timely as data and its analysis became increasingly important to marketers.

“I'm delighted that ADMA and IAPA are forging this timely and productive alliance,” Sansgter said.

“Data analysis is now a vital part of marketing so this is strategic positioning for us. We look forward to advancing and advocating the work done by data analysts around the country.”

IAPA chairman Doug Campbell said: “This alliance will strengthen the role of data analytics professionals. With the ADMA partnership, we can grow and better support our mission to unite, inform and support analytics professionals as an increasingly important sector of Australian business.”

The move will see 550 ADMA corporate members joined by 3500 IAPA individual members.

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