Former Fairfax senior data scientist, Kshira Saagar, has joined Datalicious as its head of insights.
Saagar, who sat within the data and audience insights team at the publisher, replaces Michael Savio, who left Datalicious in June to join Etihad as senior marketing planner based out of Abu Dhabi.The role finds Saagar at the intersection of data, product and insights.
Datalicious says it is now at a junction where not only does it have the capability to capture and analyse online behaviour and accurately classify media spends to the right channel, but it can also tie them to the real offline world and justify these insights in a more easily understandable way.
“Martech-affluenza is the most exciting and interesting challenge for the industry,” says Datalicous Saagar said.
“With the growing number of data and analytics vendors and technologies, marketers are now faced with a new kind of disease - the inability to make the correct decisions from a dozen tangentially different findings about the same topic.
“It is true that ‘decisions don’t wait for data’ but it is also true that one right data-driven decision could affect an organisation’s entire bottom line.”
Saagar added that this concept of 'affluenza' – the luxury of option,s is the biggest roadblock for marketers and that the cure to this analytics affluenza is "downshifting" in the form of cleaner, simpler and easier to understand/use product that spans the entire data lifecycle of an organisation - from collection to insights.
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