MERCADEO Versión en español
John Vanderploeg from The Core: Data Is One of our Key Aspects
Manuela Walfenzao| 3 de octubre de 2017
John Vanderploeg
John Vanderploeg, EVP at The Core – Leo Burnett’s consolidated data and analytics offering- and a board member of the Chicago Chapter of the American Statistical Association since 2001, was interviewed for the agency’s website about his role this year as chair of the association’s committee that selected the Statistical Advocate of the Year, how statistics impact people’s lives, and the relevance of data in client work. For Vanderploeg, statistics is at the core of using data more effectively. “In an industry where decisions haven’t always been driven by data or statistics, it is important to recognize those who advocate for its use” he said referring to why is the Statistical Advocate of the Year award significant to the industry. He said that for The Core, statistical advocacy is one of their key aspects. “Whether it is advocating for improved results from predictive modeling, using forecasting methodologies to successfully manage campaigns or implementing an effective testing methodology, The Core is constantly striving to bring data-driven approaches to our clients” he said. Vanderploeg explained that for an agency like Leo Burnett to advocate for a more data-driven approach to its creative products, they focus on providing more relevance to the consumer and more effective solutions for clients. “Quite often it starts with a hypothesis about consumer behavior and how our products – advertising or otherwise – can impact it. Next, we mine for data and then create insights to inform our approach. Lastly, after the creative is produced, we use test and learn methods to ensure our creative is working its hardest” he concluded.
