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 frontend 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 hisskill 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.
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