Hasta La Creative!

Mindshare has a new data chief and he’s not afraid to combine traditional methods with cutting-edge approaches to make the right media decisions.

“I’ve always worked in some capacity around data,” said Rolf Olsen, who started with Mindshare on March 9 following a 10-year stint with Aegis Media Limited, during which time he helped build Carat’s analytics group. “I really like to understand what the ultimate impact of something is,” he said.

In the time Mr. Olsen has been navigating data for agency clients, a lot has changed. Particularly in the past decade, traditional media mix modeling has given way to algorithmic analytics based on an onslaught of digital and social media data. But, says Mr. Olsen, media mix modeling — which traditionally involved macro-level data to measure and predict the effect of advertising on sales — still has a place for media buyers and sellers and can serve as a complement to today’s digital approaches.

Continue reading at AdAge.com