It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
The Association for Data-Driven Marketing and Advertising (ADMA) has struck a formal alliance with the Institute of Analytics Professional of Australia (IAPA).
Under the agreement, IAPA will operate as an integrated division of ADMA. The partnership was announced at the ADMA BI and Analytics Lab, co-located with the IAPA’s National Conference and ADMA Global Forum at the Hilton Hotel in Sydney.
In a statement, the two organisations said the partnership will create a unified voice around the rapidly expanding area of marketing and data/business analytics, and provide additional benefits to those working in analytics roles across fraud, risk, actuarial and operational analytics.
The pair plan to launch new education courses, events and webinars in the coming months as well as new services around marketing, advertising and data analytics.
According to the statement, IAPA has 3500 individual members compared to ADMA’s 550 corporate members.
IAPA chairman, Doug Campbell, who will remain in his role, said the alliance will strengthen the role of data analytics professionals and help bridge the current gap between analysts and marketers.
“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,” he said.
ADMA CEO, Jodie Sangster, said the alliance was both timely and productive.
“Data analysis is now a vital part of marketing so this is strategic positioning for us,” she stated. “We look forward to advancing and advocating the work done by data analysts around the country.”