Advertising Age – At DMA 2013: 'Mad Men' vs. 'Math Men'

Chicago—Marketing creatives and their data scientist colleagues had a meeting of the minds today at the Direct Marketing Association’s annual conference and expo here. A panel representing the two groups discussed the tension that exists between them and agreed that coordinating their talents would pay off in better-performing campaigns.

“There is a tension between the “Mad Men’ and the “Math Men’; both camps have a passion about the customer but have different approaches,” said Doug Bryan, principal sales engineer at marketing personalization company RichRelevance Inc.

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