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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RichRelevance is the global leader in experience personalization, driving digital growth and brand loyalty for more than 200 of the world’s largest B2C and B2B brands and retailers. The company leverages advanced AI technologies to bridge the experience gap between marketing and commerce to help digital marketing leaders stage memorable experiences that speak to individuals – at scale, in real time, and across the customer lifecycle. Headquartered in San Francisco, RichRelevance serves clients in 42 countries from 9 offices around the globe.
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