In advertising, evidence shows that creativity and human judgement are steadily giving way to statistics.

The signs are all around us. Take for example the journey of media mix optimization from 40 years ago to today, with attribution modelling now undertaken exclusively by media analysts.

Another example is today’s analysis of near real-time behavioural data, enabling marketers to continuously revise their tactics. Access to statistically-based modelling of this kind is enabling brand managers on the client side to take a more scientific approach than the agency’s own planners.