Demystifying Data is a podcast for marketers in the experiential and advertising space who want to get more engaged with data.
About the Host, Chris Clegg
Chris Clegg is a Sociologist who ended up understanding statistics. That evolved into a fascination with marketing and before he knew it, two decades of agency employment came and went.
These days Chris spends his time thinking about and studying why marketing works. The goal is always to figure out how brands and agencies can make sure their marketing doesn’t suck.
Any given day you’ll find him with the team at PortMA using statistical models to tell the future. He’ll tell you his superpower is uncovering the common threads that bind us. He uses that to develop and evaluate consumer targeting and messaging strategies.
“I love the challenge of measuring the abstract. Tell me that sales are down or that you have a new product/ service to offer and we’ll figure out together who will buy it and why. Tell me you can’t measure the ROI of Experiential Marketing and I’ll chuckle then tell you we’ve been doing it at PortMA for years. Let’s identify those weird, niche industry problems, get data that defines them, and then uncover the story that data is aching to tell. Moreover, let’s use that story to sell stuff people actually want.”