Page 10 - Journal of Strategic Marketing Magazine - April 2019
P. 10
MAKING WAVES
that has a strong focus on data. How
Kagiso Musi is data science changing marketing,
and how are modern media agencies
harnessing that power? I think the
biggest challenge for marketers lies
not in the data itself (as there is an
abundance of data we draw from)
but in the analysis of it. The ability
to ind what is important in the data
remains a challenge. Data science for
us is rooted in analysis, modelling and
really understanding metrics. Merging
marketing mix metrics and metrics
that drive the communication piece
and media choices has just passed
the nascent stage and is beginning to
display signs of effective use.
There are still signiicant limitations
to how the industry has used data and
a limited understanding of cross-
channel data analysis and cross-media
integration. This naturally poses a
dificulty in connecting customers
holistically and spreading messaging
and budgets eficiently.
We use client, customer and media
data to look beyond the numbers;
it allows us to overlay analytics and
combine media sets to get costing
eficiency, maximum coverage and
impactful connections. This requires
looking at big data and small data as
useful pieces of information to improve
our media strategy, planning and
buying, and giving our clients equitable
solutions.
Kagiso Musi was recently appointed managing director of
Meta Media, the new kid on the Park Advertising block, and
Why did you choose marketing as
challenger to older sibling, The MediaShop. a career? Honestly marketing found
me. It chose me. I was ready to go
What is the life quote you believe One that best suits me, though, study dental technology (yep… I know
suits you best and why? It’s not is from Albert Einstein: “The intuitive right…) and I found the AAA School of
so much a quote, but rather a life mind is a sacred gift and the rational Advertising, went in to get a brochure,
philosophy – ‘I get my hands dirty for mind is a faithful servant”. This is me was offered a bursary after a short
the clean stuff and keep them clean for to a T – a healthy balance between chat… and here we are today.
the dirty stuff’. I think to really excel in the soft and hard, the creative and I think marketing chose me because
anything one must put in the work (get business, the playful and serious. I’m curious, I love to create and solve, I
a sense of the practical know-how, and love a challenge, and I love to be part
do so with absolute integrity). That’s You have just taken on a big role as of the solution. I like creating linkages
what I try to do every day. MD of Meta Media, a media agency and building stuff – great brands, great
p8 - Strategic Marketing
that has a strong focus on data. How
Kagiso Musi is data science changing marketing,
and how are modern media agencies
harnessing that power? I think the
biggest challenge for marketers lies
not in the data itself (as there is an
abundance of data we draw from)
but in the analysis of it. The ability
to ind what is important in the data
remains a challenge. Data science for
us is rooted in analysis, modelling and
really understanding metrics. Merging
marketing mix metrics and metrics
that drive the communication piece
and media choices has just passed
the nascent stage and is beginning to
display signs of effective use.
There are still signiicant limitations
to how the industry has used data and
a limited understanding of cross-
channel data analysis and cross-media
integration. This naturally poses a
dificulty in connecting customers
holistically and spreading messaging
and budgets eficiently.
We use client, customer and media
data to look beyond the numbers;
it allows us to overlay analytics and
combine media sets to get costing
eficiency, maximum coverage and
impactful connections. This requires
looking at big data and small data as
useful pieces of information to improve
our media strategy, planning and
buying, and giving our clients equitable
solutions.
Kagiso Musi was recently appointed managing director of
Meta Media, the new kid on the Park Advertising block, and
Why did you choose marketing as
challenger to older sibling, The MediaShop. a career? Honestly marketing found
me. It chose me. I was ready to go
What is the life quote you believe One that best suits me, though, study dental technology (yep… I know
suits you best and why? It’s not is from Albert Einstein: “The intuitive right…) and I found the AAA School of
so much a quote, but rather a life mind is a sacred gift and the rational Advertising, went in to get a brochure,
philosophy – ‘I get my hands dirty for mind is a faithful servant”. This is me was offered a bursary after a short
the clean stuff and keep them clean for to a T – a healthy balance between chat… and here we are today.
the dirty stuff’. I think to really excel in the soft and hard, the creative and I think marketing chose me because
anything one must put in the work (get business, the playful and serious. I’m curious, I love to create and solve, I
a sense of the practical know-how, and love a challenge, and I love to be part
do so with absolute integrity). That’s You have just taken on a big role as of the solution. I like creating linkages
what I try to do every day. MD of Meta Media, a media agency and building stuff – great brands, great
p8 - Strategic Marketing
