While the growing dominance of data and analytics in media and marketing decision-making may be daunting for some, for David Gould (pictured above) it’s a career dream come true. Gould is Global Brand President at Performics, which is celebrating its 20th anniversary next month and lays claim to being the original performance marketing agency. While Gould acknowledges that the data revolution and emergence of big data can be overwhelming, he points out that “people are paying closer attention to the types of performance data we can provide. Any performance agency is rooted in test and learn, focusing on optimizing and driving outcomes.”
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