Experiencing Data — as Explained by Will Sandwick

5/14/2016 Unknown 0 Comments

In the communications world, most people think about data and analytics as metrics that come into play at the end of a campaign to sell its success. But when Will Sandwick, former Director of Analytics at The Barbarian Group, walked Brian Crooks’ Brand Experience class through some case studies, it was clear that when used in the research and concept development phase, data can help identify key brand problems that may have been overlooked. In fact, data and metrics can help sharpen and focus the creative idea.

As Director of Analytics at The Barbarian Group, Will was responsible for developing a discipline that leads to data-driven insights and measures return on creativity across all clients.  After joining Barbarian in 2014, Will helped the agency implement tools and processes to enable cross-channel success tracking and rapid testing of creative hypotheses. 

Will previously served Associate Director of Data Strategy at Droga5 where he lead measurement and analytics for clients including Chobani, Coke Zero, Toyota and Jockey.  Prior to joining Droga5, Will created and implemented measurement strategies as a member of the analytics team at R/GA. He has served as a visiting speaker at Miami Ad School and had his work cited in periodicals including Adweek, Advertising Age and Forbes. He now works at the startup Blippar.