Moneyball for Brands: How Communications Agencies Are Using Data Science


New model of the media landscape

Before I came to Grio to do software development, I worked as an analyst at a digital marketing agency. Communications agencies are experiencing an industrial renaissance thanks to the rise of social media and the proliferation of data around consumer online behavior. Every Facebook like, every Instagram post, and every click of a link is an opportunity to measure a brand’s influence.

In the past, agencies were separated by activity, such as public relations, advertising, or branding, but these days the responsibilities are much more blurred. Clients are demanding increasingly complex marketing campaigns across multiple platforms. As a result, all firms are being asked to do more work outside of their comfort zone. Basically, clients are looking for a one stop shop for all of their marketing needs. Companies are more than happy to try to be that full service agency.

In this post I’d like to share a quick overview of the changes that communications agencies are encountering, and how they are adapting by incorporating data science into their service offerings.

An Introduction to Data Mining


Data mining is an interdisciplinary subfield of computer science used to discover patterns in complex datasets. The field has been widely studied since the 70’s since it can produce useful insights that can help to better understand underlying relationships and trends in data sets.