Datarati :: Will Scully-Power :: Data, Analytics & Optimization in the World of Advertising!

Will is the Managing Director of Datarati, a marketing analytics and optimisation company, providing digital advertising agencies, media agencies and their clients with actionable data-driven insights which improve campaign performance and ROI.

Prior to joining Datarati, Will was the Data Director at M&C Saatchi/Mark.

M&C Saatchi launched a new agency called (Mark.) back in 2007 that merged direct and digital media – and introduced, for the first time for the agency, the discipline of data.

Clients included: ANZ, Optus, Qantas, Woolworths, Westfield, IAG and Freedom Furniture.

Prior to joining M&C Saatchi/Mark. in 2008, Will spent two years as the General Manager of agency On-Demand. At agency On-Demand, he successfully led the implementation of over 150 customer relationship management (CRM) and Marketing Automation Database (MAD) projects. Clients included: Telstra, Vodafone, AAPT, Commonwealth Bank and NRMA.

Prior to agency On-Demand, Will founded and became Managing Partner at MarketingFX, Australia’s leading boutique agency specialising in outsourced marketing and PR services for hi-tech companies. MarketingFX was a member of GlobalFluency, a global alliance of independent technology marketing and public relations firms. GlobalFluency represented more than $60 million in annual billings.

MarketingFX was acquired in 2006.

Will is a member of the Australian Direct Marketing Association’s (ADMA) Data Council, a member of the NSW Council of the Australian Marketing Institute (AMI) and a member of the Institute of Analytics Professionals of Australia.

Will is also Head of the Sydney Data Miners  www.meetup.com/datarati, a group of over 200 data mining, natural language processing, artificial intelligence, machine learning, statistics, web mining, search engines and/or computational linguistics professionals.