Marketing maths and dreaded Dirichlet curves: Why ANZ marketers and agencies must close the gap on doing numbers, fast

An industry-wide survey shows marketers and agencies are struggling with basic marketing and business maths formulae. We might be ok with ROI and NPV, but most of us are more WTF when it comes to AWOP and Negative Binomial Distribution. Brand Traction's Jon Bradshaw and VMLY&R Chief Strategy Officer, Ali Tilling, want to change all that in a bid to keep marketers at the top table, agencies at pace with consultancies and move the needle on growth through the right kind of creative accounting.


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