Extremely excited to be Jury President of the Data & Analytics and eCommerce jury in 2021. Increasingly so data has become of the heart of modern advertising & marketing but in 2020 with the massive acceleration of eCommerce the importance of data has also become exponentially important.
The Data & Analytics and eCommerce category must evolve away from backroom analytics to take a front seat in overall effectiveness of a brand's strategy. The discipline of data is must have for all campaigns given the growing importance of first party data and the increasing challenge to 3rd Party data sources. Also, eCommerce has shifted from mid to lower funnel activity to a full funnel proposition that takes the consumer through the stages of awareness, consideration and purchase in one smooth motion.
The jury will be looking for innovative campaigns that put data at the centre of the strategy versus an after thought and of course the impact this data centric effort had on measurable results as well as eCommerce campaigns that leverage a full funnel approach to drive ROI.
With over 25 years of building, advising and leading marketing & technology companies in Asia Pacific, Ken Mandel has held leadership roles with WPP, Yahoo!, BuddyMedia, Salesforce.com, Hootsuite, Publicis and is currently Regional Managing Director, GrabAds & Brand Insights for Grab. Ken is also a keen supporter of the Asian digital industry and has held numerous industry association Chairmanships including Interactive Advertising Bureau (IAB), Mobile Marketing Association (MMA), Digital Advertising Alliance and more. Ken’s current role at Grab is an eclectic accumulation of almost everything he has done over his pioneering career.
Ken was born in Toronto, Canada and holds a BA in Social Psychology from McGill University and a Post Baccalaureate in Asian Business from the Asia Pacific Management Cooperative Program. Ken and his wife Thet and their two sons are based in Singapore.