Before “Big Data” became a much-used term, Lynn Lewis was building it into practices for her clients. As the head of J3/UM, she was responsible for creating a new organizational structure, true integration, and employing new business tactics that focused on content, data and making media fully accountable.
One of her most innovative accomplishments while the global head of J3 was acting as the primary architect for the Business Analytics Engine (BAE), which includes a fully integrated team of analysts who are embedded within the planning team. The advanced analytics employed by this team allow for a scientific approach that enables the agency to forecast a client’s business outcomes, and then optimize it in real time—based on what is performing best statistically.
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