Analytics and Marketing Bodies IAPA and ADMA Merge

Industry bodies the Institute of Analytics Professionals of Australia (IAPA) has merged with the Association for Data-driven Marketing and Advertising (ADMA).

Following the move, IAPA will continue to operate as a separate business unit within ADMA. In addition, a new IAPA Specialist Advisory Committee (ISAC) has been appointed, which is chaired by Antony Ugoni, who serves as Head of Marketplace Analytics at online media company Seek.

ADMA CEO Jodie Sangster (pictured) said that this new committee's priorities will be in the areas of accreditation and recognition, as well as lobbying efforts to persuade execs to better understand and grow analytics capability across their businesses. She added that the committee will also help IAPA deliver on its mandate to provide enhanced education, thought leadership and networking opportunities.

Commenting on the merger, Sangster stated: 'Last year we entered into a partnership with IAPA to bridge the gap between data analytics and business, and in particular the marketing function. In the last year, through the alliance, IAPA has enhanced its offerings to members making it a stronger, more dynamic organisation. Analytics is now critical in driving business ahead in the global economy and IAPA is looking to significantly expand its footprint and increase its offerings to members.'

Web sites: www.iapa.org.au and www.adma.com.au .