Zoom on Arthur Pham, Data Scientist at Wizaly since September 2018.
? What is your role at Wizaly?
I am in charge of supporting our customers at all stages of their life with Wizaly. Starting with the initial onboarding where I make sure that all the advertiser’s data is properly collected by Wizaly. But also on a daily basis where I advise and answer advertisers’ questions on all the issues they may have about using the Wizaly platform, managing their Media Mix, organizing their data or preparing future campaigns and budgets.
? How would you describe your work day to a child?
We are all exposed to advertising during our visits on the internet. Often this advertising is intrusive or too much present and can even make us not want to buy a product just because the ad bothered us while we were watching a YouTube video. My job is to advise brands on the right way to offer their products to all Internet users so that brands can continue to sell their products and everyone can keep watching their YouTube videos without being harassed.
? Why did you join Wizaly teams?
In 2018, and even today, the algorithmic attribution technology was/is unique on the market. After completing an internship in an agency, I understood the necessity of the attribution concept in order to avoid doing marketing like in Mad Men. So I looked at the different ways of doing attribution and the approach proposed by Wizaly appeared to be the most successful. Today, after seeing and understanding all the little details of how it works, I am even more sure of my decision.
? What makes you an indispensable part of the customer success team?
Today companies have understood the value that data can have for the growth of their business and in particular for their marketing actions. However, the use of this data requires a double skill: both a marketing skill, to identify the different stakeholders, purchasing modes, trends regarding purchasing behavior, etc., as well as a data skill in order to use the different approaches of data science to answer the right questions that the marketing side raises.
The observation that I make is that companies do not always have the human or economic resources to hire a team with this dual competence and often a choice is made on one side or the other.
I think that with my background as a Mathematics/Statistics engineer as well as my experience in agencies and within Wizaly supporting advertisers with different budgets/size/industry, I have, just like the other members of the Wizaly data team, this dual skill (marketing and data science) which is quite rare on the market.
? What is the project you are most proud of at Wizaly?
Eighteen months ago, I suggested the introduction of an R&D division within Wizaly with two objectives: to strengthen communication between the data and development teams and to improve the quality of the media analytics offered by Wizaly. Today, this initiative has enabled the development of numerous functionalities on the Wizaly platform as well as several projects that have helped our customers to better understand and manage their media mix.
✈️ You will soon be moving to the United States, what are your ambitions for Wizaly’s international development?
The Wizaly technology is really unique and I think we have our place in the US market. The short-term objective of Wizaly US will be to replicate the organizational structure that has proven its effectiveness in France.
✨ Your closing words ?
The extra question: If you were a video game character, what game would you be playing in and who would you be?
Cave Johnson (Portal), a game/character represented by its characteristic to solve problems creatively.
? By the way, what about your amazing talent?
I can make the sound of a water drop.