#DMWF Europe 2019: Interview with Matt Nixon, Founder and Analytics Director at Molzana

By: Hannah Pinchbeck

November 22, 2019


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Matt is the Founder and Analytics Director of Molzana, a London based Analytics Consultancy. Bringing a no-nonsense approach to data, Matt & Molzana work with Marketing and Media agencies as well as businesses from a wide range of sectors, providing amazing analytics solutions and to the point advice for their clients. Prior to Molzana, Matt, has had 10 years of digital experience and has lead analytics teams and projects at WPP & BBDO as well as working with independent agencies and also client-side with The Trainline. Matt’s, time in digital analytics has seen him handle the analytics accounts for Vodafone, Michelin, Avis Budget Group and Virgin Media to name just a few.

Ahead of #DMWF Europe we caught up with Matt, to find out his thoughts on the digital marketing landscape, what he thinks us marketers should be looking out for in the future and what he’s most looking forward to seeing at #DMWF Europe on 25 – 26 November!

Hi Matt, thank you for taking the time to speak with us! We’re super excited to see your session in Amsterdam!

With the end of the year approaching it is great time to reflect on 2019! What digital marketing trend has impacted your campaigns the most in 2019?

Maybe not revolutionary but certainly prominent for many of Molzana’s clients this year has been to gather more and more dynamic data for use in smarter targeting and assigning more impactful messages are vital for being able to ensure customers are served relevant ads (and sometimes no ads!).

Knowing what buying stage a user is at, whether they have purchased previously, what they have viewed or where they are planning to visit is useful for dynamic marketing activity, bid adjustments and personalised creative assignment. Upgrading data capture mechanisms across all channels has been high on the agenda of many marketers we have worked with in 2019.

So, for next year, what is the next BIG thing for 2020 that marketers should be preparing for now?

Keeping it within the context of data and analytics – getting the basics right is absolutely key. We see so many brands that still do not have workable dataLayers, CRM setups and data capture across their marketing channels and websites. If this sounds familiar covering the fundamentals and investing in data capture and automation upgrades should be on your brand’s 2020 KPIs.

How do you feel digital marketing will change in the next 5/10 years?

Customers will come to expect to have tailored content and experiences, brands will have to learn to consistently engage with their users one to one, although brand marketing will still have it’s place – personalised messaging will sit at the heart of performance marketing in the next few years. With this said, trying not to be creepy at the same time will probably be the biggest challenge to go with it.

Now, we’re really looking forward to hearing more from you at the show. As a bit of a teaser, what can our community learn from you at your panel at DMWF Europe?

The ethos at Molzana is to try to keep things straightforward and simple wherever possible. With that said, expect to hear some to the point advice about how to generate and utilise your first party data. Hopefully you can learn from first hand experience about content and marketing optimisation by utilising  more robust data models, applicable to any brand and budget, big or small.

Who else on our DMWF Europe speaker line up are you looking forward to learning from?

Each of my fellow panellists! Marco from Philips and Jerome from Axa carry a wealth of experience that I’m sure anyone can learn from. I’m looking forward to hearing their personal experiences and advice first hand at DMWF and beyond.

Like a prize boxer, you are the undisputed heavyweight in your field. If you had a walk-in song, what would it be?

Being from Manchester, it would have to be Oasis – Rock ‘n’ Roll Star.

Thank you Matt! We look forward to seeing you for #DMWF on 25 – 26 November in Amsterdam!

Matt Nixon will be taking a seat on the panel, Enhancing Customer Journeys: Digital, Data & Analytics’ within the Data & Disruptive Tech track on day 1 at #DMWF Europe on 25 – 26 November at the Elicium Centre, Rai, Amsterdam!

To see our full agenda and book tickets please visit our website.

Molzana are Silver Sponsors at #DMWF Europe 2019.

Simple, no-nonsense analytics, data & tech from the straight talking analytics experts. Working with clients across Europe, Molzana lead the way with innovative web analytics, business intelligence, data visualisation and marketing optimisation solutions. Our analytics experts have a wealth of experience working alongside marketing and media agencies as well as clients from a range of industries including: Finance, Telecoms, Travel, Automotive, Design and Publishing.