Alex Steer leads Wunderman Thompson’s global data practice. He helps brands improve marketing effectiveness by applying data and advanced analytics to find new growth opportunities. Alex writes and speaks regularly on marketing effectiveness and the role of analytics, and is a regular judge on industry effectiveness awards, including the IPA Effectiveness Awards, UK Effies, and Campaign Media Awards in recent years. He believes all marketing can be measured against the goal of growth, and that data is only worth having if it inspires new ways to grow.