Analytic Partners’ Paul Sinkinson on reality returning to marketing

Paul Sinkinson’s decade-long tenure at commercial analytics company Analytic Partners has been underpinned by a clear insight: analysis for its own sake is worthless.

Sinkinson, Analytic Partners Australia and Asia managing director, says that unless the work changes decisions, and those decisions go on to help a business, it is unjustifiable.

“The prettiest dashboard in the world doesn’t help anybody grow, does it?” he told Mumbrella.

Paul Sinkinson