Matt Devlin is Managing Director, Marketing Science at PHD Media. His job is to help PHD’s clients transition from planning and buying media to using advertising investment for growth. His team is charged with analyzing advertising impact on business and marketing objectives, carrying out strategic analysis on marketplaces and consumers and introducing novel applications of big data and machine learning. Having studied cinema and semiotics at university Devlin has deep respect for people that can create experiences that move emotion and culture. His work in digital media, econometric modelling and market analysis gives him a keen understanding of the usefulness – and fallibility of data. He’s keenly interested in getting the balance between art and science right for his clients.