[NewsMakers] Melody Maker & Katherine McChesney

"The future of marketing is context - the more you know about your consumer, the more specific your marketing messaging can be and the more likely it is to resonate with your exact consumer.

"But most of all, Anthropology was born out of a desire to see the union of big data and the insights behind inspiring solid consumer marketing initiatives all the way - from branding to execution of campaigns," explains Maker.

They boast a highly segmented and targeted consumer database of over 50 million historical records and 19 million economically active South African consumers.

"Anthropology is underpinned by proprietary technology that allows us to effectively mine big data, and create meaningful models and marketing strategies for our clients. We started the business with the goal of 'creating'," says McChesney.

"We really have a desire to look at each client objectively and holistically, regardless of the medium, to ensure channel appropriate marketing initiatives as opposed to the approach of forcing round pegs into square holes."

Maker explains that the name Anthropology comes from their intent to constantly study and evaluate consumer data, interactions, and trends.

"Meaningful marketing has to be born out of really understanding who you are speaking to and what makes them tick. The study of humankind... this is what we are all about."

About Melody maker and Katherine McChesney

Melody Maker (left) and Katherine McChesney have both worked for leading brands and agencies in South Africa, with a combined 20 years' experience in the digital industry. They believe that due to the fact that they have been on the client, agency and publisher side of the industry, that they have a good understanding of what it will take to produce work that satisfies all their stakeholders.

MELODY MAKER:

Q: What is your USP?
A: Marketing and specifically 'data specialists'. Our aim is to demystify this world and to be transparent in what we do.

Q: Why data?
A: We believe business decisions need to be based on facts, not just assumptions. There is a plethora of data that exists around most brands and industries, but very few people know what to do with this. We aim to marry the science of the data with the art of the insights within this data that will drive real business change.

Q: What do you love about what you do?
A: Every day is a new challenge. Owning and running your own business is not for the faint hearted, it takes gumption.

Q: How will you change the world?
A: Wow, what a question. I guess I will try make an impact on my immediate universe, whether I will change the world that is still to be seen. Every little bit counts.

Q: Your ideal client?
A: Somehow, when you are in marketing, everyone is a specialist. So I guess my ideal client would be one who is happy to collaborate, actually listens and is willing to take risks.

Q: Tell us something about yourself not generally known?
A: I am actually a qualified make-up artist. (And her name is genuine - her parents had a sense of humour!)

Q: What do you do to de-stress?
A: Gym, a glass of wine with friends, hugging my cat, staring at the ocean, watching a good series, learning to actually breathe properly and getting enough sleep, and I always pray.

KATHERINE McCHESNEY:

Q: What is at the top of your to do list?
A: The most important thing is cash flow.

Q: What is your business focus right now?
A: Firstly, attracting clients; and secondly, working on pulling deep insights and trend analysis out of all the data available to us.

Q: Most important attribute needed to do your job?
A: I would have to say trust...

Q: The biggest trend to note in your industry?
A: The management and analysis of big data. As an industry, we are only scratching the surface of what is possible. This data exists, and has done so for a long time... It's what we do with it that matters.

Q: How do you inspire others?
A: I think you have to lead by example.

Q: At the top of my 'bucket list' is...
A: A surf trip to Indonesia!