Welcome to an audio-led edition of Unmade. Today we’ve an episode of our series focusing on industry startups, The Unmakers. We talk to the latest entrant into the increasingly competitive marketing mix modelling sector, Jordan Taylor-Bartels, the co-founder of Prophet.
And further down in the post, Nine slides to its lowest market capitalisation since August 2020.
Producing independent analysis of the media and marketing industry that goes beyond press releases takes time and resources. If you like what we do, you can support us by becoming a paying member. Upgrade today.
Prophet cofounder Jordan Taylor-Bartels on using difficult maths to make marketers’ lives simpler
In today’s episode of The Unmakers, we talk to Jordan Taylor-Bartels about Prophet, the analytics platform he’s been quietly building for the last three years, before finally publicly launching it in March.
There were several industry investors attached to the launch, including Australian Community Media proprietor Antony Catalano, and ex-Dentsu (now Bastion) executive Cheuk Chiang. To add to the spice, Chiang was an early investor in media mix modelling platform Mutinex, although he parted ways early in the project.
Although recently an owner of indie media agency Magic, much of Taylor-Bartels career has been spent outside of media, including at a couple of Elon Musk companies in the US. At the start of his career, Taylor-Bartels studied media and journalism at RMIT and created his own culture magazine, Helmet.
In today’s conversation, Taylor-Bartels explains his approach to simplifying the variabilities of marketing, talks through the launch team and plots a path for where Prophet grows from here.
Index back in the red
The Unmade Index has resumed its downwards trajectory with two days of falls wiping out most of Monday’s 1.5% bounceback.
The index, which tracks locally listed media and marketing companies, lost 0.53% on Tuesday and a further 0.89% yesterday to land on 530 points.
Nine had a rough day yesterday, losing 3.28% to hit its lowest market capitalisation since August 2020.
Meanwhile, consumer research platform Pureprofile lost 10% despite revealing quarterly profits in line with what the market had expected. Last week, it announced the abrupt exit of chair Linda Jenkinson.
Pureprofile said it expects its full year profits to be between $4.1m and $4.5m. Previously it had stated a range of $3.2m to $4.6m.
Today’s podcast was edited by Abe’s Audio, the people to talk to about voiceovers, editing and production.
We’ll be back with more tomorrow.
Have a great day.
Toodlepip…
Tim Burrowes
Publisher - Unmade
tim@unmade.media
Prophet growth: How Jordan Taylor-Bartels is using big math to predict marketing goals