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Stronger emphasis on storytelling, not just speaking in rates and figures
Stronger emphasis on data as inspiration for an idea, articulating how you can use insight to drive action. Extra points for being able to creatively get data you don't have already (using third party data differently, creating that data, scraping other data sources, etc)
R/GA 1 nailed it. It’s all about seeing your data analytics skills through a different lens.
I did - a lot of project based work. incremental SOWs. less standing scopes, less reporting. the analytics work was very niche and a bit of a hodgepodge of projects. definitely not the focus of the agency. immensely profitable - they could pick and choose their projects.
R/GA1 was spot on. I'll add that having worked both sides of media and creative (and integrated), working on the creative side has taught me to find the right thing to say, not just a bunch of things to say. You'll be focused on finding a specific, small piece of data that could lead to big conclusions, not a deluge of small data points that can lead to incremental gains.