Cutting through the noise: New intelligence agency Matter launches headed up by Ollie Allen

‘Matter’ launches today with Ollie Allen, ex-general manager of Perceptive, as the founding partner.

Now that you have it, what do you do with all this data?

Despite the ever-growing investment into insights, data and research, many businesses still lack clarity on which metrics are truly important. Under the sheer weight of information overload, it’s all too common for businesses to end up focussing on factors that deliver mediocrity at best or deal damage at worst.

In a word, the problem is ‘noise’ – irrelevant metrics that distract from the insights that matter. When it comes to effective decision-making, noise is your biggest obstacle. That’s why Matter has made it their mission to take noise out of the equation.

Set up as an intelligence agency for brand builders and experience creators, Matter is here to make your research and data work harder for you, rather than the other way around.

“Research is simply a tool designed to supercharge strategic thinking,” says Allen. And to use it effectively, you need to make sure it’s giving you the clarity and confidence you need to make decisions that drive commercial results. Ollie calls it “effectiveness through intelligence”.

It’s an ethos he’s cultivated over his 13 years in the industry, working with clients across New Zealand and internationally in sectors such as healthcare, government, technology, B2B, FMCG as well as consumer products and services.

As a board member of the Research Association of New Zealand and judge of the YouTube New Zealand Marketing Awards, Allen’s skills lie in uncovering the true problem, asking the right questions and delivering simple, actionable insights.

And now operating alongside independent commerce agency, Multiplied, and creative experience agency, Twenty4, both Allen and Matter are ready cut through the noise and deliver the insights that really, well, matter.