In this episode of The Data Malarkey Podcast, host Sam Knowles speaks with Sorin Patilinet, Senior Director of Marketing Sciences at Mars, Inc. Known as “The Marketing Engineer,” Patilinet brings an analytical approach to marketing, applying engineering principles to improve effectiveness.
From engineering to marketing
Originally from Romania, Patilinet studied telecommunications engineering before transitioning to marketing. His technical background gave him a structured, data-driven mindset, which he has applied over 12 years at Mars. Rejecting the idea of marketing as a “colouring-in department,” he advocates for a scientific approach to brand growth and consumer engagement.
The impact of evidence-based marketing
Patilinet credits Byron Sharp’s book, How Brands Grow, with shaping his perspective. Sharp’s work emphasises evidence-based marketing, where data, not intuition, drives decisions. Patilinet has implemented these ideas at Mars, focusing on long-term brand building and behavioural insights rather than short-term trends.
Adapting to a changing media landscape
The marketing landscape has evolved significantly. Where TV once dominated advertising budgets, brands now manage dozens of creatives across multiple platforms. Patilinet highlights the challenges of measuring reach and effectiveness in this fragmented media environment, calling for a more structured, data-led approach.
Improving ad testing: The ACE methodology
To refine creative decisions, Patilinet helped develop Agile Creative Expertise (ACE), Mars’ proprietary ad-testing methodology. Unlike traditional surveys, ACE measures real consumer behaviour, using eye-tracking, attention analysis, and emotional response data. This approach provides reliable insights into ad effectiveness, helping brands optimise campaigns based on evidence rather than guesswork.
Balancing AI with human insight
Patilinet is cautiously optimistic about artificial intelligence (AI) in marketing. While AI-powered tools like ChatGPT are gaining traction, he points out that Mars has used machine learning for years to improve marketing efficiency. However, he emphasises that human creativity and strategic thinking remain essential, as AI is only as good as the data it is trained on.
Personal philosophy and future goals
Beyond marketing, Patilinet is an advocate of modern Stoicism, inspired by Ryan Holiday’s books. He applies these principles of resilience, focus, and long-term thinking to both his professional and personal life. Looking ahead, he hopes to apply his structured communication approach to large institutions like the European Union or the United Nations, improving public engagement through clearer messaging.
Contributing to the marketing field
Patilinet is also a board member of the Attention Council and a guest lecturer at the Wharton School, sharing his knowledge on data-driven marketing. Through these roles, he encourages marketers to embrace analytical thinking to enhance their effectiveness.
Conclusion
This episode highlights the value of engineering principles in marketing. Patilinet’s work at Mars demonstrates how data, evidence, and behavioural insights can improve marketing outcomes. As brands navigate an increasingly complex media landscape, adopting structured, science-based strategies will be key to long-term success.
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This blog was created using ChatGPT.
