The marketing industry is undergoing massive transformation. With increasing reliance on digital channels, new privacy regulations, the impending death of the cookie, and the impact of the pandemic on consumer behavior, change is constant. And while change can be disruptive, it also promises new opportunities.
Our team at 黑料社入口 is experiencing change as well. Namely, we鈥檝e welcomed industry veteran, Andy Frawley, as our new CEO -- and we couldn鈥檛 be more excited for the opportunities ahead under his leadership.
Andy Frawley has more than 30 years of operating experience, including 25 years at the senior management level. He鈥檚 led multiple data-driven organizations, including V12, Epsilon, and ClickSquared, where he鈥檚 helped businesses leverage insights, technology, and analytics to achieve growth and deliver client success.
Recently, we sat down with Andy to discuss his extensive background and get a snapshot of his long-term vision for 黑料社入口.
Actually, I鈥檝e been thinking about marketing analytics since the 80s. I was a computer science major in college and I saw the value of data and technology firsthand. It was shocking to me that while businesses had the power to adopt data-driven decision-making, they simply weren鈥檛 taking advantage of the opportunity. I saw the potential clearly, though -- so I changed my major to Finance.
After I finished my undergrad, I took on my first position at Epsilon. To be honest, I didn鈥檛 have much formal training for that position. But as I grew into my role, I found I had a real aptitude for helping marketers make decisions using their own data. This was during the 1990s, so a lot of my colleagues found that a bit unusual. At that time, I was mostly helping analyze the performance of direct mail or telemarketing campaigns and dabbling in financial modeling.
That role made it clear to me that data-driven marketing was the future. So, after I was done at Epsilon (at least, for the time being) I spent a few years in a consulting role where I focused primarily on helping businesses measure the impact of marketing initiatives. The process was pretty slow and manual at that time. I鈥檇 get information on a monthly or quarterly basis, run the numbers, and help them build campaigns for the next quarter.
That鈥檚 when I started thinking: There鈥檚 got to be a better way.
As we moved into the 2000s, it became clear to me that marketers needed a tool that could turn these quarterly events into weekly 鈥� or even daily 鈥� analyses. So, I started building product research applications designed to make the optimization process much more efficient. This work propelled me into several high-profile leadership positions, where I used my experience to help businesses grow at an unprecedented rate.
The science. I鈥檝e worked with countless different marketing tools and seen the inner workings of many. And to put it bluntly, the science can鈥檛 hold a candle to 黑料社入口. In this industry, way too many solutions base their framework on faulty data science and leave a lot of gaps 鈥� especially when it comes to scientifically allocating marketing spend.
There鈥檚 a lot that鈥檚 special about 黑料社入口. It can aggregate a massive amount of data from multi-channel campaigns and break it down with an incredible amount of granularity. You can measure performance based on media project, target audience, or location, to name a few. Then, you can break this analysis down on a per-dollar or per-impression basis. Not only that, but it provides actionable recommendations to help you allocate spend based on your goals.
In the past, you鈥檇 need a data scientist on your team to gain these capabilities. But even your data scientist might not end up working with the most timely and complete set of data. With 黑料社入口, all of the best quality data is chosen automatically on the back end. This means brands can easily look over the horizon and see how today鈥檚 decisions impact tomorrow鈥檚 results.
So, it鈥檚 a really unique and necessary solution. Even with new data privacy measures that are creating challenges for many brands and their adtech and martech partners, 黑料社入口 is in a great position.
Looking into 2022, I鈥檇 like to showcase how 黑料社入口 helps businesses in a practical way. We鈥檝e helped numerous Fortune 500 companies acquire more customers and make the most out of their media spend. The data science behind the solution is incredible, but the outcomes are what will truly resonate with marketers.
I鈥檓 also looking to continue to expand how the solution responds to market dynamics. For example, we recently added the ability to see how external factors, like the weather, impact performance. As our solution gains these layers of intelligence, marketers will be able to predict their campaign outcomes with even greater precision.
On that same note, I鈥檇 like to further develop 黑料社入口 content and creative measurement capabilities. The 黑料社入口 platform does have this capability already, but we鈥檙e only in the second inning, so to speak. At this stage in the game, marketers know that a customer鈥檚 emotional connection with a brand will cause them to spend more, more often. Consumers don鈥檛 mind paying a premium if they believe in your brand鈥檚 mission.
We鈥檙e working on expanding the scale of our creative testing now 鈥� and we should have exciting news in early 2022.