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Erik: So what are you doing right now at this company X+1?
Ken: So my role is two fold. I do the data strategy and run the client analytics team,
mostly in the display business. The data strategy piece is really interesting because of my
previous experience at IXI. I have good relationships in the web data space. This is a very new
field. All of the ad networks, the publishers, the agencies all know to do a better job of
getting the right ad in front of the right person is going to require that you know more
about the person. I mean, this is something that data based marketers have been doing
for years. So, as… certainly over the last six months, a year, there have been a lot
of data providers who have shown up who want to be able to enable those direct marketing
that is available offline, online. . So being able to assess those providers, we do what
we call a data strategy test. We take the data in house, decide if it’s valid or not.
Is it reliable? What’s the coverage? How many people does it address? So to be able
to assess the data for our business use is a big part of my job. I sign and negotiate
all the deals to sign up the data providers and then I help a little bit with implementation.
The second part of my job is to help the clients figure out… I don’t want to say just do
reporting, but we do at least reporting on how their campaigns are running. We also do
what I call inside generation. We help them understand their audience better and then
we’ll do optimization so now that we understand their audience better we share that with them
and figure out how we can improve the performance of their campaigns.