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Thursday, 27 October 2011 13:58 |
iCrossing appoints former Amazon.com exec to lead Analytics practice
Former Discover, Wells Fargo and Experian man joins
US digital marketing agency iCrossing has appointed Doug Bryan as vice president, analytics.
He will lead the agency's analytics team, which uses a variety of marketing intelligence techniques to help iCrossing clients build connected brands.
In his role, Bryan will lead a global team of analytics and strategy experts that use cross-channel attribution analysis and media mix modeling to help clients improve their marketing efforts across bought, earned and owned media. These insights, paired with iCrossing's proprietary Connected Marketing Platform, help marketers make real-time decisions that drive results.
He comes to iCrossing with extensive experience in analytics and product development, having worked with such clients as Wells Fargo, Discover, Motorola and Experian. Prior to joining iCrossing, Bryan cofounded OptiMine Software, an optimization software provider. Earlier in his career, he led the team responsible for product similarity and recommendations data for all of Amazon.com's products and customers. He has published several computer science textbooks and dozens of research papers."
Bryan is also the author of a recent position paper How CMOs Can Measure Return on Ad Spend with Better Modeling and Conversion Attribution. The paper is available at www.icrossing.com/research.
Based out of the agency's Chicago office, he will report to Adam Lavelle, chief strategy officer, iCrossing.
"Analytics rests at the heart of iCrossing's real-time marketing offering. It is part of our DNA," said Lavelle. "Doug's industrial-strength analytics background equips iCrossing and its clients with the needed skills to address the increasingly complex digital marketing landscape. Doug's leadership will help guide our already market-leading analytics team to what's next." |
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