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Author: Eugene Becker
Eugene Becker is Vice President, Analytics for Xaxis. Eugene leads the development and deployment of the data management platform and analytics suite on a global basis. Leading a team of quantitative experts, he is responsible for creating insight applications that link disparate data and empower Xaxis clients to realize break-through efficiencies.
Immediately prior to joining Xaxis, Eugene held a similar role as the Director of Analytics for the Media Innovation Group (MIG), a WPP company. He was responsible for creating new applications based on user-level data and managing day-to-day analytics operations and strategy for the MIG
Before joining the MIG, Eugene was Senior Vice President of Analytics at McCann Worldgroup where he drove innovation in digital analytics and built scalable platforms for data visualization and cross-channel optimization. His experience spans strategy consulting, database marketing, market research and advanced analytics, serving a roster of blue chip clients including Pfizer, Intel, Exxon, Sprint and Diageo.
The accelerating media transformation is rapidly redefining the relationship between brands and consumers. As new vehicles proliferate, marketers face an urgent question: where do I invest. Neither planning nor analytics tools have kept up. And while statisticians work to sort through the jumble of data, marketers need to make tough innovation decisions…yesterday.
Life offers few shortcuts, but it is wise to take them when they materialize. Some marketing decisions may contain a shortcut around the “What kind of an ROI will I get?” interrogation. In some cases, it can be simpler to ask “Can I afford not to invest in a new tactic?”