Lynda Clarizio and Rick Erwin join LoopMe’s Data Advisory Board to explore how data-trained AI systems can deliver real-time optimization and true campaign attribution.
New York: LoopMe has taken another step towards its mission of closing the loop on brand advertising by establishing the industry’s first Data Advisory Board.
The appointed board members are at the forefront of data driven advertising and have transformed how brands use data to deliver their marketing campaigns. The first industry names to join the board are:
· Lynda Clarizio: former President Nielsen US Media, EVP AppNexus, EVP AOL
· Rick Erwin: CEO at ALC, former President Audience Solutions at Acxiom, former President, Consumer Insight and Targeting at Experian
The Data Advisory Board will explore the potential of data to transform the way brands deliver and measure the success of their media activity. Their overarching goal is an industry where brand advertising can be measured and optimized against brand objectives as definitively as performance advertising. By measuring changes in awareness or purchase intent, visits to a store location or increases in purchases, and using AI to apply these learnings in real-time, it will be possible to fully understand brand campaign attribution and deliver improved results against business goals.
“Companies which use data intelligently are the future of the industry” said Clarizio. “LoopMe is leading the way using data to prove campaign attribution. I’m pleased to be working with them and the other members of the Data Advisory Board to explore how data can be used to drive efficiencies and effectiveness for brands, as well as delivering true attribution to campaign spend”.
As a data-driven business, LoopMe’s success is due to its ability to train AI models on a spectrum of quality 1st and 3rd party data. This includes proprietary brand surveys and mobile data as well as credit card purchases, car registrations, loyalty card and TV viewership sourced through partnerships with the likes of IRI, Commerce Signals, IHS Markit Polk and Nielsen. Real-time AI optimization uses this data to optimize media performance to users likely to deliver on brand outcomes – purchases, store visits, TV viewership or brand metrics.
“Despite the widespread availability of marketing data, it is still not easy and cost effective enough to be useful in every marketing campaign and decision, as it should be. Part of the solution will be technology that automates the use of all forms of consumer data by self-learning and self-optimizing. Certainly, the future of data-driven marketing will depend on such platforms, and my intent is for this board to help shape that future,” commented Erwin.
CEO Stephen Upstone commented “We are just starting to understand how data, combined with real-time artificial intelligence systems, could completely transform the billion-dollar brand advertising market. Our goal was to bring together the leaders of data driven advertising, and I am delighted to announce the first members of our Data Advisory Board. With their expertise, as well as our incredible team, LoopMe will continue to be at the forefront of the AI revolution”.