Verve Continues Hiring Spree With Focus On Data, Analytics

November 16, 2015 — GeoMarketing Barely a month after Verve Mobile CEO Nada Stirratt hired her former Viacom colleague Keven Arrix as CRO, the mobile ad platform is turning its attention to rounding out its analytics team with the addition of Bryan Throckmorton as the company’s new VP of Enterprise Data and Tim Gough as VP of Insights and Analytics.

Gough reports to Verve CMO Julie Bernard, who was named to her role in June.

He joins Verve after a decade at shopper tracking provider dunnhumby. Gough most recently served as VP of media solutions. In this role, he led an insights team responsible for the delivery of all “non-retail” media targeting and effectiveness with dunnhumby media partners, including Facebook and Twitter.

In this new post, Gough is charged with expanding Verve’s campaign analytics capabilities and providing performance insights designed to show whether an ad led to a real-world sale.

“Having worked with Tim in the past, I am thrilled to be reunited with this creative insights master,” said Bernard, who before coming to Verve, was SVP for customer strategy, data science, and loyalty at Macy’s. “Tim shares my passion for a fierce focus on delivering magical consumer experiences and elevates analytic outputs by producing them through a robust consumer lens. His command of the complex media landscape coupled with his unique ability to extract substantive meaning and insights from intricate data assets makes Tim the perfect leader to build upon Verve’s strengths.”

Throckmorton will report to Verve’s chief product officer, Brian Crook, and will manage the company’s enterprise data strategy. In order to instill a “holistic” approach to managing and implementing the data Verve ingests, Throckmorton will partner with Gough to implement process, data, and technology solutions to power advanced insight generation.

“Bryan’s experience scaling high-performance, customer-centric strategy organizations gives Verve the edge as we take our enterprise data strategy to the next level, augmenting data intelligence efforts in real-time,” said Crook. “Bryan’s track record helping large firms integrate their business and marketing strategies using data and technology will advance Verve’s existing data and analytics capabilities by delivering solutions that put brands, and their consumers, at the center of every decision, ensuring long-term customer loyalty in the process.”

The hiring of Throckmorton and Gough are meant to “create a trifecta of analytics excellence for Verve,” Bernard said. When she first joined the company, one of the first people Bernard met with was Gary Eng, who was recently promoted to VP, head of data science at Verve. Essentially, Eng is responsible for connecting and capturing mobile device IDs and the lat/long, along with the behaviors, the interests that people are demonstrating on their smartphones with the goal of inferring their intent and “need state” so that brands can reach them more effectively.

“Gary’s job is intended to extract the meaning out of very large Big Data environment we find ourselves in,” Bernard said. “It allows us to match people, places and purpose in order to inform the entire platform execution that Verve offers. That includes everything from audience selection from a targeting and a campaign strategy perspective, as well as the ultimate campaign effectiveness and performance. But we recognized that Verve had an opportunity to augment Gary’s team with a VP of Enterprise Data Strategy.”

That’s where the conversations with Throckmorton started opening up. He had worked directly with Stirratt during her previous role as CRO of Big Data provider Acxiom. Bernard had also gotten to know Throckmorton well in her last post at Macy’s.

“We were were very comfortable with Bryan’s ability to understand the data strategy,” Bernard said. “The data infrastructure team that existed at Verve already had been doing an excellent job of mapping and organizing data. Yet, we saw a chance to further enhance that capability with new ways of doing data matching with someone who had this strategic ability to help us build out our enterprise data offerings.”

Gough had always led insights teams at dunnhumby that were delivering against data driven marketing, but always with a consumer behavior lens, something that also appealed to Stirratt and Bernard.

“Tim has a fierce focus starts with the consumer experience — and it’s of paramount importance that we never lose sight of that,” Bernard said. “We want to constantly learn from that effectiveness: are we true to delivering content that matters within the context? That’s what we always have to be aware of.”

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IdeaMensch Interview: Tom Kenney – President and CIO of Verve Mobile

A version of this article was published on the IdeaMensch website on November 16, 2015. 

“Run often. Literally — go running. Entrepreneurs absolutely need to work out and reduce stress. Plus, you get a lot of great ideas once the endorphins kick in.

As president and chief innovation officer of Verve Mobile, Tom Kenney is responsible for identifying new growth opportunities for the mobile marketing platform.

A pioneer in the mobile location space, Tom was an early employee of startup wireless carrier GO Communications, a spinoff of MCI, as well as a venture capitalist with BlueRun Ventures (formerly known as Nokia Venture Partners). During his time at BRV, Tom was a contributing principal on many investments such as PayPal, eVoice, Lightningcast, and MongoMusic. The businesses were sold to eBay, j2 Global, AOL, and Microsoft, respectively. He also served as director of corporate development at Nokia, where he was responsible for mergers and acquisitions at the height of the company’s growth.

Tom is a graduate of The University of Texas at Austin’s McCombs School of Business and holds an MBA from George Mason University’s School of Management.

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Verve Hires Two Industry Experts on Advanced Analytics and Enterprise Data to Amplify Location Intelligence Offering

Appointments provide Verve’s clients with best-in-class insights on in-market consumers and mobile location campaign performance

NEW YORK, NY – November 16, 2015 – Verve, the leader in location-based mobile advertising, today announced the appointment of Tim Gough to the position of vice president of insights and analytics, and Bryan Throckmorton to the role of vice president of enterprise data, effective immediately. Building upon Verve’s decade-long position as the preeminent authority on mobile location advertising, these appointments demonstrate the mobile marketing pioneer’s ongoing commitment to employ modern data-mining and analytic techniques and deliver sophisticated insights and consumer intelligence.

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The Industry Starts To Rally Around Location Data Accuracy, But It’s A Long Road Ahead

November 13, 2015 — AdExchanger Accuracy is a spectrum when it comes to location data. And because there’s no systematic way to discern between different types of location data, including how granular it is or when it was derived, the buy side is confused and reluctant to spend.

“When we ask clients what the stumbling block is for location, they say, ‘It sounds great in theory – but we don’t know what we’re getting,’” said Michael Lieberman, COO North America at WPP agency tenthavenue. He’s also co-chair of the Mobile Marketing Association’s location data accuracy working group, which released a white paper in mid-October delving into the various factors impacting location data accuracy – or the lack thereof – and what can be done about it.

The MMA’s No. 1 takeaway: “Transparency is becoming the biggest driver of revenue,” Lieberman said, speaking at an MMA event on location data accuracy Wednesday night.

Seems simple enough. More transparency equals better quality data equals more dollars. But it’s actually a little more complex than that.

“The first step for us was to figure out why location is not actually driving the quality we all expected it to,” Lieberman said. “That sent us down a bit of a rabbit hole.”

All Over The Place [Read more…]

IdeaMensch Interview: Nada Stirratt – CEO of Verve Mobile

A version of this article was published on the IdeaMensch website on November 11, 2015. 

Nada Stirratt is chief executive officer of Verve Mobile. A veteran of the advertising technology industry, Nada joins Verve Mobile from Acxiom where she served as the company’s first chief revenue officer. In this role, she led a global team of more than 3,500 associates responsible for the company’s sales, operations, consulting, and analytics practice and delivery.

Prior to Acxiom, Nada served as chief revenue officer of Myspace where she played an integral role in the social network’s sale to Specific Media in 2011. And before Myspace, Nada was executive vice president of digital advertising at Viacom where she oversaw advertising sales, strategy, and operations for MTV Networks.

Nada joined MTV Networks from, where she spent three years as senior vice president. Upon the successful sale to AOL in 2004, Nada began leading publisher services and network sales. Prior to joining, Nada was senior vice president of advertising for Moviefone. Once the company was sold to AOL in 1999, she became vice president of business development at AOL.

Nada holds a Bachelor of Science in advertising from the University of Illinois and lives in New Canaan, Connecticut, with her husband Avery. She works in New York City.

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