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.”