What initially drew you to [x+1]?

Prior to [x+1], I worked at IAC, the parent company of Expedia, Ticketmaster, Evite and Citysearch. Being a part of such a large company, you sometime lose autonomy and a lot of politics come into play. When I first arrived at [x+1], I saw how it fostered the ability to grow and build direct relationships with agencies, and how an entrepreneurial mindset was encouraged.

How do you see your role as Director of Strategic Agency Partnerships?

In my three-plus years at [x+1] I have worked with countless agencies and seen firsthand how our technology can complement an agency’s offering, ultimately maximizing campaign ROI and optimizing overall performance. My hope is to replicate those benefits for agencies on a national scale. Because many agencies are siloed from department to department, part of my new role will be to act as a liaison between an agency’s departments to help bring into focus the bigger picture of the client’s goals.

Currently what are some of the biggest needs for agencies?

KPIs, KPIs and KPIs! The metrics for digital are changing, with more agencies focusing on analytics and attribution. It is no longer just a matter of executing a campaign online and making sure to stay on budget and having a low CPM or CPA; you now need to understand a consumer’s behavior. The technology is out there and companies want to examine a consumer’s entire journey to purchase. What sets us apart at [x+1] is the fact that we were built from the ground up to synchronize inbound and outbound channels, making us better equipped to help agencies see how these types of deep consumer insights can benefit them and their customers.

What’s the biggest win you look for in working with agency partners?

I get the biggest satisfaction when an agency can help their client use data in a new way to help them grow their business. When an agency starts to use analytics to help drive new messaging, for example, it goes beyond media and makes an impact on the client’s overall marketing.

What’s your view on the marketing technology ecosystem at large?

It is staggering how complex it is! So a key part of my role is to help our agency clients understand both the ecosystem and our place in it. I think that agencies are fortunate in that the ad technology space has so many quality companies and choices, they can test and work with the partner that is best suited to help them meet and exceed their goals.