Melbourne: Effective Measure, the rapidly expanding leader in digital audience profiling and measurement in emerging markets, has secured seasoned U.S digital measurement executive, John Davis to the position of Global Measurement Scientist.
In this newly created role based at Effective Measure’s Australian office in Melbourne, Davis will report to Group Director – Brand and Data Insights, Tony Eustace.
He will be responsible for the development of Effective Measure’s global measurement and data intelligence strategies, creating opportunities for the industry to apply new ways of thinking and analysis for the measurement of digital content and assets.
“Effective Measure has gained an incredible footprint and uptake of its services around the globe by providing innovative and leading edge solutions. As we look to take the next leap forward in actionable data insights we recognised the need to have our methodological considerations keep pace,” said Eustace.
Davis was most recently the Managing Director of the U.S based Lazarus Group which specialises in the development of operational marketing research capabilities across a range of diversified clients and industries. While at the Lazarus Group, which Davis founded, his clients included Dell Computers, American Express, Royal Canadian Bank, Merrill Lynch, Laredo National Bank, John Hancock Insurance and political candidates.
Previously Davis held senior executive roles with the Laredo National Bank/Homeowners Loan Corporation, the Locus Direct Marketing Group and Nielsen Marketing Research. “In casting the net globally we have been extremely fortunate to secure the services of John Davis, a career consumer researcher and measurement scientist who possesses the rare understanding of how the technical issues relate to the strategic imperatives. I look forward to John’s immediate and significant impact on our business,” Eustace added.
With a strong and comprehensive background in the financial services sector, Davis’s measurement and data analysis skills have emerged from the most competitive edges of the industry.
“The barriers to successful data intelligence initiatives rarely come from the technology side. It is often a block from the business culture side. A measurement scientist role marries the technical knowledge with the human element, aware of the complexities at hand but helping the business extract the most relevant and powerful data to aid the communication, culture, and evolution of the business,” said Davis. Aside from a deep pedigree in measurement Davis also comes armed with a psychology degree to ramp up the psychographic area of analysis.
“The Australian market approach is more about using edgy technology to solve a problem in a pragmatic way that makes sense to all stakeholders. It is a fertile ground for innovative thinking and the application of progressive technology and I am excited to be part of that and assist our clients and partners globally to really understand how their business could profit from data,” Davis commented. The new appointment is effective immediately.
“We have made significant progress with our measurement platform over the past 12 months and John will play a key role in accelerating our growth in that area. We are delighted to welcome an executive of John’s experience and calibre to this pivotal global role,” said Effective Measure CEO Richard Webb.