As the Head of Merkury Advanced TV, Andy's primary responsibility is driving person based marketing and big data adoption in all areas of Television including Linear, Addressable, Connected, Programmatic and X-channel planning and Measurement. Andy has held several positions at Merkle including Chief Analytics Officer and he ran the Merkle data business.
Prior to joining Merkle, Andy was the EVP, Global Data & Analytics Director at Starcom MediaVest Group where he led the SMG global analytics practice. Andy has also held leadership positions at Razorfish, Personify and IRI. Andy holds a BA in mathematics from UC Berkeley and an MA in statistics from Stanford.
Andy's Articles, Blog Posts, Webinars and More
How Addressable Video Content Delivery Will Change the Game for M&E Advertisers
As consumer’s choice in how they engage with entertainment content rapidly changes over the next five years, people based commercial video delivery will be the next frontier for more traditional advertisers. Will they be ready to cross the line into one to one addressable commercial delivery?
Topics:
Media & Entertainment
7 Strategies For Driving TV Tune-in
Learn the keys to a successful direct-response campaign across devices including how individual-level measurement, analysis, optimization and scale is achieved in the world of TV marketing.
Topics:
Media & Entertainment
Unlocking Customer Experience Through Analytics
Learn about the importance of Analytics from a BI perspective across all channels to deliver business metrics that surpass goals for acquisition, retention and engagement.
Big Bold Predictions for the Television Industry
This is part three of a three-part video series where I sit down with Bill Harvey, cofounder of TRA (TiVo Research) to discuss big, bold predictions for the television industry.
Topics:
Media
Targeting and ROI
This is part two of a three-part series where I sit down with Bill Harvey, cofounder of TiVo Research (formerly TRA), to discuss the state of the evolving television industry. In this video, we discuss targeting and ROI.
Topics:
Media
The Genesis of TiVo Research and The State of the Industry
This is part one of a three-part video series where I sit down with Bill Harvey, cofounder of TRA (TiVo Research) to discuss the state of the evolving television industry.
Industry Distribution and Challenges of Addressable TV
The five challenges of Addressable TV:
Addressable TV Today and Tomorrow
Networks like NBC, CBS, or ABC sell their content to cable companies. Those cable companies then deliver that content to households via cable subscription fees. When networks sell their content, they typically include two minutes per hour of blank space within the content, or four 30-second ad spots.
Bold Predictions for the Future of Television
We’re going to make three bold predictions about the future of television. These aren’t going to be obvious — we’re going big. I interviewed Chris Wilson, President of National Television at Rentrak, to get his prognostications. Here's what Chris had to say.
Addressable TV
As video on demand continues to grow, addressable TV and dynamic ad insertion is where we will see the two biggest growth areas in television. Learn more in the second part of our video interview series with Chris Wilson, President of National Television at Rentrak.
How Data Trends are Impacting the Future of TV
This is the first part of a three-part video interview series. View the second part, Addressable TV, and the third part, Bold Predictions for the Future of Television, in our more recent posts.
Big Data: A New Journey for TV Networks
One thing is for sure: the TV network industry has seen drastic changes over the past several years. Viewers now watch content on multiple devices and platforms, ranging from network programming on cable TV to on-demand streaming on a tablet.
Topics:
Media
