He will be tasked with supporting regional and local clients in
selecting, establishing and optimising Website-Analytics solutions
and will oversee their integration into holistic reports.
Max, who will support Oliver Gertz, Managing Director EMEA of
MediaCom Interaction, will work with the central EMEA team and
local MediaCom teams to grow the company's digital analytics
competences. Max will also work as a project consultant for
MediaCom's local teams, delivering website analytics projects,
selecting and setting up the right tools, and running analytics
reports. In addition, he will work with David Kyffin, Global Chief
ROI and Direct Marketing Officer, to strategise ways of
incorporating data-integration into MediaCom's bespoke
Response-Analytics tool, VISON.
Max joins MediaCom with extensive experience in the digital
analytics sector, having spent two years as Head of Site Analytics
Europe at Expedia, one of the leading global eCommerce platforms.
More recently, he spent over a year at technology consultancy,
SapientNitro. On his appointment, he said: "In the digital
environment nowadays, analytics is becoming more and more important
in the understanding of successful online businesses. I am excited
about joining MediaCom and aim to integrate marketing and website
analytics in order to create more actionable insights for our
clients."
Oliver Gertz said: "Integrated Analytics and Reportings are at
the core of effective online marketing. Right now, too many siloed
systems collect data that often does not give marketers the full
picture. We are very happy that Max has joined us and feel that his
experience at a leading global eCommerce company can help our
clients in EMEA establish and grow best-in-class analytics."
Website Analytics tracks the behaviour of visitors to a website,
allowing marketers to optimise the user-experience and improve
marketing effectiveness. Historically, Website Analytics was
separated from Campaign-Tracking and Optimisation through
Ad-Servers. MediaCom aims to connect both of these solutions to
give advertisers full visibility of the digital touchpoints with a
user and optimise the whole user-journey, driving significant
efficiency gains in the process. Landing page optimisation and
AB-testing or multivariate testing can improve ROI on digital
campaigns considerably.
MediaCom Interaction is currently working on a centralised
approach to help local and global clients define a Web analytics
strategy and select and set up the right technology for data
collection and integration. The goal is to establish digital
analytics across multiple data sources in order to gather
actionable insights for website and marketing optimisation.