In the US, digital marketing agency and online buzz measurement specialist iCrossing has appointed former Amazon.com exec Doug Bryan as Vice President leading its Analytics team.

Headquartered in Scottsdale, Arizona, iCrossing offers a range of marketing services including SEO and web development as well as research and analytics. Last year, the firm was acquired by media and marketing giant Hearst Corporation in a deal valued at $325m.

Bryan joins with an extensive background in analytics and product development. Most recently, he co-founded paid search performance firm OptiMine Software, prior to which he was Technical Director of predictive analytics specialist KXEN. Before this he was Data Mining and Personalization Product Manager at Amazon.com, where he managed a team working on product similarity data and personalization recommendations.

Earlier in his career, Bryan was a Senior Sales Engineer at SPSS, where he focused on text mining and developed a methodology for linguistic analysis involving statistics and custom dictionaries.

The analytics team Bryan will now head up uses cross-channel attribution analysis and media mix modeling to help clients improve their marketing efforts.

Based in the agency's Chicago office, he will report to Chief Strategy Officer Adam Lavelle, who comments: ‘Analytics rests at the heart of iCrossing's real-time marketing offering. Doug's industrial-strength analytics background equips us with the skills to address the increasingly complex digital marketing landscape.’

Web site: www.icrossing.com .

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