In the US, Evanston, Illinois-based marketing intelligence and omni-channel media buying specialist Leapfrog has hired Laurel McDowall as VP of Marketing Insights, overseeing teams for Strategy and Insights, Performance Analytics, and Decision Science.
Acquired by Dentsu Aegis earlier this year, and now part of the group's iProspect digital division, Leapfrog provides real-time marketing intelligence based on the analysis of performance and consumer behavior. Its LFX Conversion Platform connects the consumer journey to uncover insight for media buying strategy and targeting.
McDowall (pictured) joins from Cars.com, where she served as Senior Director of Insights, managing a team responsible for mapping cross-channel consumer behavior; identifying attribution opportunities and deploying consumer personas for marketing and business purposes. Prior to this, she held digital strategy, user experience, analytics and research leadership positions at Epsilon, OgilvyOne and Capgemini.
In her new role, McDowall's primary responsibilities will be to focus on understanding and predicting consumer behavior, maximizing online conversions, and driving media mix optimization, as well as forecasting business outcomes for clients. She is also tasked with building Leapfrog's qualitative research capabilities. CEO and co-founder Dave Husain comments: 'Leapfrog is committed to analytics as the activator of marketing insights and predictive intelligence. Laurel's leadership will expand our strategic consumer journey and conversion optimization solutions, and her expertise will allow our clients to advance their digital and optimization strategies faster, further and more efficiently'.
Web site: www.leapfrogonline.com .