FutureSight Taps Chasin to Guide Midmarket Launch

Audience engagement veteran Josh Chasin is to advise digital marketing analytics platform FutureSight as it widens its focus to serve 'midmarket' customers. Chasin previously held senior roles at VideoAmp, Comscore, Arbitron and SMRB.

FutureSight has been providing enterprise and 'larger midmarket' brands with tools and data to execute and measure omnichannel campaigns for five years, using machine learning and a multitouch attribution model to give users a holistic view of the impact their digital marketing investments have on sales. Now founders Marilois Snowman and Jenna Umbrianna intend to broaden out the focus to include brands that typically spend between $1m and $50m per annum across digital advertising channels.

Recognising a challenge in the 'size and breadth' of this market, the company has appointed an advisory board which also includes Joy Baer, founder of Strata, Doug Knopper, founder of FreeWheel and Manu Mathew, founder of VisualIQ. Chasin (pictured) served most recently as the Chief Measurability Officer of VideoAmp, and earlier as Chief Research Officer at Comscore from 2007 he was involved in pioneering work on standards with the ARF and driving the measurement firm's accreditation with the MRC. Before this he founded Manhattan-based media research firm Warp Speed Marketing, worked for Arbitron as VP Marketing and was President and CEO of Simmons Market Research Bureau and Northstar Interactive.

Snowman says of the advisory board members: 'Their wealth of experience and proven ability to achieve results is unmatched, and the primary objective of our board is to strategically pinpoint our market, empowering midmarket brands that have historically been overlooked. Our collective aim is to equip these brands with the tools they need to surpass expectations, enabling them to drive the growth they rightfully deserve'. Umbrianna adds: 'Many of the cutting-edge tools that modern companies are now routinely using to help them predictably succeed, have not been readily available to these marketers. So, in an increasingly regulated and cookie-free world, they have been navigating challenges with limited visibility'.

FutureSight has recently been approved for inclusion in the Snowflake Marketplace, and its formal launch for the new tranche of customers is planned for 'later this quarter': the company says it has been discussing the platform with twenty brands it deems 'ideal' based on their 'size, modernity, and future growth potential'. According to Chasin: 'By the end of this quarter, midmarket banks, auto retailers, furniture retailers, franchisees, and law practices will have access to the same level of sophisticated marketing analytics currently available to the largest national brands. FutureSight is democratizing MarSci for a whole new class of advertisers'.

Web site: www.futuresight.online .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.