Mars Agency Ramps Up Targeting and Analytics Team

Michigan-based shopper and consumer marketing specialist The Mars Agency has hired Janice Easton as VP in charge of its Performance Targeting & Analytics team; and Amy Cronin as Director, Performance Targeting & Analytics, reporting to Easton.

The group operates in eleven offices in North America and Europe. Easton (pictured) joins with more than 30 years' data experience. For the past fifteen, she worked at marcoms agency Campbell Ewald, most recently as Director Strategic Analytics. Before this she was VP, Research at the Phoenix Group, managing the team responsible for quant and qual research including database mining, predictive modelling and segmentation, and surveys. Earlier, she spent nine years at The Polk Company, latterly as General Manager of Research, developing predictive models using advanced statistical techniques.

North America CEO Rob Rivenburgh comments: 'Janice is not just a researcher or an experienced data analyst, she is a strong business person and marketer. She understands real client problems and where their financial business opportunity exists and that's why our clients listen to her recommendations'.

Cronin also joins from Campbell Ewald, where she served as VP, Associate Director, Analytics - prior to which, she was Senior Data Analyst during her ten years at the Phoenix Group. In her new role, Cronin will focus on integrating proprietary and syndicated sales and shopper data to help in the measurement of client programs.

Web site: www.themarsagency.com .

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