Rubinson and Phillips Launch ARO Trade Association

In the US, former ARF CRO Joel Rubinson and analytics specialist Judah Phillips have co-founded a new trade association called ARO, to enable conversations about how data, analytics and research can be used across the insights and analytics community.

ARO (short for the Analytics Research Organization) was launched yesterday, to provide a platform through which members can 'shape' the analytics sector. Phillips said ARO's mission is to develop 'real business metrics' and applications around data analytics, to ultimately demonstrate whether companies are reducing costs or increasing revenues.

Rubinson, who is President and founder of marketing and research consultancy Rubinson Partners, previously served as CRO at The ARF, prior to which, he was SVP, Head of Advanced Solutions at Synovate North America, and spent a number of years at the NPD Group. He began his research career at Unilever.

As well as creating the industry event DAT (Digital Analytics Thursdays), Phillips is an advisor to several early-stage Internet firms, and sits on the advisory boards of Webtrends and Observepoint. He has managed business and digital analytics teams since the 90s.

Web site: www.thearo.org .