M:Metrics Co-founder Will Hodgman Named Informate CEO

M:Metrics co-founder Will Hodgman has joined Cross-Tab subsidiary Informate Mobile Intelligence as Chief Executive Officer, based in its office in Seattle.

Informate measures consumer behaviour on smartphones, tablets and PCs using passive measurement techniques. Its proprietary metering technology Smart Meter is used to capture real-time and complete data on actual mobile phone usage; while the company's Informate Quest syndicated survey captures attitudinal data such as brand awareness, purchase intent, brand satisfaction and preference.

Hodgman (pictured) most recently served as CEO of analytics platform KISSmetrics, but left in May, to work on a number of new product development projects. Earlier in his career, he co-founded M:Metrics, which was acquired by comScore in 2004 for around $44m, after which, Hodgman worked there as VP International. Before this, he was EVP at Nielsen Online, President - Measurement at Jupiter Media Metrix, and founder of AdRelevance.

Informate founder and President Kedar Sohoni commented: 'Over the past six years we've built a profitable, high-growth business in Asia and are now in a position to aggressively go after the US market and expand globally. Will has the industry experience, leadership and contacts that can help ensure our success.'

The firm, which has offices in India, Singapore and the US, is online at: www.informatemi.com .