Advanced Analytics Hire for Marketing Firm New Engen

In the US, digital marketing agency New Engen has appointed Nik Hengel to lead its Advanced Analytics & Measurement Strategy function.

The company is based in Seattle, and aims to help clients bring audience understanding, creative, media, experimentation and measurement together in an integrated operating model which learns and improves as it goes.

Hengel (pictured) joins from StackAdapt, where he was Director, Client Analytics Partnership, and earlier worked at Marketing Architect, Digitas, Target and for around nine years in two spells at ad services company Novus Media. His experience includes helping firms build advanced marketing analytics capabilities, and leading strategic initiatives spanning experimentation, incrementality, marketing mix modelling and measurement strategy. In his new role he will lead a function helping clients to understand marketing effectiveness, identify incremental impact, and translate performance insights into smarter business decisions.

'Creative has become the primary growth lever, but creative alone isn't enough,', says CEO Justin Hayashi. 'The brands creating lasting advantage are the ones connecting creative, media, and measurement into one system that continuously learns and improves. That connected approach has long been central to how New Engen helps clients grow, and I'm excited to have Nik lead the advanced analytics and measurement strategy work at the heart of it.'

With offices also in New York and Manhattan Beach, California, the firm is online at www.newengen.com .