Audience Group appoints Sean Cooper as Chief Analytics Officer

Audience Group named Virgin Velocity Sean Cooper as Chief Analytics Officer, as part of the independent, full-service media agency’s work to grow its overall headcount by 33% by mid-2022.

Cooper is an established direct marketer who dabbled in data analytics and has successfully delivered over 100 data analytics and customer management engagements over the past 15 years. He said, “We have seen an explosion in the volume of customer data available to organizations over the past five years.”

“At Audience Group, we help our clients get the most out of their marketing and advertising investments through the intelligent use of this data. Media mix modeling is a very exciting area right now and experiencing a renaissance, especially with the shift to cookieless advertising,” Cooper said.

“With it, we can attribute the effect of each media channel in terms of campaign results, and then optimize media investments using the models we generated. Combining this with inputs from customer segmentation and retail optimization models is very powerful, allowing us to create a sustainable competitive advantage for our customers,” Cooper added.

Audience Group is growing and was recently ranked number 180 in the Financial Times 2022 list of fastest growing companies in APAC and number 48 in AFR’s Fast 100 last year.

Cooper continued, “As a business builder myself, I want to accelerate growth here and for our customers. I recently hired four talented people to build my team of data storytellers and those looking to develop their analytics skills in an innovative advertising environment. »

James McDonald, Director, Audience Group, said, “Sean shares the frustration we have felt over the years, watching organizations leave digital transformation ROI on the table by not using their data for marketing and advertising as effectively as they could. He has a demonstrated passion for changing that and will lead the analytics side of our business with that mindset. »

Cooper started as a Data Planner at EHS Brann (now Havas) in the early 1990s. Over the next thirty odd years Cooper held Account Manager and Group Account Director roles in agencies across the UK UK before moving into commercial and general manager positions in Hong Kong at OgilvyOne and Rapp Collins Worldwide, respectively. In 2003, he began a 12-year tenure as Chief Commercial Officer at Torque Data, helping companies optimize business results through the intelligent use of data.

Cooper was a funding partner when Torque Data was acquired by Virgin Australia’s Velocity Frequent Flyer in 2015, and has spent the past seven years in senior data analytics roles at Velocity, most recently as Head of Data Analytics. acquisition and integration of new partners.

Top photo: Sean Cooper

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