Lotame

Digital Marketing Veteran to Educate Market on Value of Social Data

New York (December 14, 2009) Lotame, the data-driven audience marketing platform that combines social data with audience insights to deliver greater marketing accuracy and audience engagement for brand marketers, today announced that Eric Porres has joined the fast growing company as Chief Marketing Officer.

“Eric will use his respected experience to explain, position, and demonstrate to brand marketers why social data revolutionizes their approach to online marketing,” says Andy Monfried, Lotame’s CEO to whom Mr. Porres will report.  “He will be our leading voice to pioneer an evolutionary change in understanding the value of social data and its resulting return on marketing investment for brand marketers.”

One of those value initiatives is having Lotame included in the comScore Media Metrix advertising networks report, which will provide greater visibility into its social audience segments. “We are looking forward to including Lotame as part of our ad networks report,” says Lynn Bolger, EVP of Advertising Solutions for comScore.  “As social media becomes a more integral component of digital initiatives, comScore is committed to providing the requisite digital market intelligence required to understand the reach and behavioral profile of important audience segments.”

Mr. Porres was a founding partner of Underscore Marketing, a fully independent, full-service digital media agency launched in 2002.  He helped build the team into a recognized Inc 5000 company and expand its presence internationally.  Mr. Porres is also one of the founders of Pericles Consulting, an online political marketing firm that developed and executed online marketing programs for Presidential and Senatorial campaigns across the country.  Earlier in his career, Mr. Porres held management positions at AOL Time Warner, Agency.com, and LiveTechnology, and as a partner with Outrageous Media produced two of the largest Internet webcasts in history, Michael Jackson´s “What More Can I Give” concert in Munich, Germany in 1999 and Paul McCartney´s “Run Devil Run” concert in Liverpool, England in 2000.

For two years Mr. Porres served on the board of 212, New York’s Interactive Advertising Club, most recently as its Vice-President.  He is an active investor and advisor to several start-up companies and a frequent panelist and moderator at leading industry events. Mr. Porres graduated from Duke University.

“Lotame built an excellent reputation in social media, and with almost two billion daily points of social data rendered in our taxonomy of human behavior, it’s a great foundation for our path forward,” says Mr. Porres.  “For marketers, we are able to answer fundamental questions like: “Did I reach my intended audience?; Did that audience engage?; Did I have brand impact?; Do I have a model of engagement that makes sense?; and Do I have insights into what my audience does online beyond content consumption?’ Aided by our technology and publisher partnerships, we will deliver against these objectives.”

In addition to his responsibilities as Chief Marketing Officer, Mr. Porres will lead Lotame’s brand research and insights initiatives.

Lotame integrates anonymous social media activity data (such as blogging, uploading, posting and sharing) with intent, interest and demographic data in order to generate actionable marketing insights and waste-free audience delivery.  This cumulative effect results in stronger consumer engagement and better campaign results for its brand, agency and publishing partners.  The privately-held Maryland and New York-based company is backed by funding from Battery Ventures, Emergence Capital Partners, Betaworks and Hillcrest Management.

On Monday June 1st 2009, Lotame’s very own Scott Hoffman (Me) will speaking on a panel at the EconAffinity Conference in New York City. The event kicks off internet week, and is produced by ContentNext. For a 25% discount of the price of tickets use the code AFFINITY09 in the checkout process.

Last years conference was great, and we expect this year to be even better. I personally will be participating in a panel moderated by industry legend Wenda Harris Millard entitled “Online Advertising: Is Turning to Behavioral Targeting and Bigger Ads the Answer?”

Here is a description of the panel topic:
In the last few months, Google announced it would test behavioral targeting and the Online Publishers Association unveiled new ad formats that include larger sizes. Are publishers recovering much-needed revenue by incorporating interest-based advertising and super-sized ads into their online strategy? How are they working to retain users who find larger ads obtrusive and behavioral targeting invasive?

Confirmed panelists:
Scott Hoffman, CMO, Lotame
Pam Horan, President, Online Publishers Association
Michael Keriakos, Co-Founder and President, Waterfront Media
Dave Morgan, CEO and Director, Simulmedia

Related articles by Zemanta

• Google to Start Behavioral Ad Targeting (businessweek.com)

A recent study on users with Travel interests within our publisher partners showed that 61% of travel-interested users were female, and over one third (37.3%) were between the ages of 25 and 35. Additionally, 3 out of 4 travel users have interests in arts & culture-related content, such as art, crafts, dance, literature, and theater.

Additional Findings can be found by viewing the full report on Frequent Travelers. (Download the PDF here for free) We sampled approximately 67,000 individuals in our Co-Op who fit the description “Travel Enthusiasts,” users who reported interests in travel or demonstrated interests by sharing, posting or discussing travel related content.

An archive of additional reports can be found here.

Part 6 of our continuing series, Lotame ID Reports - How do Frequent Travelers use Social Media, is now available. The reports examines the in depth Social Media Behaviors of specific types of people, and in the past we had profiled Moms, Teens, Video Gamers, and Sports Enthusiasts. This report is the first in our redesigned new lay out. The report was reformatted to present the information in a more graphical and easier to digest way. For a complete listing of all our ID Reports visit the archive.

We have also started using Scribd (a very cool service) which will allow you to view the report below with out the download or you can save as a PDF by clicking here:

Frequent Travelers in Social Meida

Are you marketing a product or service to Sports fans? We have compiled the definitive report on how Sports Enthusiast behave in Social Media. This free report outline the aggregated behaviors of over 22,000 users who have been identified as Sports Fanatics.

Check out our other reports on our ID (Intelligent Data) Report archive. Download the Sports ID report in PDF format here or view it below.

Sports Enthusiasts in Social Media