Hello. I’m Brad.

I’m an entrepreneurial technology executive with a passion for growing early-stage startups — currently co-founder and CEO of Zensight.

My LinkedIn profile summarizes my professional background, this interview offers a little more color, and my Twitter stream reflects my latest interests.

Speaking

I enjoy speaking about the impact of technology on sales and marketing. When IBM acquired Netezza, my focus changed and I took a break from the speaking circuit, but I’ll be back.

• Ad Trading Summit London 2012 — “How Platforms are Scaling in the Big Data Era“
• DAA Atlanta Symposium 2012 — “Big Data In Digital Marketing“
• NexTargeting Summit 2011 — “Marketing in Real Time: The Technology & Data Imperative“

• Ad Trading Summit London 2011 — “Measurement & Attribution Panel“
• The Data Economy 2011 by ExchangeWire — “Big Data Panel“
• NCDM 2010 — The Conference for Engaging Customers Using Data & Technology — “Target Customers Effectively Through Advanced Analytics“
• DMA 2010 — “Integrating Online and Offline Data for Digital and Direct Marketing“
• Merkle CRM Executive Summit 2010 — “Leveraging Data and Analytics to Optimize Real Time Customer Marketing“

• ad:tech NY 2009 — “AOL Advertising on Price/Volume Analytics for Advanced Bid Optimization and Inventory Management“
• DMA 2009 — “Foxwoods Plays a Strong Hand Developing Profitable Patron Relationship“
• GroupM 24/7 Real Media Digital Summit 2009 — “Harnessing Data to Drive Insight“

Select Interviews, Articles, and Quotes

• A Mantra for Data-Driven Marketers: Time Is Money (ClickZ article on August 7, 2012) — “…marketers who invest in reducing the data latency involved in analyzing the digital behaviors that result from their campaigns make more money for their firms.”
• Aligning Marketing Data Strategy With Talent (ClickZ article on May 15, 2012) — “A single exceptional data scientist can deliver more value than a dozen average performers, and it’s critical to start here because exceptional talent will only work with other exceptionally talented people, so a bad first hire will put your entire big data initiative at risk.”
• Big Data — What Marketers Need to Know (ClickZ article on April 17, 2012) — “Your survival hinges on how quickly you recognize that big data trumps intuition for delivering insight and relevance.”
• The “rocket scientists” of marketing (interview) (Chief Marketing Technologist interview on January 19, 2011) — “Focus all of your efforts on generating revenue for your firm. If you are not able to quantify your contributions in terms of revenue, then you are either in the wrong role or in the wrong firm.”
• Better brand marketing through attribution analytics(iMediaConnection article on June 7, 2010) — “Digital advertising provides advertisers with measurement capabilities that other media do not. These capabilities can be used to enhance brand marketing efforts in much the same way that they have enhanced direct response marketing efforts.”
• European Agencies Must Employ Comprehensive Strategies To Unlock The Value Of Their Data (ExchangeWire.com interview on March 1, 2010) — “The winners in the ad exchange ecosystem will be the players that make the best decisions about how they buy and sell ad inventory — a problem that is particularly challenging since each ad buyer values each ad serving opportunity differently depending on its many characteristics. And the best decisions will be those made the most quickly using deepest analysis of the most data. That’s a very different dynamic than the dominant model of the past, and ad exchanges are catalyzing this transformation.”
• Are Data-Driven Opportunities for Ad Agencies Passing Them By?(AdExchanger.com article on February 3, 2010) — “Valuable data is generated at every stage in the digital campaign execution value chain — from campaign strategy/planning, to audience targeting, optimal creative, ad delivery, website analysis, and attribution analysis. However, this data is typically analyzed in independent silos, and this limits its value significantly.”
• The Impact Of Right Media And The Importance Of Multiple, Large Exchanges (AdExchanger.com interview on November 19, 2009) — “The accelerating pace of innovation in the online advertising industry forces participants to choose among three strategic options: “attack”, “defend”, or “arm the combatants”. The expanding ad exchange ecosystem is attacking — leveraging analytically sophisticated techniques that ultimately increase targeting precision and campaign ROI. Players that don’t plug in to this ecosystem will struggle to defend their positions in a world in which “reach” and “inventory quality” are no longer considered competitive differentiators. It’s a good time to be an arms dealer.”
• Netezza GM Terrell Says Ad Exchange Model Is Transformative Across Entire Industry (AdExchanger.com interview on July 7, 2009) — “RTB is certainly an important development — it is part of an inevitable evolution in an industry that is placing increased emphasis on leveraging technology to exploit market inefficiencies. I’m seeing a steady stream of innovations across the market that create value in no small part by reducing data latency, and RTB is a great example of this.”