RESTON, Va.--(BUSINESS WIRE)--Resonate, the marketing analytics and media company with unique insights on “why” consumers make decisions, has expanded its management team with the appointment of Pat LaPointe as Executive Vice-President, a newly created position.
“Leading companies are getting more sophisticated in their search for higher levels of marketing effectiveness. At Resonate, we’re building the data-driven tools to help them achieve that,” said Bryan Gernert, CEO and Co-Founder of Resonate. “Pat LaPointe has been one of the real leaders in the use of data to improve marketing ROI. He brings a keen understanding of the financial value of building strong brands and great depth of expertise in improving marketing effectiveness, both of which will be invaluable assets to our clients as we help brands better understand, connect with, and engage their customers.”
“Resonate has an impressive platform that brings together a unique combination of online behavior, marketers’ first-party data, dozens of leading third-party sources, and an innovative approach to quantitative research. We align all this data and extract the insights to make it easy for marketers to execute dynamic segmentation and message targeting much faster and less expensively than traditional research, and achieve much better results in programmatic advertising than popular demo- or behavioral-based methods alone,” said LaPointe. “For the first time, marketers can align very targeted brand messages to true individual motivations and behaviors to optimize the brand fit with the customer and update that fit every day if necessary.”
Prior to Resonate, LaPointe was EVP for MarketShare, a leader in cross channel measurement and optimization. There he led implementation of sophisticated analytical solutions for CMOs in Fortune 500 companies across all sectors, and helped lead the company through several years of rapid growth, and continues to Chair the company’s Advisory Board. MarketShare had acquired MarketingNPV, an advisory firm that helped CMOs and CFOs measure and improve the payback on marketing investments, where Pat was founder and Managing Partner.
LaPointe is a frequent keynote speaker for the Association of National Advertisers (ANA) and is actively involved with the American Marketing Association (AMA), the Marketing Leadership Council, and also guest lecturer at Wharton, MIT, Dartmouth, and Columbia University. He is also a member of the Board of Directors of the Advertising Research Foundation (ARF) and an advisor to several other leading marketing solutions companies.
This appointment comes during a banner year for Resonate – the company released its new SaaS-based analytics platform, attracted dozens of new clients amongst leading brand marketers, drove successful election outcomes for hundreds of federal and state candidates, and has received multiple industry accolades including: Gartner Cool Vendor in Data Driven Marketing, Inc. 5000 (for the 3rd consecutive year), AlwaysOn OnMedia Top Private companies, and Washington Post Best Places to Work.
Resonate is the only company to empower brand, political and cause marketers to identify and engage with audiences based on the reasons behind people’s actions. By combining the latest big data technologies with proven research and analytic techniques, Resonate powers motivations-based analytics and targeting across all digital media channels. The ability to deliver advertising based on an individual’s social and personal values and product purchase preferences goes beyond simple demographics to achieve greater engagement, campaign results and customer insight. For more information visit http://www.resonateinsights.com.