Accordant Media Taps Razorfish Exec Craig Schinn as VP, Reporting and Analytics

Leading non-holding company, independent trading desk recruits Razorfish analytics exec Craig Schinn to catalyze client success and accelerate Audience Optics™ data management system

Aug 09, 2011, 20:30 ET from Accordant Media

NEW YORK, Aug. 9, 2011 /PRNewswire/ -- Accordant Media, a New York-based, independent, next-generation media-buying and optimization company, is pleased to announce the appointment of Craig Schinn as the company's head of analytics. In addition to overseeing Accordant's campaign insights and data visualization, Schinn will focus on accelerating the adoption of Accordant's marketing data management platform known as Audience Optics™.

(Logo: )

Mr. Schinn brings more than 11 years of digital marketing and analytics experience to Accordant.  Most recently, he ran analytics for Razorfish, where his experience spanned RTB, search marketing, CRM and Web site optimization.  At Razorfish, Schinn helped pioneer several techniques for measuring the offline impact of online advertising to help advertisers optimize media against real-world interactions.  Schinn worked on major client assignments including Staples, Verizon, Starwood Hotels and Capital One.  Prior to Razorfish, Mr. Schinn was an eCRM consultant at Accenture.    

"I'm excited to join Accordant to help them launch the Audience Optics™ platform," said Mr. Schinn.  "DMPs are no longer luxuries for advertisers. They've quickly become digital marketing imperatives, unlocking data insights and creating value for advertisers by generating more targeted, proprietary and efficient digital campaigns."  Audience Optics™ can integrate a range of first-party data sources including Omniture, Core Metrics, CRM/email, call-center and customer profitability data as well as third-party data from the likes of eXelate, TargusINFO and DataLogix.  

Schinn's remit marks the next evolution of the leading independent media trading desk's mission to make real-time-biddable media (RTB) buying more valuable for advertisers and their agencies, driving revenue and ROI in a more sophisticated and efficient manner across display, video and mobile media. As one of the first DMPs operating within a trading desk, Audience Optics™ cohesively amalgamates disparate sources of audience data, organizing them into targetable customer segments. Over the past six months, Accordant's clients utilizing the Audience Optics™ engine have consistently achieved 35% to nearly 50% better ROAS results, across e-services, travel and financial services categories.

About Accordant Media

Accordant Media is an independent, next-generation media-buying and optimization company that makes audience targeting and biddable display media simpler and more effective for leading agencies and brand marketers.  Accordant's one-stop, turnkey service, delivers advanced technologies integrated with sophisticated campaign data management and cross-channel analytics expertise. It helps marketers achieve targeted, efficient advertising in a repeatable and scalable manner across paid display, video, mobile and search media.  In a new complex era of cross-channel, exchange-traded media, Accordant employs both audience-based targeting as well as contextual targeting.  Accordant exploits micro-segmentation, finely sculpted audience insights and dynamic inventory management to unlock new value by allowing advertisers to cherry pick their audiences.  This is done with any data set, without restrictions, helping clients gain access to dynamic inventory sources and deliver more targeted, relevant messages with 100% transparency. Its proprietary system reduces wasted ad impressions, protects advertiser's data and produces higher engagement and response rates.   Accordant Media is based in New York City.  

SOURCE Accordant Media