EVANSTON, Ill., Aug. 17, 2015 /PRNewswire/ -- Digital marketing agency Leapfrog announces the appointment of Scot Wheeler as VP, Consumer Intelligence & Business Analytics, a new position within the agency's Consumer Journey practice. Wheeler comes to Leapfrog from Critical Mass where he served as Group Director of Marketing Science.
Wheeler will lead a team of data analysts who'll play an essential role in Leapfrog's efforts to optimize consumer targeting on behalf of their clients. Practice area capabilities include: collecting consumer insights, conducting environmental trend analysis, conversion testing and optimization, predictive modeling, prospect propensity identification, dynamic targeting, and cross-channel performance visualization.
"Scot has spent the past 20 years at the intersection of technology and marketing driving business analytics innovation in the digital marketing space," says Matt Kelley, Leapfrog's SVP, Consumer Journey. "This experience will be invaluable to brands as they look to transform data into actionable insights that fuel increasingly more personal customer experiences."
Wheeler is an adjunct lecturer in Digital Analytics and Marketing Research & Statistics at Northwestern University's Medill School of Integrated Marketing Communications Master's Degree Program. In Fall 2015, his book Architecting Experience: A Marketing Science and Digital Analytics Handbook for Optimized Digital Experience Delivery will be published by World Scientific Press.
Wheeler's background spans a variety of technology, consulting, and agency roles focused on the integration of strategy and business intelligence. From his start in software development, Wheeler's experience includes work with Yahoo!, HP, Electronic Arts, AT&T, MasterCard, State Farm, USAA and GE. Wheeler received his MBA in Strategy, Finance and Marketing from Northwestern University's Kellogg School of Management.
Wheeler's appointment follows recent news that Leapfrog released an enhanced version of their proprietary LFX Conversion Platform that offers marketers a fully scalable and integrated end-to-end digital suite of tools to optimize strategies and programs aimed at capturing new customers.
For two decades, Leapfrog (www.leapfrogonline.com) has led the industry's best practices related to the strategic use of consumer data, understanding the consumer journey and developing effective customer acquisition strategies that deliver business results. A data-driven approach and a culture of innovation allow them to deliver game-changing, scalable results for brand marketers. Founded in 1995, Leapfrog is based in Evanston, IL and employs more than 140 data scientists, software and systems engineers, media planners, analysts, and brand marketers.