Mercury Media – Interview with Alex Sapoznikov, EVP Analytics & Data Strategy

Mercury Media, a media agency with a heritage in direct response recently repositioned their business, focusing on Performance Marketing. This meant a significant expansion of their analytics capability to fulfill the promise of being all about Performance Marketing. They retained IQ Workforce due to our highest and singular focus to identify top talent to join the Mercury Media with differing levels of experience from analysts all the way to SVP level.

We recently sat down with Alex and other members of the Mercury Media team to discuss the firm, its direction, and vision for what the analytics team will be.

Vision for the Analytics Team: The analytics team will be working with their newest clients who have come to Mercury Media in recent months looking for a much greater analytically driven approach to marketing. These are clients looking for incremental revenue opportunities from their agency partner. The team will be a leading edge analytics team that integrates TV, Media, and Customer Analytics. They are looking for people who want to make a difference, want to help build new products & platforms.

Competitive Differentiation: The pitches they win is because they craft custom solutions and provide their clients with a level of attention they don’t get from larger firms. Competitors are focused on efficiency while Mercury Media is focused on impact & growth from Day 1.

Brand Promise: Real-time data into real world growth. Focus on growth & scale vs. optimization.

Near Term Plans: Looking to grow. Have aggressive growth plans driven by their repositioning. Looking to grow their presence in NY, with the core analytics team based here.

Culture: Mercury Media is entrepreneurial, people have a sense of urgency, high degree of transparency. The organization is full of people looking to build something great. And everything they do is rooted in data and analytics.

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