GM, Analytics, Yieldmo
Lisa is a seasoned strategic media and marketing leader with more than 20 years experience leading organizational change. Having worked as a client, as an analyst, as an agency leader and now as General Manager of Yieldmo’s Analytics business, she has seen from all sides the opportunities and challenges of integrating technology and data into marketing to create better more holistic experiences for consumers.
Lisa’s previous work experience includes time at media agencies (most recently as President of OMD, Midwest), time as an analyst at Forrester research counseling CMOs on emerging data and digital media trends, and time as a client developing new products and lines for manufacturers such as Fortune Brands. Lisa has a BA from Yale and an MBA from The Kellogg Graduate School of Management.
In mobile advertising, clicks are not the only indicators of intent. Micro-interactions such as swipes, scrolls, and tilts are all strong indicators of consumer attention and intent. In collecting billions of these attention data points, Yieldmo has found a direct correlation between the signals that take place between the impression and the click. This helps […]