John Davis joins Effective Measure as global measurement scientist

In this newly created role based in Melbourne, Davis will report to Tony Eustace, group director, brand and data insights.

He will be responsible for the development of Effective Measure’s global measurement and data intelligence strategies, creating opportunities for the industry to apply new ways of thinking and analysis for the measurement of digital content and assets, according to the company.

Davis said he will focus on APAC countries, including Singapore, Malaysia, Indonesia, Hong Kong, Philippines, Thailand and Vietnam, and also consider Northern Asia for further development.

He pointed out that the barriers to successful data intelligence initiatives rarely come from the technology side. It is often a block from the business culture side.

“A measurement scientist role marries the technical knowledge with the human element, aware of the complexities at hand but helping the business extract the most relevant and powerful data to aid the communication, culture, and evolution of the business,” Davis said.

He said the Australian market approach is more about using edgy technology to solve a problem in a pragmatic way that makes sense to all stakeholders. It is a fertile ground for innovative thinking and the application of progressive technology.

Davis told Campaign Asia-Pacific that primarily, companies in APAC are seeking evidence of who is visiting their sites and what other sites are behaviourally linked to theirs.

“The problems we resolve for our clients are focussed on helping them make better, evidence-based decisions for planning and evaluating their approach to the marketplaces they serve,” he added.

Davis was most recently the managing director of the US-based Lazarus Group, which specialises in the development of operational marketing research capabilities across a range of diversified industries and clients, including Dell Computers, American Express, Royal Canadian Bank, Merrill Lynch, Laredo National Bank, John Hancock Insurance and political candidates.

Previously Davis held senior executive roles with the Laredo National Bank/Homeowners Loan Corporation, the Locus Direct Marketing Group and Nielsen Marketing Research.