Meet Stefan Sellberg June 23, 2009
Posted by markblei in : Staff posts, Uncategorized , trackbackLast week we began a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
In invite you to meet Stefan Sellberg
“My name is Stefan Sellberg and I’m the Vice President of Client and Market Development at Dynamic Logic. I have been with Dynamic Logic for over 8 years and I’ve really enjoyed watching the industry mature as an Advertising and content delivery mechanism as well as a platform for conducting Research.
A client came to me earlier in the year asking if we could help them measure a campaign leveraging TV, Print, Online and OOH. They were deploying a two pronged creative approach using both brand and topical advertising. The goals and objectives were to understand the following:
- How is each medium working in isolation and what are the synergistic effects of exposure to multiple mediums
- What creative theme (brand vs. topical) is working most efficiently in driving Brand and Persuasion metrics
- What is the ideal media mix and how can I can reallocate media to optimize campaign performance
I recommended using our CrossMedia solution that incorporates a path model and media simulator/optimization tool. This approach would provide the client a good understanding of campaign performance and allow them to adjust GRP, Print insertion dates and online delivery to optimize performance. While I cannot get into specific results due to client confidentiality, I can say the campaign measurement approach was a huge success. The client found the media simulator extremely helpful and has since made recommendations to adjust GPR weigh to optimize performance.
In addition to media and advertising effectiveness measurement, I like spending my spare time golfing, camping, and enjoying life with friends and family in the thousands of restaurant and bars in Manhattan”
If you’re interested in how Dynamic Logic can help your next campaign perform optimally for you. We invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
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