Matthew directs digital marketing strategy and media planning for Cambridge Analytica’s client accounts. He provides reporting, insight, and optimization recommendations to clients, and collaborates with other company divisions to guide the execution of digital marketing projects from planning to completion.
Matthew came to CA from CRAFT Media/Digital, where he built the company’s in-house trading desk and led all digital advertising and online engagement efforts. Prior to that, he spent 10 years as an entrepreneur and small business owner, during which he built and refined his digital advertising skills. Matthew holds an MBA from Virginia Commonwealth University.
What’s one website or book you think more people should know about?
How Brands Grow. I don’t agree with everything in this book, but it goes against some of the things I was taught in business school and provides a very interesting contrast to the way many of us think about marketing.
What is one Twitter account that we should all follow?
What’s an emerging trend we should keep our eye on?
Brand Lift Surveys and other dubious advertising effectiveness measurement schemes. This is the type of measurement the industry needs to lure the big brand dollars from TV. There are some companies that do this very well (e.g. Facebook), but there are others that use very generous statical tests to show the results that clients want to see, even when an ad may have been a flop.
What’s one prediction you have for our industry that will come true in 5 years?
You will buy all of your ads (possibly TV as well) through Facebook’s Business Manager. I am not saying that you buy all of your ads on Facebook, but that Facebook will soon be the ultimate demand side platform.