Leapfrog announced today the appointment of Scot Wheeler as vice president of consumer intelligence and business analytics, which is a new position within the agency's Consumer Journey practice.
Wheeler comes to Leapfrog from Critical Mass where he served as group director of marketing science.
Wheeler will lead a team of data analysts who will play an essential role in Leapfrog's efforts to optimize consumer targeting on behalf of their clients. Practice area capabilities include collecting consumer insights, conducting environmental trend analysis, conversion testing and optimization, predictive modeling, prospect propensity identification, dynamic targeting and cross-channel performance visualization.
"Scot has spent the past 20 years at the intersection of technology and marketing driving business analytics innovation in the digital marketing space," said Matt Kelley, Leapfrog's senior vice president of consumer journey. "This experience will be invaluable to brands as they look to transform data into actionable insights that fuel increasingly more personal customer experiences."
Wheeler is an adjunct lecturer in Digital Analytics and Marketing Research & Statistics at Northwestern University's Medill School of Integrated Marketing Communications master's degree program. In fall 2015, his book, "Architecting Experience: A Marketing Science and Digital Analytics Handbook for Optimized Digital Experience Delivery," will be published by World Scientific Press.