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NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?


Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur

 

Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of LittleThings.com

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of Edmunds.com

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of Reputation.com

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad

Thursday
May252017

Michael A. Cohen: Chief Science Officer, Convertro

My NativeAdVice:

Bio:

Michael Cohen is a predictive data science engineer and scholar with organizational leadership experience in the development of methods and software for data-driven management. He works closely with business decision makers and innovates to provide intuitive business oriented results, facilitating the adoption of advanced analytics. He also teaches executives, MBAs, PhDs, and undergrads marketing management and predictive analytics. Michael maintains a scientific research program that develops data-driven methods for managerial decision making. His subject matter expertise is in digital media & e-commerce, food marketing, corporate social responsibility, and competitive strategy, which is backed up by extensive technical expertise in: Data Management & Analytics, Econometrics & Bayesian Statistics, Management & Marketing Science, Software Application Engineering, Technical & Cloud Computing, Decision Support Systems & Optimization.

How did you get into the industry?

As a student applying to PhD programs I wanted to pursue study in the development of statistical theory and methods. At the time transactional marketing data from supermarket scanners was becoming more available. My pursuit to be an innovative data scientist merged with the most exciting data at that time, and put me on the path to becoming a quantitative marketing scientist.  After a decade of rigorous study and research I was prime to contribute to Marketing Technology - or MarTech for short.

Any emerging industry trends?

Putting data at the center of your product strategy. AdTech has begun to see a drop in venture capital investment except where products elevate the usage of data in innovative ways to deliver substantial added value to marketers. While it is one thing to say data is at the center of your strategy and to invest in scaling  its collection, consolidation, securitization and access, it’s an entirely different investment to productize valuable data usage. Without a strategy that links the data to innovation to extract that value, putting data at the center of your business strategy means nothing.

Any industry opportunities or challenges?

Increasing data availability tracking individuals through their marketplace experience provides endless opportunity to assess the role marketing plays to influence consumers. While marketers are excited about the promise of this data they rarely have the means to extract, decision, and act. Even when they have the means its is often the case that legacy activation processes, and poorly aligned organizational structure and incentives, make the adoption of data-driven management infeasible. As it becomes more evident that the right data, decisioning, activation is truly a competitive advantage in the marketplace, marketing organizations will be forced to update and flourish or remain antiquated and famish. The role of tech is to create a user experience that facilities the type of collaborative teamwork that a data-driven marketing organization requires. Practice which delivers results the organization can get behind. This often requires a consultative partner to put in place the organizational structure and incentives that unlocks the power of data to enhance the experience of the marketer’s end customers.  

Inspiration for the business idea, and your vision for the Business?

The ubiquity of mobile technologies and the continued human dependence upon them, and the value humans enjoy from them, make mobile devices and the service beacons they rely upon the central terminals for data collection. Constructing all the fine details of the human story in data, through a litany of entry points into the human experience, using life-integrated mobile technologies, supercharges products and services that are irresistible to marketers and consumers. Consider `always on’ mobile apps for mobile phones and wearable technologies such an apple watch. With access to data that describes the human experience, everything from location to biometric readings, into scalable science and data technology, a new behemoth of the virtual and augmented market era will emerge.

What's next for the Business in the near future?

Backed by Verizon and energized by partnerships and products that expand the footprint of unique and differentiating data, the integration of AOL and Yahoo! into Oath is very exciting. The vision that has assembled a global house of over 50 consumer and b2b brands that excite the marketplace because of the unique value proposition that the data strategy unlocks, is coming to life and it’s humbling to be here at the epicenter.

Your key initiatives for the success of the Business?

One of the most rewarding parts of building a business is the opportunity to assemble the teams of people to make the vision real. The new age of tech enablement requires that business contributors be equipped with a broader array of talents. It’s not so much about expecting everyone to be everything, it’s about expecting everyone to adopt and harness the power of tech to accelerate innovation and productivity in their role. We’ve built teams that are a conduit between the technologies and the objectives they aim to serve as well as the key results they promise to deliver. The profile of these teams includes technical skills matched with an intimate understanding of users and end customers of their work. It’s not enough to put people of these varied skills sets together, the diversity must be achieved within the individual contributors. It engenders a deeper understanding of both the data and the humans that generate the data. Humans are the machines we must learn, and machine-learning requires a careful understanding of humans, and the marketplace in which they function, to realize its full potential. In addition to the core benefits gained by having diverse individual contributors to the business, there are extra benefits. Contributor diversity is enlightening and empowers teams with a higher level of compassion for both teammates and those in the business that they partner with or serve. The benefits of this civility are many. Teams created in this mold have higher retention, productivity, and overall happiness and the benefits to the bottom line are unquestionably substantial.

Your most difficult moment at the Business? (and what did you learn?)

My most difficult moments are when I ask myself to change, when I ask myself to leave the past ways of doing a thinking behind. Challenge myself to acknowledge my imperfection, accept imperfection as a fundamental truth, and enlist in a pursuit to minimize that imperfection knowing that perfection will never be fully achieved. When we chose to innovate it is inevitable that we run into the process of self-reconciliation. While some people are better suited to this process than others, as managers and visionaries we must work within the confines of others. Battling cognitive dissonance in myself and others is one of those unwinnable wars. Living and working with it makes it impotent.  

Ideal experience for a customer/client?

Enable them to achieve the dreams they didn’t know they had along with the ones they did, at once, making them the hero of their story.

How do you motivate others?

Identify what matters to them. What are their base instincts and talents? Why do they come to work? Why do they chose this job? Or in fact, what would they rather do?

Making time to learn about others is necessary. Making resources available to connect with them on a deeper level through activities that excite the human experience and senses is the doorway into people’s motives. Don’t be penny-wise and pound foolish when it comes to investing in people and experience. What you and they learn from this investment guides enables you to help people realize their goals, and at once, help you to achieve yours.

Career advice to those in your industry?

Don’t let your amount of experience be a barrier to learning. It’s safer to approach a question, a situation, or someone's point of view by assuming there might be something you missed and can learn. Asking questions to align your understanding with others, and doing so with genuine inquiry and empathy, facilitates a path of trust and confidence for all. While your time is valuable don’t be a victim of ego or arrogance and understand where that insecurity comes from as a first step towards pacifying and marginalizing its negative effects.   

https://www.convertro.com/