MarketShare adds Beyer to boost analytics

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MarketShare has hired Dirk Beyer as SVP of analytics and modeling, with a focus on creating commercial opportunities for the marketing analytics company and improving its capabilities.

The company has begun “a bit of a restructuring” including the retirement of partner and analytics director, Doug Rae, who will leave the company at the end of the the year, said Pat LaPointe, EVP of the Americas at MarketShare. Rae will remain with the company in a high-level advisory role, he said.

Rae's position will be split into two roles: SVP of analytics and modeling and VP of analytics. Kim Larsen, formerly MarketShare's VP of analytics, will remain in the latter role.

Beyer, who joined the company June 13, will oversee several dozen people in the company's analytics team, said LaPointe. Beyer joined MarketShare after working as a science fellow at DemandTec, and as chief scientific officer at M-Factor. He also served as principal scientist at Hewlett-Packard Labs.

“We were looking for someone with a breadth and depth of analytical capability and someone who had strength in the area of applied innovation from a mathematical perspective,” said LaPointe.

MarketShare attempted to promote internally to fill the role but ultimately “decided to bring in a skill-set we didn't have,” added LaPointe.

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