Jennifer Capistran, Senior Director, Merkle Analytics, Merkle Inc.
Risky business is no problem for Capistran. Her role as a trusted analytics advisor to clients has led to increases in business for significant Merkle accounts—including a strategic account at risk due to changes in its business strategy. Her team has received a Net Promoter Score in the 9-10 range. No surprise, then, that her leadership on digital analytics projects for another essential account that increased monthly revenues by 60%, while also positioning Merkle for growing its relationship with that client in multiple areas outside of analytics.
Defining moment: Back in the first part of my career I had a mentor who expanded the horizon for me when he created a new role for me following a merger and reorganization. The position provided me with more executive exposure, expanding my network and expanding my view of the business world.
Words to live by: It takes less time to do a thing a right than to explain why you did it wrong.
Strategy shift: Feedback that we’ve gotten is that we need to stay connected across channels and across the teams that support each of them. So, we’ve gotten more focused on uniting the analytics, media, strategy, and technology teams in regular huddles, planning sessions, and result sharing.
Up next: Supporting today’s platform marketer, by connecting data—whether its cookie-linking, demographic data appends, or other methods.
Advice to young marketers: When you’ve finished the task you were asked to do by someone else, ask yourself what you can do next to make it even better before you call it done–an extra spurt past the finish line can move you further along to one of the best starting positions for the next race.