Match has appointed Scot Wheeler to the role of SVP, Applied Analytics with oversight to the agency’s industry-leading Data-Driven Experience (DDX) Capability.
Scot comes to Match with over two decades of experience focused on the intersection of analytics, strategy, business development, innovation and technology. At Match, Scot will work across Canada and the U.S. to embed analytics within our offering to increase precision, agility and transparency of results.
“The use of data brings to life a new era of marketing that directly impacts the ideas and outcomes an agency can deliver to its clients,” says Scot “I am looking forward to joining the team at Match and helping them advance data capabilities and increase how it is used in every facet of their business across North America.”
Scot brings a wealth of expertise from both the corporate and academic worlds. Most recently, Scot was the Director of Consumer Insights and Marketing Analytics at Peapod, the online grocer, where he oversaw a team of analysts in driving consumer experience and business results through knowledge of the consumer and data-driven marketing insights.
At Peapod, Scot ensured that the right data and analytic approaches were applied to further Peapod’s commitment to customer-centered marketing communications. The extension of consumer insights into media analytics and programmatic execution ensured that prospective customers were hearing about Peapod’s benefits in terms that would be most relevant to them, while creating greater efficiency in paid media spend.
He is going into his fifth year as an Adjunct Lecturer with Northwestern University where he developed and teaches a course in Digital Analytics to MBA candidates. Scot is also a published thought leader with his book Architecting Experience: A Marketing Science and Digital Handbook.
“Scot brings incredible leadership and perspective to our commitment to data and our DDX capability. Our clients’ future successes will be a combination of art & science, and Scot will ensure Match is at the forefront of this balance.” says Michael Dill, CEO and President at Match. “We are thrilled to be welcoming Scot to the team and excited to apply his expertise to our solutions-based approach to marketing. Scot’s background and knowledge in data will be a valuable addition to Match and will help drive our strategic direction.”