Adams & Knight announces enhanced marketing analytics services
Tom Morgan tapped to head channel strategy and analytics
In response to organizations’ increasing demand to leverage big data to make smarter marketing investments, Adams & Knight is expanding its focus on marketing ROI. Leading the expansion is current staffer Tom Morgan, recently promoted to the new position of VP of Channel Strategy and Analytics.
“Tom is helping us re-define media planning as ‘connection planning,’” says Jill Adams, CEO at Adams & Knight. “Too many businesses still measure tactical transactions, like how many people watch the TV spot, click on the ad, like the page. But today’s fragmented media environment requires marketers to more strategically allocate their marketing investments across a diverse mix of connection points. We want to help them create the right mix, analyze the holistic returns, and continually use those insights to fine-tune the mix.”
Spearheading this new strategic direction is Tom Morgan, Adams & Knight’s seasoned media director who’s led the media planning area over the past four years. Fluent in all types of media, Tom has formerly served media giants like BBDO, Mindshare and Universal McCann. As vice president in this new role, Tom is leading the team that’s refining better ways of measuring and reporting the results of integrated campaigns involving a mix of paid media (advertising), earned media (public relations, social outreach) and owned media (websites, apps, games, etc.).
“A lot of the shift in advertising spending to digital media is in response to the industry’s desire for accountable marketing,” says Morgan. “But, regardless of the medium, all of us in the industry have to do better than measure the last transaction. We need to track all the influences along the way that help turn prospects into brand advocates, then use those insights to develop the most effective connection plans.”
About Adams & Knight
Adams & Knight is an integrated marketing agency dedicated to serving clients that help people live happier, healthier lives. Celebrating its 25th year in business, the agency serves a roster of regional, national and global clients in the healthcare, financial services and leisure industries.