- Job title: Director of Advertising & Analytics
- Country: USA
- Length of service: 5 years
With the demise of cable TV as an effective form of advertising, Alan was the brains and driver behind an innovative programme to ascertain a viable alternative. Spotting an opportunity to identify which households had viewed TV ads over other services, Alan worked with an agency to develop a process that would measure the effectiveness and incrementality of streaming TV advertising down to the individual job. The result smashed expectations and proved that households exposed to the targeted ads were over 80% more likely to visit the website and over 77% more likely to make an appointment online.