Charlene Weisler: How did you start in the
business and what is your current job responsibility?
Libby Murad-Patel:
I started my media career at an agency and experienced the rise in digital
media from the ground up. I was hired under digital ad operations (ad
trafficking), and then moved to planning and buying for regional dealer
associations at GMPlanworks. In 2007 I moved to Jumpstart, where I first worked
in Ad Product, which at the time consisted of contextual audience targeting via
standard display ads, and audience retargeting or behavioral targeting. Over
time we recognized a deficiency in data and analytics and started focusing on
finding new ways to test effectiveness and gaining a deeper understanding of
the overall consumer shopping process. At that point the company spun off a new
department dedicated to audience insights and analytics and that was a pivotal
point in my career. I now oversee all of our audience research and key
performance metrics for internal and external purposes.
Charlene: Can you tell me about Jumpstart’s
True Market Impact™ which is described as a proprietary digital metric that
informs advertisers and marketers of a brand’s health based on shopping
patterns?
Libby Murad-Patel:
As an
auto publisher we have a lot of interesting, insightful data for automotive marketers.
This is valuable to marketers because it broadens their view on their potential
customer. They always have the ability to see what a consumer does on their brand
site, but they don’t see what happens on a publishers’ site unless we share
that information with them. With True Market ImpactTM, we are able
to create different metrics that detail how a consumer moves through the
shopping process and—more importantly—how vehicle consideration changes over
time. We are currently working on new developments to simplify measurement.
When all metrics are weighted together they form an index score of how the brand
is performing, taking advertising as an influencer into consideration.
Charlene: You have been in the digital
world for more than a decade. How has it changed or evolved since you first
started?
Libby Murad-Patel:
It’s
an exciting environment that is always changing. The auto industry is the second-largest
spending category in digital media, which means that we’re always at the
forefront of all the latest developments. We are always pushing hard to stay
ahead of technology, and to be in-step with the changing habits of consumers.
Because nothing is static, new challenges arise on a regular basis. For
instance, viewability and ad blocking are recent issues that the industry is
still trying to tackle in terms of setting standards and best practices. We’re
certainly never bored.
Charlene: How do you achieve work / life
balance?
Libby Murad-Patel:
One of
the hazards of the digital age is that we are always connected and accessible.
I am just as guilty as the next person, but I believe that when we truly take
time off to unplug, we’re able to be more creative and productive. I try to lead
by example and practice this to the best of my ability.
Charlene: Do you have any advice for the
next generation?
Libby Murad-Patel:
I’ve
come across many people who are eager to rise through the ranks quickly, but
often overlook how critical it is to dedicate the time and the focus to master
their current role. I have a strong work ethic and look for people who share
this principle. My advice to anyone—especially a person who is just starting
their career—is to work hard, master your skills, and prove your worth to the
company. Focus on your current responsibilities and continue to think about how
you can continue to contribute to the organization. Hard work pays off, and advancement
will come from that.
This article first appeared in www.MediaBizBloggers.com
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