• February 5, 2008

Steven Greenberger has been named president and chief marketing officer of SLG Advertising, a step up from his previous role as executive vice president and media director. A marketing veteran, Greenberger joined SLG in 2006 from DJG Marketing, where he headed up print media planning. In his new role at SLG, Greenberger will head up the effort to integrate marketing, promotion, and research. He will also help expand SLG into television programming, media Web sites, and mobile media.

In terms of research, in an interview last year Greenberger said SLG will study "what the product user is doing over the course of the day--what are the other products they're using, what are the other brands they're using?" This data will then be overlaid on established demographic findings to create more detailed portraits of consumers, including propensity to buy. Specifically, he envisioned building detailed "strings" of consumer data around different products, with each product receiving its own portfolio. This will include the "cross-tabbing" of products associated in consumption patterns.

--Erik Sass