Molecular Focuses on Data

Isobar interactive agency Molecular has appointed Kevin Sardinha to lead its data and analytics practice.

Like many of its rivals, Molecular has plans to invest an ever greater share of recourses in the collection -- and intelligent use of -- data and analytics.

"We're committed to investing more in this area," said Howard Kogan, president of Molecular. "The ability to gather and act on intelligent customer data often spells the difference between success and failure in the online channel."

Sardinha most recently served as senior strategist within Molecular's Strategy team, where he led engagements for Adidas, Nikon, Reebok and The Hartford.

Molecular's data and analytics team takes such clients from the creation of a performance measurement strategy, through the technical implementation of the project road map, and then to the delivery of insights and recommendations.

Reebok, for example, now has an integrated measurement platform to track and optimize its online campaign investments across cost-per-click, e-mail, search, and referral sites, as well as to track key performance indicators involved with consumer behavior and brand recognition across multiple geographic regions.

Earlier this year, Molecular reported a 28% increase in revenue for 2008 year-over-year.

The Watertown, Mass.-based agency attributed the growth to the addition of several new clients including The Hartford, TCW (Trust Company of the West), Meijer and GSN (formerly the Gameshow Network).

In April, Isobar created a new social media practice, which it is offering across its network of agencies in North America, including Molecular, along with Ammo Marketing, Freestyle Interactive, iProspect, Mindblossom, bluestreak and Carat.

Prior to Molecular, Sardinha served as a senior business analyst within Keane's Architectural Service group.

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