Abundant Venture Partners, the incubator and investment firm co-founded by former SMG Global President Andrew Swinand, has launched a new ROI analytics company designed to help non-profit organizations optimize their ad budgets and determine how effective -- or not -- their advertising is.
Typically, non-profits don’t have a lot of money earmarked for such efforts. And while the new firm is a for-profit venture, called Ardent IO, it has been designed as an affordable alternative to similar offerings provided bigger media shops.
The new company is being run by John Lowell, the former SVP of analytics at Starcom Worldwide. He is CEO of Ardent IO, a director at AVP and an advisor to several other startups within the AVP portfolio. Before joining AVP last year, Lowell served as vp product strategy at Flite, a cloud-based ad platform.
"Mission-driven organizations looking to scale up often can't afford the many specialized tools, systems and data insight services necessary to effectively target potential audiences and develop their brand," said Lowell. Ardent can do this at a “fraction of the cost of most market research providers,” he added.
Swinand and Eric Langshur co-founded AVP in 2011. Prior to that, Langshur established Rise Health, a digital technology and services company that provides clinical and practice management solutions to physicians and their patients.
The AVP portfolio includes a number of media, marketing and health care-focused firms including content management platform Kontera and Centro, which offers digital planning and buying services.