• by Steve McClellan  @mp_mcclellan, September 14, 2021

Audience identification and segmentation platform Tunnl has named Vinita Srivastava as its Chief Product Officer.

Srivastava joins Tunnl from Wunderman Thompson Data, where she served as vice president of product management, leading the development of products and solutions for leveraging first party data. 

Previously, she was head of product management for West Monroe Partners and also director of product management and operations for Catalina Marketing.

Launched in August, Tunnl, from Deep Root, a provider of audience-powered analytics for political campaigns and causes, provides brands and agencies with audience segments and targeting capabilities specifically developed for purpose driven marketing, issue advocacy and corporate reputation campaigns. 

The platform is based on Tunnl’s “always-on” data collection engine that includes hundreds of thousands of surveys per year. Responses are matched to national consumer and voter files. The company says audiences can then be built that have a high probability of accuracy for receptivity to a message or cause.

“As purpose driven marketing and issue advocacy have come to define marketing today,” says Sara Fagen, CEO, Deep Root, “brands increasingly have a need for more sophisticated tools with which to better identify and engage with those audiences that will be most receptive to the causes they align with. For Tunnl, the role of Chief Product Officer is essential as we continue to pioneer and develop those tools that will make such segmentation and targeting more effective and actionable.”