Steve Farella, who co-founded independent media agency TargetCast, sold it to MDC Partners and then served as chairman of MDC Media Partners and Assembly Media, has joined the board of a Swedish market intelligence and search startup called My Telescope.
My Telescope is an SaaS solution to measure market trends, brand strength, and marketing campaign effectiveness in near real-time using share of search analytics. According to the company share of search analytics blend search and sentiment analysis to accurately predict purchasing intent and/or business demand.
The firm says that research shows that there is a correlation between searches and outcome, with share of search representing 83% of a brand’s market share.
Farella says that brands should consider using the product because he believes they “will finally be able to take actionable insights that increase ROI and create sustainable, repeatable campaigns that drive business success.”
Farella is currently a manager of VFL Investments and Advisory, sits on the board of Sinecure.ai and is Chairman of the Muscular Dystrophy Association.
Earlier in his career he built and managed media groups at agencies including Jordan McGrath Case & Partners, Young & Rubicam, Wells Rich Greene/BDDP and Ammirati & Puris.