Greentarget, a business-to-business public relations firm, announced the addition of John Matthew “JM” Upton as the Director of Digital Strategy & Analytics in the firm’s Chicago office. Upton will be responsible for expanding the agency’s digital capabilities into a full-service offering that encompasses digital strategy, demand generation, social, and web analytics, as well as integrating digital philosophy and measurement techniques into existing practice areas to provide additional value.
“As a firm that specializes in helping sophisticated organizations develop compelling points of view, we are beyond excited at the critical role analytics can play in marketing and digital strategies – extrapolating actionable insights not only from data that clients are sitting on but from other publicly available data sets, as well,” said John Corey, founding partner of Greentarget. “Data-driven storytelling provides a powerful complement to the quantitative research capabilities we’ve been implementing for years, and we’re ecstatic to have JM join the team to bring an entirely new dimension to the counsel we’re providing clients.”
Upton has more than a decade of field experience as an eCommerce consultant and solution architect, most recently as senior manager of analytics & optimization at Ricoh USA. In that role, he led an international team to develop global web analytics strategy for 55 operating companies, including tools, infrastructure design, KPIs, roll-up reporting and communication cadence. He also developed analytical and reporting methodologies to support iterative design of new site functionality and marketing campaigns, driving 600 percent improvement to lead generation from 2015 to 2017.
Before Ricoh, Upton was a principal consultant at Codifyd, Inc., a management consulting firm specializing in B2B digital commerce, where he was responsible for designing solution architecture to support enterprise content management. Upton also held prior digital strategy and data analytics roles at Earley Information Science, Yellowbook.com and Circuitcity.com. As a consultant, his client experience includes KPMG, Johnson & Johnson, Target, Capital Group, Franklin Templeton, Applied Materials, Thermo-Fisher Scientific, and Allstate.
“I’m extremely excited to join the Greentarget team and develop creative approaches to data in this space,” said Upton. “Digital can be the glue that binds a comprehensive media strategy together across earned, owned, paid and shared channels, and Greentarget is the perfect environment to leverage my client-side technical expertise and my experience in professional services and consulting. There’s a huge opportunity for B2B companies to apply digital techniques and predictive analytics within existing marketing workstreams, and companies that do this effectively can see incredible ROI and growth.”