MELBOURNE – October 22, 2013 – Effective Measure has bolstered its executive and management ranks as it grows its product offerings and gears up for an expansion into six new markets by the end of the year.
The media planning, audience profiling, and digital metrics solutions provider has appointed Lizzie Babarczy as global chief marketing officer, based in Sydney, Australia.
Babarczy is backed by 15 years experience as an innovator in the marketing of digital measurement solutions, following a career spanning the UK, Asia-Pacific and the United States. Babarczy was part of the core launch executive team at digital marketing company Hitwise, launching in the Australian, UK and US markets. As marketing director of Hitwise in US, based in New York she led both domestic marketing and global product launch strategies.
The appointment of Effective Measure’s first global CMO heralds a period of expansion for the company as it commits further resources to launch in new markets including, New Zealand, Hong Kong, Kenya, Morocco, Zimbabwe and Nigeria. The six new market launches will take place before year end and will extend the company’s global presence to 40 countries.
Effective Measure most recently officially launched into the Indian market with Times Internet as a foundation client.
“The launch into these six fresh territories represents the culmination of twelve months of rigorous ground work as the company prepared for new growth and leveraging international opportunities where the digital industry is rapidly evolving,” said Effective Measure CEO Richard Webb.
The company also recently announced the addition of John Griffin to the senior leadership team as chief technology officer, also based in Australia.
Griffin joins the Effective Measure management team from Nielsen where he has served a long tenure across CTO and R&D positions.
Additionally, the Australian headquarters has secured the talents of global digital executive Claudia Barriga-Larrivière who has bolstered the Oceania operations as account manager based in Sydney. Barriga-Larrivière adds a wealth of international experience working with Pollenizer, Tedx, Tribalise, Telstra, VHA, GP&YR and many other global brands.
“The new executives in our Australian HQ have exceptional depth of experience and knowledge of the digital media industry. They collectively bring a strong understanding of the power of innovation and the value of delivering market leading technologies to publishers, marketers and advertisers. As Effective Measure enters new market territories we are emboldened by the leadership that this strategic think tank brings,” Webb added.
Effective Measure has also introduced a new product offering in its solution set for brands, the Brand Competitive Dashboard.
The Australian developed tool provides new levels of comparative digital insights designed specifically for marketers and brand managers. The Brand Dashboard provides traffic metrics such as Unique Audience, Page Views, Time Spent and Frequency plus rich insight into the demographic profiles of users visiting a specific category or site within specific vertical market categories.
“The new Brand Competitive Dashboard allows brand and marketing managers to clearly monitor traffic to their own websites and track it against that of their competitors. This enhanced function provides a clear, play by play, on how brands are competing and gaining sentiment traction in the market. The market has been demanding higher levels of immersive metrics and Effective Measure is pleased to be delivering the solution,” said Effective Measure Regional MD – Oceania, Dinesh Arasaratnam.
Effective Measure’s solutions are deployed around the world by the digital media sector including many of the world’s major media agencies, leading marketers and millions of global websites, including clients OMG, GroupM, Media Brands, Private Media, Network Ten, Haymarket Media and MSN.
