Phelps, a pioneer in integrated marketing communications and one of the nation’s only 100% employee-owned agencies, has tapped Johnny Bao as lead data analyst to sharpen the insights at the heart of its business-building campaign strategies. Bao will analyze consumer behavior patterns to identify communication opportunities that can be realized and measured across channels.
“Analytics is crucial to the success of advertising today, and particularly to our integrated marketing communications approach. To propel a client’s business, we need to see it from all sides, and that increasingly takes complex data sets,” said Ed Chambliss, president of Phelps. “Johnny is a premier talent with an uncommon depth and range of experience in this emerging field. Even more important he applies business vision to numbers and the technology that enables them. He will be an asset to our clients and our internal teams.”
Over 15 years, Bao has created predictive models that increase performance in data-rich industries from entertainment and media to retail and travel. He recreated the membership programs for ArcLight Cinemas by building models that revealed gaps in members’ experiences; created the business intelligence structure that allows Tribune Company websites to optimize content and forecast traffic; built the yield management department and systems that coordinate marketing, sales and operations for Viking River Cruises; and improved operational efficiency for eToys, Kmart and Walmart.
“Phelps brings everyone together on all the agency’s work, so the usual issue of coordinating across silos is already handled,” said Bao. “Analytics can make even more of a difference in this environment. We can add precision and speed to client marketing campaigns, and fully understand how all our levers are performing together.”