MINNEAPOLIS, Minn. / September 26, 2017 – Elicit was awarded MediaPost’s top honor for their first-ever People-Based Marketing Awards in the agency category, announced today by MediaPost. These are editorially derived awards, selected by MediaPost editors, recognizing people and organizations that excel in leveraging technology, data, and platforms to reach real people vs. objectified industry descriptors, such as “consumers,” impressions, metrics, and KPIs.
“One thing that has become increasingly clear in 2017 is that it takes a strongly integrated technology, analytics, and strategy solution to deliver relevant, personalized marketing,” says Brooke Niemiec, CMO of Elicit. “We believe in the importance of integrating these three functions—which we have dubbed Geek, Nerd, and Suit—and ensure that all people-based marketing efforts include all three.”
The recognition comes from the work that the team conducted for McAfee, the anti-virus software company. Elicit’s Geek function was headed by technology solutions consultant Mark Gonzales. Its Nerd team was headed by data scientist Liam Hanham, while the suit organization was run by Michelle Thomas, an insight and customer engagement strategist. Together this team was able to build a customer-focused strategy that led to:
- a new data warehouse platform empowering McAfee to create a data-enabled culture in which business users, analysts, and executive stakeholders could access data and reporting
- the creation of a single view and definition of McAfee’s customer, built from more than 30 customer attributes derived from transactional data
- the transformation of McAfee’s marketing strategy, based on a revamped customer lifecycle worth billions of dollars annually
The “Geek Nerd Suit” approach is outlined in a book of the same name authored by company CEO Mason Thelen, CMO Brooke Niemiec, and COO Chuck Densinger.
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