Ed Haslam was recently named SVP of Marketing at PlaceIQ, the technology and suite of consumer discovery, engagement and activation solutions to engage with the right consumers and lead them to desired brand actions and destinations. Ed joins PlaceIQ from YuMe, a video ad startup. Prior, he cofounded Ludic Labs, which was acquired by Groupon. The Makegood recently spoke with Ed about his new role and how he will accelerated PlaceIQ’s growth.
The Makegood: Congratulations on your new position as SVP of Marketing at PlaceIQ. What will your role at the company entail, and what brought you to Place IQ?
Thank you! At PlaceIQ I’ll be heading up the corporate communications and product marketing teams and will be ultimately responsible for driving PlaceIQ’s overall market strategy and go to market execution. Frankly, there was a lot that attracted me to PlaceIQ. The market opportunity in mobile media, the team and the unique technology platform the company has built were all contributing factors.
The Makegood: What does PlaceIQ do? How does the company fit your experience and your cultural preferences?
The company has connected unique geospatial data assets and mobile device signals with data science to better understand consumer behavior. I believe this will be one of the foundational elements in the next generation of smarter media. PlaceIQ builds audiences based on consumer location, time and real world behavior. We then combine this understanding with other 3rd party data such as purchase history, TV viewing, auto ownership and many others to provide unique insights to agencies and their brands post-campaign to better inform future campaign plans resulting in smarter media.
The company is a great match for me in terms of its culture and my experience in advertising and technology. I’ve worked for many years to help startups build brand awareness, establish thought leadership and gain market share. The company is using a differentiated technology and data science background to forge a new approach to media planning and execution. High growth mid-stage startups are exciting, fast paced environments full of equal parts risk and opportunity that attract special kinds of people.
The Makegood: What will your marketing strategy be for such a fast growing company?
Aggressive, for sure. We have a strong roster of customers, but we also live in a very crowded and noisy space. My goal is to ensure that PlaceIQ sticks out from all the industry noise by highlighting how we’re solving marketers’ problems through the strength of our analytics, our one of a kind mapping strategy and the strategic potential of our insights. We want marketing professionals to really understand what PlaceIQ does and why it’s fundamentally better than other audience targeting options out there. I know a lot of other companies say those things, but we’re executing and have the confidence of superior results behind us.
The Makegood: What do you believe you bring to this position from your past experiences? How will your experience in a technology company add to your position at PlaceIQ?
I know the market and the key players and I also have a deep understanding of what it takes to grow a company from a scrappy startup to an established contender. PlaceIQ is at a crucial stage in its lifecycle and it’s my job to increase the company’s momentum so it can get to its next growth phase. There is a tremendous opportunity to educate the market on the impact location brings to brands today and PlaceIQ is the right company at the right time to become the industry’s singular location and behavior marketing resource.
The Makegood: What do you see for the future you the company? How do you see yourself growing with the company?
Our location dataset and data science algorithms opens the door for many different applications far beyond advertising. We’ve been incredibly successful with the advertising community, but we’re just scratching the surface of what our ability to use location to model human behavior can be down the road.
We have the potential to become synonymous with location intelligence and consumer understanding. I’m excited by the challenge to tackle a new technology and the opportunities that brings with it in the market I love.
The Makegood: Thank you, Ed.