BENJAMIN VIGNERON

● Leads paid media analytics strategy for Blackbird’s clients with a focus on growth analytics, and full-funnel optimization from online events to offline data (life-time value, Salesforce responses, etc..)
● Builds cross-channel internal and external dashboards for identifying opportunities for paid media growth and/or higher efficiency using multiple ETL tools and API connectors: Grow.com, Supermetrics, Fivetran
● Oversees incrementality testing across accounts in order to gauge the true value of various paid media initiatives, from brand awareness to acquisition
● Codifies optimization logic for identifying campaigns to dial up or down based on budget pacing, and online/offline KPIs
● Trains team of 15 account managers: Advanced reporting through ad platform APIs, and data science applied to paid media
● Supports Sales process with paid media audits, and data visualizations

● Started team from scratch and built a team of four product analysts with a focus on Paid Search and Display performance
● Designed experiments, evaluation methods, and best practices for all head-to-head tests between Adobe’s proprietary bidding algorithms, and competition (Google, Marin, Kenshoo, QuanticMind, etc..)
● Supported key accounts regarding Adobe Ad Cloud implementation for optimal paid media performance, as well as advanced analytics (forecasting, elasticity analysis, etc..)
● Codified optimization logic for Display Advertising using SQL/PowerBI, allowing operations to easily consult a dashboard with data-driven insights