Rob leads USIM’s strategic insights, optimization, and reporting activities, helping agency and client teams achieve their brand goals. He has created a new architecture for strategic decision-making, underpinned by data and utilizing agency assets in programmatic and addressable advertising, combined with third-party custom data and media analytics. To enhance these insights, Rob has designed new AI-based optimization tools to inform location and trading zone investment strategies across traditional, programmatic, addressable, and automated buying channels. Additionally, he has developed a customized yet fully flexible client-reporting platform that enables immediate cross-channel analytics and optimization.
