Fred Askham

Fred Askham Email and Phone Number

Vice President of Analytics at IMM - Ideas Made Measurable @ Freelance
Fred Askham's Location
Boulder, Colorado, United States, United States
Fred Askham's Contact Details

Fred Askham work email

Fred Askham personal email

n/a

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About Fred Askham

As the Director of Analytics, I lead a team of 4. I am fluent in SQL, R, and Python and have written production level code in all three languages. I have helped to lead the implementation of fully automated reporting and analytics systems, and am in charge of developing and launching data products and systems. This includes product identification, cross departmental requirements gathering, software systems development & testing, marketing material builds, product sales and client management. Over the past two years, my team has becoime a profit center and is now considered a growth driver for the business.The accomplishments of my team range. We have developed and maintain fully automated reporting UIs for each of our clients to provide easy access to marketing data and KPIs for cross channel and platform media buys. We specialize in fully integrating multiple third party ad serving systems (Adform TPAS, Amazon Attribution, etc.) into our data flows to enrich data for our clients and internal teams. And we actively run and maintain a fully proprietary, and patent pending, near real time digital media attribution technology which measures eCommerce sales incrementality for our clients using Rubin Causal Model methodologies (which is now the industry standard for such measurement).I am interested in machine learning systems, outside of standard open source ML API functions. I have focused my learning on genetic and evolutionary algorithms due to their larger degree of flexibility in solving more complex problems. I currently run two models of my own design that produce media buying bidding optimization recommendations and equity trading signals for inversely correlated equities markets respectively.Recently I have been working on a series of products. A neutral 3rd party data brokerage product to provide new revenue stream for retailer brands, a walled garden data recapture technology to provide our clients a holistic view of performance without the measurement bias implied in a walled garden, and an active brand attributes measurement product.While my job encompasses a great deal of math and data pipeline engineering, I have found that data is only as good as the understanding that it creates, which is why I also spend a great deal of time providing in depth analysis, recommendations, and thought frameworks for our clients and internal teams. Outside of work I'm an avid aquarist, skier, and handyman of sorts. I play a mean foosball and love stand up comedy. I read Scientific American regularly and enjoy Sci-fi flicks and Star Wars.

Fred Askham's Current Company Details
Freelance

Freelance

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Vice President of Analytics at IMM - Ideas Made Measurable
Fred Askham Work Experience Details
  • Freelance
    Freelance
  • Imm - Ideas Made Measurable
    Vice President Of Analytics
    Imm - Ideas Made Measurable Mar 2021 - Present
    Boulder, Colorado, Us
  • Imm - Ideas Made Measurable
    Director Of Analytics
    Imm - Ideas Made Measurable Sep 2017 - Mar 2021
    Boulder, Colorado, Us
    Currently responsible for working with the team to ensure that we continue to push our three data products from alpha and beta stages through to enterprise level. Responsible for building streamlined and standardized processes to make workflow easier for the team and improve turn around times and accuracy.
  • Imm - Ideas Made Measurable
    Associate Director Of Analytics
    Imm - Ideas Made Measurable Feb 2017 - Sep 2017
    Boulder, Colorado, Us
    Responsible for managing a team of 6 data scientists and analysts. My focus was on improving departmental processes and developing data products that can be brought to market or used internally for media optimization or creating internal efficiencies. As associate director I led the team to build standardized internal reporting, which sped up reporting turn around times and reduced rework cycles. On the R&D side, we brought two products, an audience demographic segment performance measurement and optimization tool and and automated media bidding and optimization system, to alpha stages and garnered c-level support and buy in for our long term development plan.
  • Imm - Ideas Made Measurable
    Lead Data Scientist
    Imm - Ideas Made Measurable May 2016 - Feb 2017
    Boulder, Colorado, Us
    As the Lead Data Scientist at IMM, I directly manage two data scientists as well as help to lead and guide the broader analytics and data engineering departments. My team is focused on both the day to day automation and maintenance of our data tasks and systems as well as the development of unique and proprietary data products. Of late, our accomplishments include:- Standing up and unit testing a fractional factorial test design for digital display creative in order to increase cost efficiency and testing scale- 2SLS regression modeling of the media factors affecting a major client's sales. Predictions led to an overall change in strategy and an increase in client sales accounting for over $72,000 in extra revenue per month.- Building a fractional attribution algorithm and user platform based on Bayesian statistics - Implementing a near real time digital media conversion/sale incrementality testing product- Creating and standing up an SEM bidding optimization platform based on dominant strategies in 2nd price auction scenariosI have also been spending time digging deeper into machine learning. I recently built my first genetic algorithm from scratch in R! I plan to continue to explore the capabilities of genetic algorithms and neural networks for building automated media optimization platforms and products.
  • Imm - Ideas Made Measurable
    Business Analyst Team Lead
    Imm - Ideas Made Measurable Jul 2015 - May 2016
    Boulder, Colorado, Us
    I lead a team of five individuals - three data engineers, a DBA, and a statistician. our goal is to further automate the reporting and optimization of Digital media to ensure a seamless BI experience for our clients as well as ensure that digital media dollars are directed toward the highest possible ROI channels. I recently have worked with Keith Pieper to integrate cross device tracking for Digital media optimizations which lead to a 1% lift in attributable conversions and increased media efficiency and revenues for IMM. On the horizon, building a fully automated decision engine to drive IMM's programmatic media buying and implementing a customized fractional attribution system to further increase media efficiency and client ROIs. Marketing dollars are a significant investment after all.
  • Imm - Ideas Made Measurable
    Business Analyst
    Imm - Ideas Made Measurable Dec 2014 - Jul 2015
    Boulder, Colorado, Us
    I worked as an analyst to optimize digital media. I distinguished myself by taking on a project that automated a large portion of the company's billing and sales reporting. The automation increased accuracy of billing and has lead to further profitable process reform. In the process I developed advanced postreSQL skills writing over 10,000 lines of production ready code, implemented a system of stored procedures and shell scripts for job management, and stood up Cognos BI reports.
  • Imm - Ideas Made Measurable
    Account Coordinator
    Imm - Ideas Made Measurable Nov 2013 - Dec 2014
    Boulder, Colorado, Us
    Digital marketing - client services, media planning and investment
  • Principia Analytics
    Director Of Analytics
    Principia Analytics Jan 2018 - Present
    Boulder, Colorado, Us
    Leading Principia Analytics group. PA is a marketing analytics group focused on providing accurate digital media measurement through our flagship Causal Attribution product for agencies and brands. Check it out at PrincipiaAnalytics.com! Additionally, we develop scalable and customized marketing analytics (think churn models, MMM solutions, etc.) and data management platforms (automated data ingestion platforms, standardized NRT reporting platforms etc.) to help marketing professionals increase their productivity, workflow efficiency, and company scalability.
  • University Of Colorado
    Student
    University Of Colorado Aug 2009 - May 2013
    Denver, Colorado, Us
    As a student I have chosen to study economics and have taken a wide variety of courses in the field. Public Policy, Industrial Organization, and Anti-trust regulation were among my favorite courses.
  • J&F Forestry
    Contract Labor
    J&F Forestry May 2008 - Aug 2010
    Worked with a resident of Rist Canyon to determine a forestry strategy to mitigate the risk of property destruction from forest fires. Responsible for setting working hours and coordinating with other contractors to enact the plan. The fire mitigation strategy that was implemented effectively helped to save the clients property during the recent High Parks forest fire.
  • Mountain View High School Store
    General Manager
    Mountain View High School Store Jan 2006 - May 2009
    Managed all day to day operations of the store. Responsible for staffing, merchandising, sales, and customer service at the store. I was directly accountable for any profits and losses accrued by the store.

Fred Askham Skills

Economics Industrial Organization Antitrust Economics Stata Statistics Sales&marketing Sales Customer Service Customer Satisfaction Merchandising Management Inventory Management Pl/sql Sql R Spss Analytics Cognos Tableau Business Strategy Ms Excel Pivot Tables Data Science Blockchain Digital Marketing Marketing Leadership Soql

Fred Askham Education Details

  • University Of Colorado Boulder
    University Of Colorado Boulder
    Economics
  • Mountain View High School
    Mountain View High School
    General Studies

Frequently Asked Questions about Fred Askham

What company does Fred Askham work for?

Fred Askham works for Freelance

What is Fred Askham's role at the current company?

Fred Askham's current role is Vice President of Analytics at IMM - Ideas Made Measurable.

What is Fred Askham's email address?

Fred Askham's email address is fa****@****imm.com

What is Fred Askham's direct phone number?

Fred Askham's direct phone number is +130386*****

What schools did Fred Askham attend?

Fred Askham attended University Of Colorado Boulder, Mountain View High School.

What are some of Fred Askham's interests?

Fred Askham has interest in Economic Empowerment, Civil Rights And Social Action, Politics, Education, Science And Technology, Human Rights, Arts And Culture.

What skills is Fred Askham known for?

Fred Askham has skills like Economics, Industrial Organization, Antitrust Economics, Stata, Statistics, Sales&marketing, Sales, Customer Service, Customer Satisfaction, Merchandising, Management, Inventory Management.

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