Joel Lander Email & Phone Number

I cofounded Tatari, a TV analytics firm that helps companies buy TV media efficiently. The principles are "test small" and then highly overweight the best stations, rotations, and creatives. I designed and built Tatari''s media buying platform and created the fundamental buying philosophy to maximize response efficiency as well as for testing creatives. I also have assisted clients in their TV strategies and building the most efficient creative. The right creative can catapult results for a client, and my guidance can get a client to that outcome. I have also assisted in deep-dive analytical interpretations and about every other facet of TV advertising. I have supported the data science team, including inventing Reach-Frequency calculation approaches and analyzing the importance of frequency for the accuracy of test results. Tatari's objective is to provide simple-to-understand actionable analytics. Clients can utilize Tatari's approach to rapidly grow in a profitable fashion.Tatari started off with the goal to be the best in TV analytics and to provide clients with a great dashboard to understand the efficiency of their TV dollars and how to optimize future TV media buys. I was first to recognize Tatari had an analytic advantage in the buying sphere. As a consequence, I implemented many media buying platform improvements. This includes a buying philosophy that optimizes bids based on target budget, network, creative asset efficiencies, and clearance expectation and volatility,My goal was to align Tatari's goals with that of its clients: no sales pressure, just honest advice. Tatari has seen clients without TV prior experience start small, as little as $25k per week, and helped them profitably increase their spending by many multiples of their initial spend. More than once, clients have had to scale back buys owing to ramps in orders that overwhelmed their inventories.Previously, at TrueCar, I created the statistical models that were used to determine the ROI of TV media buys. Under my leadership of TV analytics, TrueCar experienced 1000% growth in UVs and sharply higher revenues. TrueCar chose to IPO in the midst of that hyper-growth.My pre-TrueCar background includes a Ph.D. in economics with a specialization in Finance. I was a Senior Economist at the Federal Reserve Board and the lead writer/co-inventor of the article introducing the "Fed Model" concept for determining whether the market was valued correctly. I also ran a small hedge fund.