Patrick Acosta Email & Phone Number

Cincinnati, Oh , Us

At Claritas We help companies find customers. Simply and quickly, at scale. And not just any customers: Their best customers.Our approach has been used by brands for more than 4 decades and has been proven to be “best-in-class”. Whether I am talking to one of the largest brands in America or a start-up our data can help identify the right customers, define who they are and most important activate against them from offline, online and direct marketing. Our solutions are customized for each situation.So if you can’t answer the questions below without emailing someone – shoot me a note and I’ll take you out to lunch to discuss:1. Do you know who your customers are and what they look like?2. Can you activate against your segments in TV, Radio, Print, Digital and DM?3. Do you know your anonymous website visitors?

Portland, Or, Us

Led the media department which was responsible for 80% of revenue for the agency. I was brought in to stop the losses of clients once they had maxed out on DRTV. To solve this issue it was clear that clients were hungry for more strategic and forward thinking on top of our successful DRTV optimization tools.The biggest desire was to understand who their next best customer was going to be and how to reach them. To achieve this, we built out a customer segmentation system that allowed us to quickly and easily identify that next best prospect and how to reach them.Specifically, we were able to see how their targets were watching TV vs. the generic A25-54 targets most agencies were using. This approach led to significant efficiencies in year one with savings of 20+% not uncommon. We had built a digital like approach for TV.This work stopped agency losses of big clients and retention was near 100% on key clients. Key Achievements• Won 19 media pitches• Drove Peloton media and creative insights (2017)• Delivered 5 major customer segmentation studies in 12 months + pitches (Peloton, Smile Direct, Credible, Leesa, The RealReal)

Boston, Los Angeles And New York, Us

I was brought to Mullen in the summer of July 2011 to help establish an industry leading Analytics group to help match Mullen’s great creativity. I inherited a small but robust group of analysts who were hungry for success but limited by past leaders. To help achieve success a vision and path was quickly established to focus and create purpose both internally and for clients. The group went from being an ad-hoc, back end machine to a sustainable strategic offering: Customer Segmentation, Advanced Business Solutions (Media Mix Modeling, Forecasting, etc.), Campaign Insights and CRM.We quickly grew and clients began to say, “I had no idea Mullen could do that.” Almost 6 years later we have quadrupeled in size and been critical in many of the agencies recent wins. In many cases, analytics with planning will lead the strategic conversation. There are very few questions our clients can ask that we can’t answer. We believe strongly in the saying, “Before it could be done. It couldn’t.” We work in an imperfect industry with imperfect data and it’s our job to bring clarity and direction to our clients business. Key Achievements:• Offer Customer Segmentation, Advanced Business Solutions, Campaign Insights and CRM• 35 FTEs vs. 7 FTEs in Jul 11• 111% FTE/Employee vs. 71% in Jul ’11• 4x Revenue Growth vs. Jul ‘11

Dallas, Tx, Us

In early 2008, AT&T decided to create a Media Services team to manage their $2 billion advertising budget. Like many large corporations the media landscape became too big and unwieldy for their marketing departments to handle.I was brought in to lead the Media Services: Insights & Innovation team. My key goals were to turn-around their Wireless MMM project, understand the AT&T customer better to impact media planning and find new ways to monitor what our competition was doing in all media.Media Mix ModelingShortly after my arrival I was quickly brought into a meeting and told, “Patrick you need to get this turned around….fast. It’s a disaster.” Knowing the importance of getting the data right and the granularity it takes to get the models to fit – I built a team within MediaEdge that was woefully staffed into a 20+ person machine that delivered billions of dollars-worth of data on a regular basis. A year later, AT&T had their first successful MMM. The model was critical in optimizing AT&T’s $2 billion media budget. Customer Segmentation“So what do we know about our customers?” A simple question that soon revealed that we at AT&T didn’t know much about who our customer were and who offered us the best opportunity in driving revenue (ARPU). While there was some basic customer understanding: the value of each customer, number of lines, etc. Partnering with Nielsen and utilizing their PRIZM data we began to breakdown all 55+ million customers in key targets and markets. This work allowed for key-learnings in driving several media strategies. The biggest insight was that only 60% of the US offered any real opportunity which helped narrow down our focus since the US wireless market is 100+% penetrated.Key Achievements:• Lead the first successful MMM project in AT&T history• Developed Customer Segmentation to help drive better media plans• Provided Competitive Spending forecasts that delivered spend levels within <10% of actuals.• MRC Board Member

Richmond, Va, Us

My core responsibility at The Martin Agency was to help manage Alltel. Alltel was one of the largest local media advertisers at the time. My night job was to build tools and new ways to look at data for new business pitches.AlltelWhen I arrived I quickly applied my knowledge from working on MCI and broke down the Alltel business. We presented the client with opportunities we uncovered: insufficient TV GRPs (TV SOV), running in the wrong DMAs and lack of offer in the market. In partnership with the client we made the necessary changes over the next two years to deliver results. Alltel doubled their subscriber base in 3 years – the majority coming from organic growth.Innovations/New BusinessOne of my other passions is analyzing data through technology. I love building tools using relational databases which allows for ease of data manipulation and process optimization. Here are a couple of tools I built:1. The Vault: “I have no idea what my media plan looks like...” This comment came from the Walmart client during the pitch process. In less than a week, my team (me and a planner) built a fully capable tool that delivered everything a client could ever want to know about their advertising. The client was so taken by this tool that after presenting on almost no sleep for a week they all stood up and gave me a standing ovation.2. SpyGlass: Understand your competitor’s TV schedule in a click of a button. SpyGlass utilizes Kantar data and automates analysis by breaking down TV schedules in 14 different ways (ex. or i.e. time of day, day of week and POD position). This provides in-depth analysis and enables real-time adjustments that take advantage of competitors’ weaknesses.Key Achievements• Helped Alltel to double their subscriber base• Built multiple tools to help analyze and optimize agency processes• Integral in key new business wins: Walmart and UPS

This is where I started my agency career working on great brands like Evan and Dunkin Donuts as an Assistant Media Planner. I was in charge of delivering detailed reports for all regions. This was accomplished through a proprietary data system that I maintained and enhanced. After less than a year I was promoted and helped to run MCI (prior to Worldcom). It was a struggling brand that burnt people out due to the intense work schedule. The chaos was largely driven by the clients need to understand why AT&T’s 1-800-Call-ATT was beating them in market share.The first 6 months on the account I worked on building a tool that allowed us to breakdown AT&Ts TV schedule the day after it aired. This led us to become the first major brand to shift our dollars from broadcast to cable TV. This strategy grew the business and after only 2 years the budgets soared from $200 million to $750 million allowing us to partner and bring firsts like the X-Games.