Category: Team Members

MightyHive Team Interview: Will Liu, Account Manager

will liu headshotThe MightyHive Team Interview is a rotating spotlight of MightyHive employees from across the organization, providing an insider’s look into what it’s really like to be a member of the MightyHive team. 

Today we’re talking to Will Liu, an Account Manager who is based out of our New York office. 

Q: What do you do at MightyHive?

I’m an account manager! Being an account manager can mean vastly different things at different companies. As an account manager at MightyHive, I own a book of business, and within that book of business, I manage client relationships, run digital advertising campaigns, act as a strategic advisor, and help troubleshoot any platform issues.

It’s really cool to work with brands that I see out in the world and get a deeper look into how their marketing teams operate!

Q: What excites you about working at MightyHive?

So many things that I had to break it out into categories: 

Investment in Professional Growth and Development
It’s a really conducive environment for learning. The company invests a lot in training, but it doesn’t just stop there. You get to pick and choose your own learning path and explore things that are interesting to you. For example, my manager knows I’ve been learning web development in my spare time, so he asked if I wanted to learn site-side analytics and join our analytics team. Another example is that my manager offers to buy us books of our choice if we think they’ll help with our personal growth, which I think is really awesome. One of the coolest things about MightyHive is the investment not just in your growth as an employee, but also in your personal growth overall.

interview learning photos

I am also learning a lot about business and marketing just from my everyday work. Within my book of business, I get the opportunity to work with companies of all types and sizes across different verticals. This gives me a more holistic view of the business and marketing landscape, and I think that’s very valuable for my future. 

An Amazing Culture
Everyone talks about the culture of their company, but MightyHive actually delivers on that promise. I love the people I work with, and company events are always something to look forward to. The Workplace Ops team really puts in a lot of effort to create opportunities for us to have fun and get to know each other!

We have great snacks and the weekly catered lunches are always fun team bonding time. Every Tuesday is Team Tuesday, where we have catered lunch and often times we invite speakers to give presentations on various topics. Some of the last few have been about organization, eating healthy, and desktop ergonomics. 

interview culture photos

A Fast-Growing Company With Advancement Opportunities
We’re growing super fast. The office has TRIPLED in size since I started. It’s really cool to see tangible growth and to know that I’m growing with the company.

Q: What’s your day-to-day like at MightyHive?

Here’s a typical day:


9:00 – 10:00 | Grab coffee, check dashboards, make my to-do list for the day, and respond to emails
10:00 – 11:00 | Team meeting
11:00 – 12:00 | Client call
12:00 – 1:00 | Catered Team Tuesday lunch
1:00 – 1:30 | Analytics team sync
1:30 – 3:30 | Building and optimizing campaigns, media planning, billing reconciliations, answering emails
SNACKTIME because I’m hungry and the kitchen is STOCKED!
3:30 – 4:00 | 1:1 with my manager
4:00 – 5:00 | Usually another client call, or time for catching up on miscellaneous work
5:00 – 5:30 | Last round of emails for the day and clearing up that to-do list

That’s just a very average day, but some other notable recurring events I look forward to on a weekly or monthly basis are: all-hands-meetings (more catered food!), MightyFridays (we rent out a venue and the whole company goes out for a happy hour), fitness events, and onsite massages!

Q: What advice do you have for candidates considering a role at MightyHive?

This advice is directed towards candidates coming directly out of school, since that was my path. Don’t be discouraged if you don’t know much about programmatic advertising. The truth is, no one right out of school knows anything about programmatic advertising, so MightyHive doesn’t expect you to be an expert.

That being said, you should do your research on the industry and learn what you can. If you’re reading this, you’re already on the right track! We’re looking for friendly people who are eager to learn, have a knack for solving problems, and enjoy helping others. If that sounds like you, just be yourself and I’m sure you’ll do great in your interviews! Best of luck.

Interested in a career at MightyHive? Check out our open roles here, and see what Will’s colleagues are saying about MightyHive on Glassdoor.  


Press Release: MightyHive Names Jayne Babine as VP of Partnership Development

NEW YORK, June 25, 2019 (GLOBE NEWSWIRE) — Leading media consultancy MightyHive today announced the appointment of Jayne Babine as Vice President of Partnership Development. With more than 15 years of experience in sales and partnership development in media, advertising, martech and data, Babine will lead the newly-formed partnership development team. The team was created to improve the flow of information and develop new initiatives with partners across the advertising and marketing ecosystem.

“We pride ourselves on establishing a deeply-rooted exchange of value with our partners at MightyHive. In a fast-evolving technology and data landscape, nurturing these relationships and piloting new ones is a critical pillar of our mission,” said Emily Del Greco, President of the Americas at MightyHive. “Jayne’s extensive cross-functional experience and collaborative leadership style will guide our new partnership development team toward further excellence in the service of our joint clients.”

Before joining MightyHive, Babine was the Head of National Ad Sales for life stage brand The Knot Worldwide, which owns The Knot, WeddingWire, The Bump, The Nest and How They Asked. She drove the launch of the company’s first programmatic offering and leveraged its first-party data across display, video, mobile, social, custom content, event activation and national print advertising.

Babine also served as the Vice President of Media and Advertising at Neustar, where she was instrumental in building and growing Neustar’s Marketing Services business and advertising partnerships team. Earlier in her career, she held roles at TARGUSinfo, InterActiveCorp (IAC) Advertising Solutions and United Online Inc.

“MightyHive continues to scale its business and expertise in delivering the highest quality marketing services to its clients. Our partnership development efforts will strengthen our position with our partners to align business goals that drive mutual value for brand marketing strategies using our partners,” said Babine. “I’m excited to join the MightyHive team at this juncture of their business and work alongside an incredibly talented group of people across the organization.”

To learn more about the MightyHive partner development team, please contact Jayne Babine.

About MightyHive
MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of massive disruption and opportunity. Recognized as a global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy and analytics. The company is headquartered in San Francisco, with offices in New York, London, Toronto, São Paulo, Singapore, Stockholm and Sydney. In 2018, MightyHive merged with S4 Capital plc (SFOR.L), a new age/new era digital advertising and marketing services company established by Sir Martin Sorrell in 2018.

Read the press release on Globe Newswire.

Lacy Talton
Blast PR for MightyHive

MightyGuide: Vancouver


MightyHive recently announced expanded operations in the Canadian market with new regional offices opening in both Vancouver and Montreal. With increased interest in the Canadian market for in-housing and partial in-housing services, MightyHive is committed to providing local support for marketers looking to take control of their programmatic marketing.

Michelle Cunningham joins the MightyHive team with over ten years experience in the digital space, and will lead western sales and operations from Vancouver. We wanted to get to know Michelle and the city of Vancouver better, so we asked Michelle to answer a few questions about her favourite places to visit, eat, and drink in Vancouver.

Don’t miss the interactive map at the end of the blog post that shows all of Michelle’s recommendations. 

Q: What brought you to MightyHive?

First and foremost, it was the team that brought me to MightyHive. Everyone I talked to was exactly who I wanted to be working with daily in the ad tech space.

If I had to pick a second reason, I was looking for a company that bridged the service gap between the tech giants, agencies, and consultancies, which MightyHive is uniquely positioned to do.

Q: What’s your favourite part of working in Vancouver?

I love living near the ocean, and there’s plenty of coastline in Vancouver! I love that you can finish up your day at the office and head to the beach or go boating — it’s a fabulous way to end the day.

Q: What are your favourite restaurants in Vancouver?

Vancouver Restaurants Collage

Vancouver has a really great food scene happening – it’s so hard to choose favourites! For something a little more upscale for dinner I love to go to Minami for Sushi. They have a Salmon Aburi Oshi Sushi dish that is to die for! For a quick lunch to grab and go, my go-to spot is Hubbub. I always get a double order of clean slaw and a side of pulled pork.

Some other favourites worth mentioning:

Q: Favourite cultural activities?

Bird Sitting on a Branch at the Bloedel Conservatory

Source: Bloedel Conservatory Facebook

I love going to the Conservatory in Queen Elizabeth Park and the Aquarium. Not sure I would call those ‘cultural’ but they’re definitely fun activities that anyone visiting Vancouver should check out.

Q: What are some of your favourite off-the-beaten-path activities?

Whenever visitors come to town, I always suggest they take a quick ride on the Seabus. I know that it’s technically a public transit route (it links the downtown core with the north shore) but the boat ride itself is beautiful. It’s a unique and fun way to experience Vancouver.

Vancouver Seabus

Source: Google

Sometimes if I have a little time between meetings, I’ll even take a roundtrip ride just to get out of the office for lunch.

Q: Where are the best places for a great cup of coffee (or tea)?

I am not really a coffee drinker, however, if I need a little pick-me-up, my favourite place to go is Mink Chocolates. They have great teas & coffees, and of course an amazing hot chocolate.

Q: Finally, what’s your favourite neighborhood in Vancouver?

My favourite neighbourhood is definitely Yaletown, not only are there amazing restaurants all over but the walk near David Lam park overlooking False Creek is fantastic.

That being said, I also love the waterfront neighborhoods Kitsilano/Jericho Beach. When I feel like taking a little trip, the tiny suburb along the Fraser River outside of Vancouver called New Westminster is perfect and just a quick skytrain ride away.

We are excited to support Canadian marketers and agencies with an expanded regional footprint to include Vancouver. If you would like to get in touch and learn more about our services and solutions in Vancouver and across Canada, please reach out to  

Press Release: MightyHive’s Sasha Schmitz Recognized in Ad Age’s Women to Watch Europe

Sasha SchmitzSAN FRANCISCO, May 28, 2019 (GLOBE NEWSWIRE) — MightyHive, the leading media consultancy, today announced that Sasha Schmitz, managing director for the EMEA region, has been named an Ad Age Woman to Watch Europe 2019. The prestigious list honors groundbreakers, forward thinkers, and rainmakers in the marketing and advertising realm who are blazing trails with new solutions, standout creative work and business-building initiatives.

Schmitz is responsible for scaling the company’s business across Europe. In just two years, she grew the MightyHive EMEA team from three women in a co-working space in London to a 30-person team, with offices in London, Stockholm, Paris and Milan — with more offices in Europe and the Middle East to come. Under her leadership, MightyHive’s European revenue grew by triple-digit percentages in 2018, while maintaining a 100 percent retention rate across the entire region.

Schmitz has been instrumental in developing partnerships in Europe that enable better connections between media, creative and technology, resulting in better experiences for advertisers and consumers. Her programmatic expertise and deep understanding of client management have been key in securing MightyHive’s marquee European clients, who still remain on their roster today.

In 2019, Schmitz will continue to build the relationship between creative agency MediaMonks and MightyHive following the company’s 2018 merger with Sir Martin Sorrell’s S4 Capital, informing how the companies under the S4 Capital umbrella align offerings to better benefit clients.

“Having seen Sasha in action over the past few months, I am certain that Ad Age made the right decision,” said Sir Martin Sorrell, Executive Chairman of S4 Capital. “I look forward to seeing S4 Capital develop more talent like Sasha to lead the industry into the new era.”

“Sasha is an excellent example of a new breed of digital marketers, savvy across the board in technology, media and general business acumen. We made a bet on her talent and ambition to lead our entry into Europe, and the results have exceeded our expectations,” said MightyHive CEO Pete Kim. “Her leadership of the European region has been critical for our overall business growth. We are thrilled that one of our most valued leaders is receiving this well-deserved recognition.”

Schmitz added, “I am honored to be recognized by Ad Age, alongside many other outstanding women. Leadership to me is about building an inclusive culture and uniting teams across different cultural backgrounds, all while scaling the company’s business. Throughout the journey, I feel it has been critical to empower teams with strategic clarity and a collaborative structure to develop their strengths and equip them with the confidence to nurture business relationships of their own.”

To see the full list of Ad Age Women to Watch Europe 2019 honorees, please click here.

About MightyHive
MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of massive disruption and opportunity. Recognized as the global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy and analytics. The company is headquartered in San Francisco, with offices in Auckland, London, Melbourne, New York, Singapore, Stockholm, Sydney, Tokyo, Toronto, Vancouver, and Montreal. In 2018, MightyHive merged with S4Capital plc (SFOR.L), a new age/new era digital advertising and marketing services company established by Sir Martin Sorrell.

Cassady Nordeen
Blast PR for MightyHive

MightyHive Combines with São Paulo-based ProgMedia

Read about the acquisition in Portuguese or Spanish.  

Olá, Brazil!

MightyHive and ProgMedia Logos

Today, we are excited to announce that ProgMedia, a São Paulo-based programmatic consultancy, will join MightyHive. The acquisition marks MightyHive’s first entry into Latin America. Latin America is the fourth largest ad market in the world, accounting for 6.1 percent of worldwide media ad spending in 2018, and Brazil accounts for the largest spend in the region. We see a clear market opportunity in the region for global enterprises looking to scale their in-housing or programmatic initiatives, and ProgMedia adds increased geographic coverage to MightyHive’s global capabilities.

ProgMedia will become a wholly-owned subsidiary of MightyHive, and Bruno Rebouças, CEO and Founder, and Natália Fernandes, COO and Co-Founder, will remain as the leaders of the ProgMedia team. Both Bruno and Natália will take on additional responsibilities associated with regional leadership of MightyHive’s international operations servicing a global roster of clients. The Latin American operation will report to Emily Del Greco, President of the Americas for MightyHive.

In December 2018, MightyHive merged with S4 Capital. MightyHive’s expansion into Latin America is in line with S4 Capital’s strategic imperatives of broadening and deepening its functional and geographic capabilities in first-party data, content, and media.

ProgMedia: Brazil’s Programmatic Pioneers


ProgMedia was founded in 2017. After spending 3.5 years at Google on the Google Marketing Platform team, Bruno Rebouças saw a massive opportunity to build a services company focused on new marketing technologies. Many advertisers in Brazil and Latin America were in need of specialized services and the lack of qualified professionals was a significant gap in the market.

In less than two years, Bruno and Natália won engagements with enterprise clients such as iFood, a leading online food delivery service throughout Latin America, Serasa Consumidor, an Experian-owned Brazilian credit research firm, and O Boticário, Brazil’s second largest cosmetic company and the largest beauty franchise in the world.

ProgMedia’s team of specialists helps brands and agencies take advantage of data and technology for better marketing execution.

What’s Next for MightyHive and ProgMedia

ProgMedia will rebrand under the MightyHive umbrella and the team will broaden its service offering to include expertise on additional Google and Amazon platforms. MightyHive clients looking to extend their media and data capabilities into Latin America can reach out to their account team for more information.

Press Release: MightyHive Expands Canadian Leadership Teams with Two Executive Appointments

To read the French version of this press release, click here.

VANCOUVER, British Columbia, April 23, 2019 (GLOBE NEWSWIRE) — MightyHive, the leading media consultancy, today announced two key additions to its growing teams across Canada. Michelle Cunningham has been appointed as sales director in MightyHive’s Vancouver office to oversee the company’s western sales operations in the programmatic market. Brian Schwartz has been appointed enterprise consulting lead in MightyHive’s Toronto office to oversee the company’s operations within the programmatic market.

Cunningham brings over 10 years of digital experience to her new role. She started her career as the first employee at, where she played an integral part in building the brand and its online presence, eventually leading to the company’s acquisition by CBS Interactive. After the acquisition, she transitioned into a top sales executive in the tech, games and lifestyle division at CBS. Most recently, Cunningham was a senior manager of client development at Mediative, performance marketing agency.

A frequent thought leader and public speaker in the programmatic space, Schwartz brings more than 10 years in search, display and analytics to his new position. In his last role as director of programmatic at a large Canadian agency, Schwartz consulted clients looking to get the most out of their data and technology, while leading a team of programmatic traders in verticals such as telco, travel, automotive and finance.

“In order for brands to fully thrive in the ever-evolving digital landscape, it has become imperative for them to take full advantage of their data and technology. For some that could mean tweaking their current processes, for others it could be taking ownership of the entire advertising technology stack,” said Schwartz. “I’m looking forward to applying my background in digital execution through a consultative lens to help MightyHive’s clients navigate the complex digital media landscape and accelerate their path to becoming digital leaders.”

“We have seen a massive uptick in interest and action here in Canada in the areas of in-housing and partial in-housing,” said Tessa Ohlendorf, managing director of MightyHive Canada. “Canadian marketers are driving their businesses in this direction in great numbers. Due to this market reality, we have invested in Brian and Michelle to assist in managing these conversations, and help marketers move into the future they are excited about.”

About MightyHive
MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of massive disruption and opportunity. Recognized as the global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy and analytics. The company is headquartered in San Francisco, with offices in Auckland, London, Melbourne, New York, Singapore, Stockholm, Sydney, Tokyo, Toronto, Vancouver and Montreal. In 2018, MightyHive merged with S4 Capital plc (SFOR.L), a new age/new era digital advertising and marketing services company established by Sir Martin Sorrell.

Cassady Nordeen
Blast PR for MightyHive

MightyGuide: Tokyo


MightyHive recently announced the opening of our new office in Tokyo, which will serve to connect Japanese marketers with local MightyHive talent, supported by our network of digital experts across the globe.

Our team in Tokyo is looking forward to partnering with marketers in the Japanese market, helping to guide them as they take control of their digital futures through unified media and analytics. The team brings a wealth of programmatic knowledge to the APAC region, and we are very excited to welcome everyone in Tokyo to the MightyHive family.

We wanted to get to know both the team and Tokyo better, so we asked Toshihiko Honda, a Digital Analytics Specialist based in our Tokyo office, to answer a few questions about the best parts of living and working in Tokyo.

Check out the interactive map at the end of this post for more information on each of Toshihiko’s recommendations.

Q: What brought you to MightyHive?

The Tokyo office just launched in February 2019, and we are establishing MightyHive’s footprint in a new market. The Japanese digital market is huge and unique in many ways, making this an exciting opportunity to build a new branch from scratch.

“After meeting with different members of the MightyHive team, I was really impressed with MightyHive’s collaborative culture and that’s what really drew me to the company.”

Although we are based in Tokyo, we are collaborating with the entire MightyHive team globally, which allows us to tap into MightyHive’s collective expertise to support our Japanese clients.

We have a challenging task ahead of us, but working cross-functionally makes it a very exciting opportunity!

Q: What’s your favorite part of working in Tokyo?

Everyone here is very professional and projects usually proceed on time, as everyone is punctual.

The city itself is very clean and traffic is managed efficiently, so it’s easy to get around and you don’t need to worry about traffic delays.

Another bonus is the food. You can find really tasty food at a reasonable price. Good Japanese food and sake are everywhere in Tokyo!

Q: What are your favorite restaurants in Tokyo?

One of my favorite places to eat in Tokyo is in Shinbashi. It’s a business area, but it’s also famous for its many delicious Japanese style bars and restaurants (They are called Izakaya:居酒屋).

MightyGuide Tokyo- Restaurants

SOURCE: Uokin Facebook, Jidoriya Facebook, Coco Ichibanya Trip Advisor

My favorite restaurants in Shinbashi are:

  • Uokin: If you come to Japan, you can’t miss the seafood. You can find fresh seafood at a reasonable price at Uokin. They have some branches in Shinbashi, but you’ll have great seafood, no matter which branch you choose.
  • Jidoriya: Jidoriya is one of the best traditional yakitori (grilled chicken) places in Shinbashi. As the restaurant is pretty small, I would recommend you to go with a small group.  
  • Coco Ichibanya: Coco Ichibanya is a Japanse curry rice restaurant. Japanese curry is a little different than Indian curry, but it’s a Tokyo staple. Coco Ichibanya is a chain restaurant, so they have locations all over the city.

Q: Favorite cultural activities?

One of the best ways to experience the culture of Tokyo is to simply walk (or sometimes run) around the different neighborhoods. In fact, I usually spend the weekend walking around the city with my wife.

Since Tokyo is such a large, populated city, each neighborhood has its own unique personality. For instance, Otemachi is a very upscale business neighborhood around the Imperial Residence where you will find a nice view and a lot of runners. Shibuya is a very busy and crowded tourist area with shops, nightlife, and restaurants. Ginza is an upscale tourist area, and Harajuku is a popular cultural and shopping area for teens.

Just walking around the different areas in Tokyo will give you a rich cultural experience.

Q: What are some of your favorite off the beaten path activities?

Good question! Because there are so many people in Tokyo, it’s important to find a non-touristy location to spend your weekend.

My recommendation is Koganei park. Although it is located a little far from the central area, the park is not crowded and you can spend a slow afternoon enjoying the day. The park is also home to the Edo-Tokyo Open Air Architectural Museum where you can explore architecture from the Edo era.

MightyGuide Tokyo - Edo-Tokyo Museum

SOURCE: Edo-Tokyo Museum Facebook

Q: Where are the best places for a great cup of coffee (or tea)?

You should go to the Okushibu neighborhood (located near Shibuya) for the best cafes.

MightyGuide Tokyo - Fuglen Tokyo

SOURCE: Fuglen Tokyo Facebook

My favorite is Fuglen Tokyo. The interior of the cafe is from Norway, and the mood is very relaxing. There are great cafes all over Okushibu, so no matter which one you choose they all serve high quality drinks.

If seats are not available at the cafe, take your coffee to Yoyogi Park. It’s the biggest park in Tokyo and a good place to relax.

Q: Finally, what’s your favorite neighborhood in Tokyo?

While not technically in Tokyo, you should definitely visit a hot springs area while you are in Japan. It’s a big cultural activity here and is very relaxing, so one of my favorite places is the Izu Penninsula where you will find many of these hot springs.

One of my favorites is Izunagaoka Onsen. As it takes about 2 hours by train, I recommend making your visit a weekend trip.

We are excited to bring MightyHive’s services and solutions to Japan to offer full regional support, helping Japanese marketers take control of their programmatic futures and providing unified media and analytics solutions across regions. MightyHive is currently looking to fill a variety of roles in the Tokyo office. Visit our careers page to learn more and apply

Attribution Solutions: Where to Start When Digital Metrics Fall Short


“It’s important for us to help our clients build the framework to identify how their KPIs tie back to their marketing and business objectives.”

– Cullen Urbano, Enterprise Consulting Lead, MightyHive

Attribution is an integral component of any successful marketing plan. But where should marketers start with attribution modeling, and what happens when digital metrics fall short? On January 17, practitioners from across the industry met at MightyHive NYC over pizza and drinks for a deep dive into the triumphs and challenges of digital analytics, and where advertisers often go wrong.

Rachel Adams, MightyHive’s Director of Accounts, moderated a panel entitled Attribution Solutions: How to be a Hero when Attribution Models Fall Short. On the dais for the evening were Ben Rudolph and Emma Tessier, both MightyHive Project Leads, as well as Cullen Urbano, an Enterprise Consulting Lead at MightyHive. Ben, Emma, and Cullen drew on their experience with clients and their in depth industry knowledge to provide a well-rounded perspective about the best strategies for attribution modeling.

attribution panel

Left to Right: Rachel Adams, Director of Accounts; Cullen Urbano, Enterprise Consulting Lead; Emma Tessier, Project Lead; Ben Rudolph, Project Lead

We Are Gathered Here Today…

Attribution is a hot topic. The MightyHive office was packed with people who voluntarily passed up a night of binge watching Netflix to talk about it. But what makes attribution so challenging for advertisers in the first place?

Tech Companies Aren’t Great at Sharing

Our panelists all cited tech limitations and walled gardens as major factors that make it tricky to figure out how marketers should optimize their media spend. As Ben pointed out, “In the ecosystem a lot of players want to demonstrate their specific value, so they put up walls and are unwilling to share data that will give marketers a more complete picture.” He continued, “There’s also no north star for advertisers to look to that isn’t last-touch, so it can feel risky or intimidating to look at different models.”

Also, Robots Aren’t Perfect

Another often-overlooked factor when dealing with high-tech, automated solutions is human oversight. Cullen stressed the importance of evaluating every model with a human gut-check. “If you do that, you can avoid instances where an MTA model might recommend a mass reach partner with sub-20% viewability and +30% frequency.”

Rachel echoed: “Even though all the decisions we make are highly data-driven, at the end of the day there’s an element of ‘does this feel right?’ Does something seem off? Are these impressions even viewable? Is there an instance of fraud? Are we utilizing all of the verification tools we have at our disposal, etcetera, that only a human can evaluate.”  

But Humans Aren’t Perfect Either

However, before even talking tech, all agreed that marketers need clearly defined KPIs and a full view of business objectives before they can tackle attribution modeling. Emma noted, “So many clients freeze when you ask, but they need to understand their KPIs and the platforms they’re running across. Someone who understands multi-touch attribution realizes the need to address the full funnel, whereas someone who’s not as intimately exposed might think it makes sense to allocate budget to last-touch because that’s what they see as driving conversions. They don’t understand how different touchpoints work together.”

Cullen and Emma both pointed out a common problem: clients who optimize towards the wrong goal. For example, if an advertiser makes most of its sales offline, they may be better served by optimizing for top funnel brand awareness than web traffic.

Attribution Challenges IRL

When asked about interesting attribution problems they’ve helped clients crack, Ben referenced a client with the “pragmatic goal of trying to be less wrong.” This comment elicited a chuckle from the audience, but he continued, “It’s a great way to think about attribution because there’s never really an end-state. This client wanted to move away from last-touch, so we shifted to a fractional model which was very successful for them.” Although the fractional model helped the client optimize budget, it’s still an iterative process as the ecosystem and consumer behavior are constantly in flux.

Cullen and Emma both pointed out a common problem: clients who optimize towards the wrong goal. For example, if an advertiser makes most of its sales offline, they may be better served by optimizing for top funnel brand awareness than web traffic.

Similarly, Emma recently worked with a client who was focused on brand awareness, but stated KPIs as ROI and sales. Emma guided the client towards an MTA model that incorporated offline and third-party vendor data to create a less biased full view across channels.

There’s Hope Yet

Though tech limitations and walled gardens can present roadblocks for marketers, tools like Amazon Attribution, Google Analytics 360, and tech stacks that move away from proxy metrics are a step in the right direction for advertisers trying to marry disparate data sources.

MightyHive is Up to the Task

The MightyHive team, well-versed in Salesforce and Amazon Advertising solutions and globally certified across the Google Marketing Platform and Google Cloud, is uniquely qualified to help marketers solve complex attribution challenges. In fact, when asked what’s most exciting about working at MightyHive, the panelists all indicated that they love tackling new and interesting problems.

“We’re in a new frontier where we get to come up with processes to help companies figure out problems no one else is helping them solve.”

– Emma Tessier, Project Lead, MightyHive

“One Size Fits All” Isn’t MightyHive’s Thing

One such problem, which Cullen and the MightyHive consulting team recently addressed, was working to onboard a client’s first-party data to make it available to different attribution systems. While the most straightforward answer was to use an onboarding partner, sometimes that can yield match rates below 30-40%, which makes it difficult for advertisers to glean useful insights.

“We did some interesting things where we combined several approaches,” Cullen described. “We started with an onboarding partner, and for unmatched records, we used third-party and DMP data to model out lookalike audiences. We also included second-party data partnerships, and rounded them out by amplifying first-party login info, married to offline data where possible.” Using this strategy, the team was able to produce much more indicative results, giving the advertiser a 70-80% match rate.  

We’re Hiring… Big Time

If learning about new ways to approach complex digital analytics challenges excites you, MightyHive is hiring around the globe! Check out our careers page to learn more.   

Press Release: MightyHive Appoints Training Expert Rashaad Jamal as Vice President of Learning and Development

SAN FRANCISCOJan. 15, 2019 /PRNewswire/ — Leading media consultancy MightyHive today announced the appointment of Rashaad Jamal as Vice President of Learning and Development, to oversee the company’s world-class employee training programs known for creating programmatic experts. Jamal brings more than 10 years of training and coaching experience to this position.

MightyHive VP, Learning & Development Rashaad Jamal Headshot

Rashaad Jamal, Vice President of Learning and Development, MightyHive

“The support and training we provide our people, as well as to our customers, underpins MightyHive’s ability to deliver transformative marketing results,” said Pete Kim, CEO and co-founder, MightyHive. “We believe there is a 10:1 disconnect between the demand for and supply of programmatic experts today. Rashaad’s experience working with elite teams will be invaluable in ensuring MightyHive employees and our clients achieve their full potential.”

In this role, Jamal will fortify two internal programs and create additional programs for the continued development of its on-boarding and up-skilling capabilities. He will refine the curriculum of MightySchool, the company’s intensive training boot camp for new employees that brings a new hire with any level of experience up to technical competency and able to start executing digital campaigns, to ensure the program is able to meet the needs of the rapidly growing global staff. In addition, he will oversee MightyResume, a professional development program that helps employees set career goals, identify skills they need to achieve those goals and creates pathways to pursue those skills while at MightyHive.

“MightyHive’s unparalleled training programs have created a way to turn people with critical thinking and problem-solving skills, but no programmatic background, into experts in six months or less,” said Jamal. “I look forward to working with the team’s high-caliber recruits as we take their learning and development programs to the next level.”

Before joining MightyHive, Jamal was Engagement Manager at McKinsey & Company, where he helped some of the world’s largest and most well-known companies transform the performance, health and capabilities of their organizations, delivering impact to their bottom lines. Prior to that, Jamal served as a carrier pilot and an instructor pilot in the United States Marine Corps.

About MightyHive
MightyHive is a new breed of media consultancy that partners with global brands and agencies seeking transformative marketing results in a time of massive disruption and opportunity. Recognized as a global leader in advanced marketing and advertising technologies, MightyHive provides consulting and services in the areas of media operations and training, data strategy and analytics. The company is headquartered in San Francisco, with offices in New YorkLondonTorontoSingaporeStockholm and Sydney. In 2018, MightyHive merged with S4 Capital plc (SFOR.L), a new age/new era digital advertising and marketing services company established by Sir Martin Sorrell in 2018.

Cassady Nordeen
Blast PR for MightyHive

SOURCE MightyHive

Read the press release on PRNewswire.

MightyGuide: Stockholm With Marcus Sundvall, Sales Director, Nordics


MightyHive recently announced our expansion into the Nordic market, with the opening of MightyHive Sweden—headquartered in Stockholm.

Our Nordic sales team is lead by the experienced digital leader, Marcus Sundvall. Marcus will work alongside our Nordics Account Manager, Andreas Gimmerborn. We are very excited to welcome both Marcus and Andreas to the MightyHive team.

We wanted to get to know Marcus and Stockholm a little better, so we asked him a few questions about his favorite places in Stockholm and what makes it such a special place to live and work.

Check out the interactive map at the end of this post for more information on each of Marcus’ recommendations.

Q: What brought you to MightyHive?

There are a few things that brought me the MightyHive. I received a recommendation from a MightyHive partner to check you out. I also had heard some buzz about MightyHive and wanted to learn more.

“When I met the team, I was truly impressed by the deep expertise of everyone in the company. It also helped that everyone at MightyHive is so friendly!”

I believe there is a gap in the Nordic programmatic market that MightyHive is well positioned to fill. With the number of multinational corporations headquartered in Stockholm, it’s a huge advantage to work with a partner like MightyHive that has standardized services and offerings globally.

Q: What’s your favorite part of working in Stockholm?

I really love the environment in the city — It’s just the right size, neither too small nor too big. Unlike most cities, Stockholm has a lot of parks and water so it’s a very green city.

There is a unique mix of multinational corporations and start-ups, so it’s a very exciting city to work in. It also challenges everyone in Stockholm to constantly be striving to improve themselves – I guess you could say we’re a city of overachievers!

Q: What are your favorite restaurants in Stockholm?

stockholm restaurants - photos of food

I love all the different varieties of Asian food. Stockholm has a lot of really great Asian restaurants, but my favorite is Berns Asiatiska. It’s right in the center of town and they offer a wide variety of different regional dishes. You tell your waiter your preferences and suddenly all these different fantastic dishes appear. You never know what you’re going to get, but everything is great and you’ll enjoy every bite.

There is also an amazing Sichuan restaurant called Surfers that serves delicious, spicy food alongside inventive drinks like apple pie—which actually tastes like apple pie! The wait staff are very knowledgeable and will sit down with you to walk through the menu and make recommendations.

For a nice night out, I also enjoy Strandvägen 1. It’s located next to Dramaten, the most famous theater in Sweden and in a very posh part of town. The menu is bistro style with a selection of great food and drinks. They also have a rotation of artists who perform on their small stage at night, which makes a nice experience. Plus, it’s a great place for people-watching—you just might catch a few Swedish celebrities while you are there.

Q: Favorite cultural activities?

I have two small(ish) children which doesn’t always allow for too much time enjoying Stockholm’s cultural scene. The one I miss the most is being able to go to the movie theatre and enjoying that full experience—candy, popcorn, and all.

That being said, there are certainly a lot of great cultural activities for small children and we all enjoy being able to take advantage of the green space in Stockholm when the weather is nice.

Q: What are some of your favorite off the beaten path activities?

best of stockholm archipelago

I don’t know if this counts as “off the beaten path” but I really love to ride the old steamboats to the archipelago, getting off on an island and finding a small restaurant with a view, having some food and watching the kids play around—that is true quality of life!

Q: Where are the best places for a great cup of coffee (or tea)?

When I lived in town, there was a cafe just outside my house that was run by three New Zealanders. They’ve split up across different shops, but no matter where they are there will be good coffee. You’ll be able to find great coffee at Snickarbacken 7, GULD, and Kafé Orion.

In general, the coffee scene has simply exploded over the last 5-10 years so you will find good coffee pretty much everywhere now.

Q: Finally, what’s your favorite neighborhood in Stockholm?

I love Vasastan, I lived there with the family for about 12 years before moving out to the suburbs. Vasastan is known for its large park called Vasaparken, where there is a huge football field that turns into an ice skating rink in winter and has a big play area for kids.

Vasastan also has a LOT of restaurants, all of the previously mentioned cafés are there, theaters, etc. You will also find many boutiques, shops – pretty much anything you could need is there so it’s very convenient.

We are excited to bring MightyHive’s solutions to Sweden, Denmark, Norway, and Finland to offer full regional support, helping Nordic marketers take control of their programmatic futures and providing unified Google Marketing Platform Solutions across regions. MightyHive is currently looking for skilled account managers to join this enterprising team. Please visit our careers page to apply.