Dimitris Tsioutsias

Welcome Aboard: Dimitris Tsioutsias, SVP Measurement & Optimization Solutions

Dimitris comes to Annalect with a true wealth of experience, on both the agency and client-side, that few in the industry possess. Let’s get to know him…

What drives your passion for work?

I started working in the industry just after doing my Ph.D. thesis in Optimization Neural Networks. The allure of integrating data, analytics and technology — to effect significant, measurable impact on business metrics — really struck a chord with me.

So began my fifteen years with DAS/Omnicom agencies (Targetbase, Javelin, RAPP), and another eight on the client-side (American Airlines, Aegon, Bank of America, Petco [where most recently, I headed Marketing & Media Analytics]).

What excites me? Engineering solutions for real-world problems, while always seeking more integrated frameworks of strategic decisioning. It’s equal parts innovation and adaptation.

Of course, knowing that few in the world possess my team’s collective depth of experience, makes me proud.

Tell us a little about your 1P/CRM experience.

Absolutely. I’ve done some exciting work in that realm. For instance…

For one of the biggest players in private Medicare, I developed a behavioral segmentation of their members for differentiated communications and sales strategies, and the company’s first-ever suite of LTV models. Both of these projects were part of an integrated solution which improved the ability to accurately forecast new acquisitions and profits — ultimately leading to the prioritization of wellness programs.

Working with a large auto manufacturer, I leveraged 1P brand transactions and behaviors to build customer intelligence assets. Resulting 1P-modeled lookalike audiences saw a significant lift in performance: 40% lift in sales rate for target audiences; 23% reduction in CPS; +$15M incremental ROI.

For a world-leader in infant formula, I used 1P data from their customer rewards program to improve the brand’s ability to identify and reach moms in pre-natal and post-natal stages. Our data/tech approach incorporated real-time analysis of Twitter conversations. After analyzing an upfront sample of the Twitter “firehose” with NLP algorithms, ML models were able to nurture relationships via social, with personalized responses based on predicted life-stages and needs — driving 17% greater opt-ins and sales.

What do you most enjoy doing, outside of work?

I’m originally from Greece, and my wife is from Spain — two places where life is lived fully, and all senses are engaged — so I really appreciate working for a company that values work/life balance.

I spend as much time as I can with family (including our English Cocker Spaniel) and friends, experiencing the things we love: food & wine, travel, skiing, sailing, F1 motorsport racing … or sometimes, I’ll just lose myself in a good book.

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