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Firm That Measures Facebook ROI Hires MediaVest Exec As CMO

Steven Wolfe Pereira Heads to DataLogix After Leading Walmart, Multicultural Efforts

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Marketing-analytics firm Datalogix, which whose research links offline sales to advertising on social-media sites Facebook and Twitter, has named Starcom MediaVest Group executive Steven Wolfe Pereira as its new chief marketing officer.

Steven Wolfe Pereira
Steven Wolfe Pereira

Mr. Wolfe Pereira was exec VP of MediaVest and managing director of its multicultural agency MediaVest Multicultural (MV42), a post he attained in 2010 after leading MediaVest efforts for Walmart and helping spearhead the giant retailer's focus on the Hispanic market.

As CMO of Datalogix, he'll be responsible for brand advertising, corporate communications and other marketing initiatives as well as leading its global agency partnerships. He'll join the company early next month and be based in San Francisco.

Datalogix has experienced a boom as the major social networks have gone public and pushed harder for data to prove their advertising sells products. That's more challenging for packaged-goods marketers or retailers that get most of their sales offline, such as Walmart or its big suppliers.

The firm, which can anonymously link social-media profiles to offline sales data such as loyalty-card programs, was one of several research, analytics and data firms brought one by Facebook early this year. Twitter similarly hired Datalogix in August to help demonstrate sales from promoted tweets as it prepared its initial public offering.

Among Datalogix' findings in a broad study of CPG advertising earlier this year for Facebook was that campaigns with the highest reach on the social network tended to deliver the best return on investment -- a finding that clearly pleased Facebook.

Mr. Wolfe Pereira said in an interview that he became familiar with Datalogix's work in part from his work at Walmart. He has more than 20 years of industry experience, including working at MediaVest with Coca-Cola Co., Kraft Foods, Procter & Gamble Co. and Microsoft. He's also worked at Univision and Akamai Technologies and said he welcomed a chance to return to the technology industry.

Datalogix CEO Eric Roza said in a statement that his company is "at an inflection point" as the ad industry increasingly sees "the importance of focusing on buyers rather than clickers," and that Mr. Wolfe Pereira's experience makes him perfect to help communicate that.

"Marketers want to shift the conversation from impressions and clicks to buyers and sales," Mr. Wolfe Pereira said.

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