Digital marketing company LotLinx has named Dataium founder Eric Brown its president and chief product officer.
Brown, 57, founded Dataium in 2009. The company tracks the online shopping behavior of consumers and, with the information, determines how well certain advertising is working and suggests adjustments that might boost sales.
IHS acquired Dataium in 2015.
Brown joined LotLinx in September as president of LotLinx Media Holdings. He will continue to oversee the media holdings subsidiary and the new LotLinx Enterprise Group, which is tasked with developing the company’s cloud-based digital platform.
LotLinx technology enables stores to tailor VIN-specific campaigns to drive online traffic to certain vehicles. The Chicago company launched its cloud-based LotLinx Turn platform at the National Automobile Dealers Association annual convention in January.
LotLinx Turn lets dealers analyze their inventory to see which vehicles are getting the most online hits. The extra insight makes it possible for dealers to direct digital marketing dollars to the vehicles that need it most.
Brown said the digital marketing world has evolved since he founded Dataium.
“When I founded Dataium, I thought I was late, but it turned out we were really early in some respects in terms of understanding how to use contextual behavior to identify the best consumers for the right message and right costs,” Brown told Automotive News, adding: “What’s happened in that time frame is more folks have come to understand how to use data, how to make data actionable and how to deliver amazing results for dealers.”