Game Changer Profile
Sean Shoffstall, Founder at Crave Metrics Read insights
Digital marketing entrepreneur and strategy innovator Sean Shoffstall is pioneering a more relevant and measurable approach to messaging in today’s multi-channel world of engagement. Shoffstall formerly delivered data-driven marketing strategies for Fortune 500 brands at Teradata. Now, he is a prominent speaker and thought leader who is widely credited for successfully leveraging the “Quantifiable Creativity” marketing approach.
Despite the emergence of numerous new marketing technologies, Shoffstall told BPI he sees the state of innovation in digital marketing as stagnant, with training that lags the landscape, and marketers who spend too much time mastering complex technologies and too little time on messaging and strategy.
Sean founded his own company, Crave Metrics, which will serve as the host for a software product with game changing potential. Having decoded both B2B and B2C customer brand engagement within growing channels, data and devices, Shoffstall is writing the code that he believes will automatically cut to the relevant numbers.
Sean tells BPI: “My ultimate goal is to benefit the marketer and the end consumer. The marketer wanting to create an awareness campaign should be able to log into our platform Crave Metrics, and find the top five awareness campaigns that have run in the last six months. The marketer can then find the right marketing mix that is perfect for a given audience and truly considers how to help the end consumer. If we start messaging customers with the right marketing message mix, then we can send fewer messages to consumers." He adds “Our goal is to have an alpha out at the end of June, and we have already identified a few key customers to be working on that pilot with. We will hopefully have an open beta in mid-September.”
Shoffstall says the past seven years has seen a significant consolidation of platforms. Marketers are spending more time on technology than on messaging. He believes we need to bring the power of the marketing message back, leveraged by the power of platforms.