Roberto Ruiz

Roberto Ruiz


An accomplished research and analytics executive, I deliver consistently strong results, demonstrated by a track record in leadership roles with global media companies, major consumer brands and strategic consultancies spanning more than 20 years. I believe wholeheartedly in the power of data-driven insights, synthesized with innovation and creativity, to drive value and revenue growth.

Leveraging a broad background in analytics, operations, sales, and marketing, I build and lead best-in-class teams that provide audience measurement and consumer insights to key clients, executive management, sales organizations and strategic stakeholders. I use these insights to develop data-enabled tools for driving multimillion-dollar revenue growth, driving business outcomes, exerting influence, and establishing market leadership.

An entrepreneurial mindset has allowed me to make a major impact at a number of organizations, including multiple award-winning ad agencies and ZICO Coconut Water.

9:45 am - 10:45 am

Maybe It's Time to Change How You Target?

How and where you spend your marketing dollars is transforming. For many, a big part of the spend used to be driven towards brand loyalists. Today, we see loyalist targeting shifting towards organic and more working dollars allocated towards acquiring new customers. Amidst these trends, technology, legislative and platform changes are leading brands to (re)discover interest based targeting in place of traditional demos. The days of predetermining what becomes TV spot vs an online video targeted at women aged 35-44 are sun-setting as marketers plan with more sophistication. Marketers are thinking about quadrants, ’this appeals to brand loyalists’ and ’this to non-loyalists’, and what order of messaging is most effective. Compound these changes with how non media channels are playing into the interest based mix including the rise of influencers and the return of experiential. So, let's discuss how interest based targeting is reshaping how we think of targeting and what effectiveness means given these shifts in spending.