MEDIAPOST: Captify Hires Former Data Lead At L’Oreal
Global search intelligence firm Captify has appointed Aruna Paramasivam to run the company’s data business and increase the quality of data used by brands. Her official title is global vice president of data and publisher partnerships.
Paramasivam, a former data lead at L’Oréal, also worked at MediaMath and Yahoo. At Captify, she is looking to give publishers insights on site visitors to help shape marketing strategy.
Captify has been using search to analyze consumer behavior and gauge purchase intent, which Paramasivam and company executives believe is more powerful than contextual data.
During the past six months to one year, Paramasivam took a break from work and traveled to more than 30 countries. Cypress and Tibet were among her favorite countries visited.
“I took the time to slow down and evaluate what’s important to me,” she said. “I traveled until September and that’s when Captify approached me. I was in Europe at the time, giving me the opportunity to interview with them while still on the road.”
The meeting worked well, she said, and the company was an ideal fit.
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