Frauke Cast has been instrumental in building out the data-driven media buying practice at Just Media. And she’s taken on the extraordinary task to provide media analytics on a global scale. Her efforts have insured that the analytics processes are at the very leading edge of the industry. Most importantly, she also excels at educating clients on how to apply these processes to multinational campaigns.
According to Just Media CEO Dick Reed, “Frauke is constantly evaluating new technologies to bring to the media team to enable advanced media targeting for campaigns. Not only must the techniques be scalable across all client campaigns, but they need to be delivered into global markets. This can be a real challenge as digital media is never a consistent platform, and different markets are in very different stages of media development. However, Frauke has managed it perfectly with campaigns for Intel, Amazon Web Services, EMC and Applied Materials.”
She adds, “Digital innovation in the agency is at an all-time high with approximately 80% of our clients now including advanced data targeting techniques in the media campaigns we run.” Frauke admits that the world of international is a constantly evolving marketplace. She cites the complexities as: “Different stages of development of digital targeting, available inventory for global scale, and the ability to track into markets that may apply different rules or run non-standard systems.”
Originally from Germany, Frauke Cast came to the United States in 2004, and now enjoys living in the San Francisco Bay area. She started her advertising career in 1995 as a Team Assistant, but her love for numbers and statistics quickly got her interested in Media Planning. A year before coming to the United States, Frauke ventured over to the publisher side and worked for the Condé Nast publishing house in Munich.
Her passion in the analytics space includes solving mind-numbingly complex trafficking and tracking issues, assisting in beta testing new analytics programs for the agency, experimentation with engagement mapping tools, social and search media tracking tools and lead quality reports. She enjoys leading her team from trafficking over reporting to analyzing campaigns. Throw numbers her way and she’s happy!