Data and the New Creative Class - Interview with Brian Zuercher, VP Strategic Partnerships at ICX Me
Discussions revolving around the implementation of data in the content marketing pipeline have changed over the course of a calendar year. In as much time as it’s taken to get decision makers on board with consumer analysis, the word data has become synonymous with measurement, relegating it to the last item listed on a post-production to-do list. Enter companies like ICX Media who are out to upend that definition by demonstrating the value of integrating data early in the creative process, achieving a balance between creativity and data science that uplifts all. Brand Storytelling met with ICX Media’s Vice President of Strategic Partnerships Brian Zuercher to discuss the art/science balance and how ICX helps achieve that balance for creators and marketers alike.
How did ICX Media get its start? What was the impetus for opening up shop?
At the heart of ICX Media is a curiosity about the future convergence of art and science. Our founder, Mike Avon has been operating at the intersection of data and marketing for years.Mike helped launch Millennial Media as a venture capitalist and later joined the company to lead its successful growth phase and IPO (NYSE: MM).
ICX Media is a response to the ‘democratization of content’-- a phenomenon born from the prevalence of mobile technology and ability for everyone to self-broadcast on social platforms. With this revolution of the media industry comes the new emergence of a “creative class.” ICX Media allows both creators and marketers access to better data about audiences, to inform their future creative endeavors, which in turn provides better video for content consumers.
Tell us about the growth ICX has seen over the last year and how that’s changed the company’s capabilities.
For the first 18-24 months, the ICX Media team focused on building out the core technology to withstand massive data and computational needs associated with processing video and video data at scale. For the last 7 months, ICX Media has been focused on going to market. We’ve grown to 40 employees including installing our presence in NYC and LA. In May we acquired SEEN, a Columbus, OH-based creator tech and service company that had been working with big brand clients bringing to life creator storytelling through influencer marketing campaigns and media properties.With this high-caliber team and established tech foundation in place, we are now moving beyond project-based work to begin onboarding our first major enterprise clients in media, entertainment, and brand marketing. Fun times!