September 14, 2017 – MarTech Series – MTS: Tell us about your role and how you got here? What inspired you to be part of a technology innovation company?
I came to the US from Hong Kong when I was a teenager. I had learned English primarily from books and practiced it only in a classroom environment, so when I arrived in this country, I naturally gravitated to STEM subjects because they didn’t depend as heavily on English proficiency. I also enjoyed them, and my confidence built as I excelled at them.
My love of math and science led me to Caltech and then UCLA, where I continued to concentrate on STEM. By the time I finished my degrees in math and science, I knew I would pursue a technology-related career.
When I joined UberMedia in 2012, our small (but mighty!) team pivoted UberMedia from a social media app developer to an early pioneer in mobile advertising technology. I am very proud that we provide some of the highest quality mobile data solutions to power advertising, attribution measurement, and data insights. Our unique mobile location intelligence engine refines, analyzes and contextualizes mobile data to creatively solve persistent business challenges in a way that has never been done before — and we accomplished this with a talented and diverse workforce, and a lot of dedication and hard work.
We’re already in a completely different ecosystem than when I joined UberMedia, and I expect the pace of change to only accelerate in the next five years. Being in the mobile space means that UberMedia must constantly innovate. That’s what makes our work so inspiring and gratifying.
MTS: Given the changing dynamic of online engagement with customers, how do you see the marketing automation and location analytics market evolving by 2020?
I think the evolution will happen in two ways. First, marketers will continue to improve their use of location analytics for targeting media spend and measuring advertising effectiveness. For every present-day use case in targeting or attribution, there are layers of sophistication and optimization that marketers will realize through their accumulated experience and the maturation of the tools themselves. That’s an evolution of depth.
The second form of evolution will be in breadth.
By 2020, …
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