In 2012, Mark Travis was introduced to Michael Wolfe as someone with a genius process for measuring advertising effectiveness across all channels; TV, Radio, Out of the Home, Digital, etc. It was a process that required several extremely complex spreadsheets and a few software packages that have long been absorbed or abandoned by larger companies. That began the genesis of a partnership that endures with Fractal Rock Solutions.
It took a few years, but Mark finally committed to build the company full-time in 2020. Mark formalized all of Michael’s processes and added state of the art best practices and created a platform that is a robust and powerful advertising strategic planning and monitoring platform. Fractal Insights facilitates the optimization of advertising expenditures to maximize revenues and provide ongoing feedback of actuals to plans. We have a very exciting roadmap planned because we want to help the Marketing and Advertising teams become the MVPs of their organizations!
Michael Wolfe is President of Bottom-Line Analytics LLC, a Premier Partner of Fractal Rock Solutions. With over 30 years of experience in advanced marketing analytics and effectiveness modeling, he leads Bottom Line Analytics, a company that specializes in helping blue-chip brands optimize their marketing resources and assets. He has devised unique methods for measuring the impact of traditional, digital, and social media on customer behavior and brand performance. He has published multiple papers and patents in this field, and is recognized as an innovation leader and a global consultant.
More information can be found at: https://bottomlineanalytics.com
Mark Travis is Founder and CEO of Fractal Rock Solutions. His passion is helping companies leverage technology to simplify business processes and maximize returns. He began his career with IBM, and developed a customer focused, global, big picture mentality from the start. First working with IBM Marketing and Services building mainframe software systems in support of the global IBM Sales organizations. He later joined the IBM Technology team at the Atlanta Olympics where he designed and built the real-time statistical software systems for Indoor and Beach Volleyball that were seen by millions of people around the world via TV, Scoreboards, and press reports. He co-founded IBM’s Lawson ERP practice and finished his decade and a half career with the IBM Software Group in support of the Eclipse Project and WebSphere Studio Marketing. Since leaving IBM, he has worked with dozens of companies such as IHG Hotels, North Highland, Resilience Alliance, User Insight, Raytheon, and others as a product management and technology consultant.