David Joosten is a first-party data specialist who currently advises several Fortune 100 companies on their data strategy and how to combine data science and marketing to drive growth. He is co-founder and co-CEO of GrowthLoop and CTO of Crimson Advantage, a media agency.
After several years as a marketer at Google — for Google Ads (B2B) and Android (B2C) — David leveraged his experience to found Metria Analytics, a consumer analytics startup.
Recognizing the rise of first-party data, David co-founded GrowthLoop in 2015 to find a scalable, technology-first solution. By advising marketing and data science teams at companies like Google and Mercari, David and his team realized you could extend the data cloud with marketing capabilities like segmentation and measurement. This approach disrupts existing marketing technology solutions by using:
- First-party data strategies, including cloud architectures, data governance strategies and implementation roadmaps, especially in light of regulatory and technology changes.
- Segmentation modeling, such as RFM clustering and lifecycle models.
- Machine learning and predictive modeling applied to marketing for such outcomes as retention, upsell, engagement, lifetime value and product recommendation algorithms.
- Measurement and attribution modeling, such as controlled multi-channel experiments, multi-touch attribution models, and engagement-based attribution.
As co-CEO of GrowthLoop, David helps advise major clients in financial services, technology, retail, e-commerce, sports, healthcare, and many other industries. Clients include Indeed, NASCAR, the Boston Red Sox, and Google. He seeks to educate other industry leaders on the value of marketing built on the data cloud while continuing collaboration with partners at Snowflake and Google.
David holds a bachelor’s degree in economics from Harvard University and a master’s degree in computer science from Stanford University, focusing on data science and cloud computing systems. When he’s not working, David enjoys spending time with his wife and two children. He loves our national parks, including camping and hiking, and vacationing in Spain with family and friends.