Reaching Audiences: Exploring Opportunities
in Hispanic Media and Market Research
With an understanding of consumer behavior and delivering greater communications relevancy, Randy Crimmins has spent his career turning data into actionable insights and highly targeted marketing strategies. He has been responsible for the introduction of a number of innovative customer loyalty programs and helped numerous retail organizations adopt a data-based, analytically driven approach to their businesses. With the emphasis today on digital applications and social media, much of his current work is helping retailers capture, manage and optimize data insights and communications strategies across the myriad of traditional and new media channels.
Crimmins started his career with Kmart Corporation, leading its early efforts into geo-demographic segmentation and targeting, followed by six years at RL Polk, one of the country’s leading direct marketing organizations. Seeing a need for more strategic and structured data-based marketing efforts, he started the Targeting Group in 2001, as a retail-focused, customer-centric marketing consultancy. In 2007, he switched sides of the desk and joined United Supermarkets as vice president of marketing. While at United, he focused on moving from a traditional, print-heavy, mass marketing model to a more data-driven, customer-specific approach within traditional and new media channels. Currently, Crimmins is senior partner at Go Think!, a retail marketing and business consultancy based in The Woodlands, Texas, where he leads their analytics, loyalty and digital integration efforts.
He is a native of Lubbock and holds a bachelor’s degree in advertising from Texas Tech University. He serves on the National Advisory Board of the College of Media & Communication.