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.
College of Media & Communication
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Address
Texas Tech University, Box 43082, Lubbock, TX 79409 -
Phone
806.742.6500