Senior Manager, Media Analytics
The Analytics Changemaker
Trevor Hadick is the definition of an emerging leader. In his short career, he has a proven track record of partnering with marketers to provide valuable insights and recommendations to drive their business. He is dedicated to mentoring and developing talent within his team, and he is committed to diversity and inclusion efforts at Merkle.
Trevor Joined Merkle in March 2020. He dove headfirst into a leadership role for top client Cancer Treatment Centers of America (CTCA), who needed a campaign to convince patients to continue treatment throughout the COVID-19 pandemic. Trevor quickly optimized analytics reports and identified two channels (Over The Top TV and Connected TV) to capitalize on the popularity of streaming video. Merkle launched targeted campaigns across large metropolitan areas to reach and encourage patients to continue lifesaving care.
Trevor developed an innovative closed-loop measurement plan to gauge results. Data from OTT/CTV providers told CTCA who was seeing the ads, when, and how often. Trevor’s team combined this information with first-party conversion data. Over the six-month campaign, one million households generated over 100 conversions, resulting in a cost per conversion 60% lower than the campaign’s target. Because of the numbers, CTCA extended the campaign through the end of 2020, increased their budget by 216% in Q4, and expanded to more markets.
Trevor’s efforts and results have been recognized industry-wide with a finalist nod for Data Award from MediaPost and Campaign Media awards shortlist for Best Media Plan: OTT & TV—for both Merkle and CTCA. Ivan Stamenov, CTCA’s VP, Marketing Operations and Technology, says, “Trevor has been instrumental in CTCA’s success and has become an extension of our team working tirelessly to deliver exceptional results.”
When not working on client campaigns, Trevor serves as Merkle’s Lead of Diversity & Inclusion Ethnicity Pillar. He partners with Merkle’s CEO and senior leadership to advocate on a range of issues, and promotes diversity and inclusion across teams, offices, and agencies around the world by speaking at various internal and external events.