Anametrix Names Veteran Marketing and Analytics Strategist Pelin Thorogood CEO and Board Director


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SAN DIEGO – Jan. 3, 2013 – Anametrix co-founder and Chairman of the Board
Blaise Barrelet today announces Pelin Thorogood will succeed him as CEO of
the first cloud-based, real-time digital analytics platform and will join
the company’s board. Effective immediately, Thorogood, a 20-year veteran
marketing and analytics strategist and Anametrix CMO, will lead the
company’s growth as it extends its platform to help Global 2000 marketers
use analytics to improve return on marketing investment (ROMI).

• Following the October Series A funding by growth equity firm TVC Capital,
Anametrix is in an accelerated growth phase. Thorogood will direct the
company’s strategy, expand the team to meet rapidly growing customer needs
and introduce groundbreaking platform innovations – ranging from social
collaboration and mobile analytics to predictive analytics.
• Anametrix is built by marketers for marketers, and Thorogood’s promotion
from CMO to CEO and director demonstrates the company’s commitment to
serving the real-world, real-time analytics needs of multichannel marketers.
The platform offers sophisticated analytics to marketers, enabling them to
improve campaign performance, increase customer lifetime value (CLV) and
uncover new sources of revenue.
• Customer demand to leverage analytics to demonstrate ROMI is increasing
rapidly. In the past quarter Anametrix has substantially expanded contracts
within its Fortune 100 client base and added several new customers,
including Condé Nast, EvoFem and Yellow Pages Canada. The company has also
opened regional offices to better serve customers in Atlanta and San
• To accommodate new hires across all departments, including an expanding
team of data scientists, Anametrix will move its corporate headquarters this
month to 5414 Oberlin Dr., Ste. 250, San Diego, Calif., more than doubling
its current square footage.
• In addition to her new roles at Anametrix, Thorogood will retain her
positions on the boards of Online Marketing Institute and Technology
Leaders, and she will continue to serve as Executive-in-Residence for her
alma mater, the Johnson Graduate School of Management at Cornell University.
• Both in 2011 and 2012 Thorogood was named one of the “20 Women to Watch”
by the Sales Lead Management Association and is a regular speaker and author
on marketing analytics, social marketing and related topics, most recently
at eMetrics, Digital Analytics Association (DAA), Online Marketing
Institute, Sales 2.0 Conference, Cornell Strategic Marketing Conference,
Content Marketing Institute, destinationCRM and Cornell Enterprise.
• Blaise Barrelet, Anametrix co-founder, will continue to assist in his
capacity as chairman of the board. He also will be exploring opportunities
to extend the Anametrix analytics platform to new markets through his
investment firm Analytics Ventures.

Blaise Barrelet, co-founder and CEO of Anametrix
“Pelin is the dream CEO for our three-year-old company. She is a proven
business leader, expert and innovator in digital analytics. Her first-hand
knowledge in multichannel marketing will contribute to Anametrix’s
accelerated growth as we help our customers predict and improve their
revenue growth by transforming their marketing effectiveness.”

Steve Hamerslag, TVC Capital’s Co-Founder and Managing Partner
“As the lead investor in Anametrix’s Series A round, TVC Capital immediately
recognized what a superstar we had in Pelin Thorogood. We are in the
marketing-analytics business, and Pelin is one of a handful of true experts
in the world. Few people have her depth of knowledge and experience combined
with the leadership skills it takes to be a great CEO. Her appointment is a
big win for our company and customers. Moreover, it allows Anametrix’s
chairman to continue championing the company as he pursues his passion for
cultivating a San Diego ecosystem where analytics innovators can thrive.”

Pelin Thorogood, CEO of Anametrix
“Both Anametrix and the digital analytics industry are at a tipping point of
accelerated growth, and I’m honored to be the company’s new CEO during this
pivotal time. Building on our Chairman Blaise Barrelet’s legacy in the
analytics sector, I pledge to execute with rigor on innovation, performance,
quality and creativity in every area of our business. In the near term our
team will introduce product innovations in predictive analytics and social
collaboration and enhancements to our mobile analytics capabilities. We will
also expand upon our customer support program to enable current and future
customers to achieve returns on marketing investment they never thought


Anametrix transforms marketing with digital analytics. We collect, analyze,
and make sense out of data across all marketing channels in real time to
enable marketers to discover new truths about customers, prospects, and the
market at large. Anametrix delivers 360-degree visibility into business data
to uncover new trends and hidden correlations, explore new relationships,
and deliver a bigger and more predictable impact on revenue. Founded in 2010
by the trailblazing web analytics team behind WebSideStory, Anametrix has
headquarters in San Diego, Calif. For more information, visit, Twitter, LinkedIn, Facebook, Google+ and our blog.

Anametrix is a trademark of Anametrix. Other company and product names are
trademarks of their respective owners.

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