Collins joins tenured team as demand for advertising attribution accelerates
C3 Metrics, the global leader in cross-channel advertising attribution measurement and accountability, today announced that Greg Collins has been named CEO.
A 25-year veteran in enterprise software and marketing services, Collins has held senior positions with industry leaders including Price Waterhouse, DataSource, Open Secure Access, Basho Technologies and Reynolds and Reynolds, the leading IT platform in the retail automotive industry.
Collins’ experience encompasses a broad range of functions including enterprise-level service delivery, planning and complex corporate development. Collins has developed and grown SaaS businesses from ideation through accelerated growth, external financing, servicing and ultimately selling them to the world’s largest enterprises.
Most recently, Collins led strategy consulting at Cape Fear Advisors, LLC. He has completed and integrated over 70 merger and acquisition transactions throughout his career.
“Artificial intelligence and machine learning are enabling, for the first time ever, advertisers to attribute real-world outcomes with specific changes in advertising spend, media and mix. C3 Metrics is leading this emerging and exciting confluence of technology and market demand for new, actionable, real-time insights into marketing activities,” said Collins.
“Greg brings an impressive track record of building successful SaaS businesses,” said Mark Hughes, Chairman and Co-Founder at C3 Metrics. “He joins us at a time of accelerated growth and when we are significantly scaling our SaaS business model. We look forward to leveraging his expertise and knowledge for our continued expansion and for the benefit of our clients.”
About C3 Metrics
C3 Metrics is a global leader in cross-channel advertising attribution measurement & accountability. Built by marketers and supported by their real-world insights, C3 Metrics’ award-winning Attribution Data Cloud provides independent measurement across all TV + digital advertising channels to deliver the greatest impact for the next advertising dollar spent. On average, companies using C3 Metrics report +44% increases in return on advertising dollar investment (ROI).