Young Pros Spotlight

Matt Marrazzo, Age 26

Research Analyst, Ad Effx & Data Partnerships – BuzzFeed
Spring 2017

What is your proudest professional accomplishment?

Growing Tasty and Goodful as ad products has always made me proud because we knew early on that they would have a major impact on the lives of our readers and, consequently, the way that people consume content online.

What is your biggest professional challenge?

The media world moves incredibly fast! Which is great because it keeps things exciting, but it also presents an interesting challenge to media researchers because we need to be up to speed on all the latest products, platforms, and accompanying research solutions in a world where the rules can change at any time. Balancing the day-to-day with classes, conferences, and industry events to address these changes is a challenge I am constantly working on.

How has being an ARF YP member impacted your career?

Being a member of the Young Pros has helped me up-level the work I’m doing day-to-day by introducing me to best practices in the industry. Being able to engage with peers is invaluable, especially because as researchers we’re so inclined to share with each other versus “compete” with each other. At the end of the day we all want to move the world of measurement forward and we can work together to establish the best ways to do that.

What’s an example of a company/brand that you think is doing a great job?

I am constantly impressed with the work that Spotify is doing with their data. I think that there’s a lot to be said for the kind of surprise and delight that accompanies the Time Capsule and Wrapped playlists – they make music a social experience that encourages sharing and discussion while keeping the brand at the center of the discussion. This is the kind of thing that a platform with rich data can do amazingly well right now and something that all brands should take note of as the ad world moves toward an even more consumer-centric view. The brands that can create these experiences at scale will succeed.

What’s your dream job? (If money was no object, what would you do?)
Travel blogger – hands down! What could be better than seeing the world and getting paid for it?

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