Thought leader spotlight: Lierin Ehmke
Behind the data are our world-class thought leaders. Over the next month, we will be introducing you to the people responsible for Comperemedia’s industry expertise.
Get to know Comperemedia Senior Digital Marketing Analyst, Lierin Ehmke. Lierin is responsible for producing syndicated and custom reports and providing omnichannel insights that enable clients to thrive within the digital space across a range of industry sectors.
Q: What topics do you specialize in?
A: I specialize in digital marketing with a focus on clickstream as well as paid channels: display, video, paid search and paid social. My research typically focuses on the financial services and travel industries.
Q: How did you get to where you are now?
A: My interests in media and marketing strategy started during my time at Horizon Media as a strategist. I eventually migrated to purely digital insights working as a consultant at SimilarWeb, a clickstream data provider. After a few years of learning the ins-and-outs of all things digital, Mintel reached out to me to help begin the Omni team, and voila!
Q: If you could have lunch with anyone in your industry, who would it be and why?
A: Scott Galloway – I have been following his videos for a while. His insights are well-researched and his delivery is magnetic. His book The Four gave me a newfound perspective on the impact champion brands have on their respective industries.
Q: Tell us about a brand campaign or shift in strategy that has recently caught your eye?
A: I’m very intrigued by Robinhood’s acquisition of the email newsletter Market Snacks, which is now branded as Robinhood Snacks. This reflects a trend in the startup world of companies investing in their own content hubs (Bumble, Away, and Airbnb all have their own magazines). Robinhood’s move to distribute news is an effort to give customers trust and confidence, two elements that are known barriers in investing, which (hopefully) results in more purchases and product engagement. Brands like Robinhood are investing in more control of both the research funnel and purchase funnel, which are closely tied in industries like investing and retail.
Q: What is your favorite part about your job?
A: I love the challenge of taking several data points, like pieces of a puzzle, and fitting them together to create an insightful story. It’s especially fun when we find fresh perspectives for our readers. Our team also practices-knowledge sharing on a daily basis, and I love learning from the intelligent people I work with.
Q: Last but not least- tell a fun fact about yourself.
A: My name comes from a romance novel! Which is equal parts cool and cringy. The book has decent reviews on Amazon.