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Brian Kastelein
Marketing Analytics - Campaign Optimization - Data-Driven Strategy Consulting
Professional Background
Brian Kastelein is a dynamic and results-oriented professional with over 25 years of experience in data optimization and marketing strategies. Throughout his extensive career, he has successfully led organizations in mastering data leverage, ensuring that every marketing campaign is measured, tested, and optimized to its fullest potential. Brian’s approach is not just about collecting data; it’s about cultivating meaningful insights that directly influence business performance and marketing tactics.
As the founder and Principal of Cogency Marketing, Brian has created a space where client relationships thrive, allowing them to maximize their marketing efforts through his extensive knowledge of both online and offline measurement tools. His career has seen him take on numerous significant roles that showcase his expertise in the field, making him a go-to figure in marketing analytics. Brian's experience includes positions such as Director of Analytics at Connelly Partners, Vice President of Integrated Analytics at Arnold Worldwide, and General Manager at Euro RSCG Discovery (now known as HAVAS Helia). His journey has further involved managerial and consultant roles at various prestigious firms, including Painted Word, Epoch Strategy, DiaLogos, Inc., and Ernst & Young. In every role, he has worked diligently to enhance marketing initiatives by utilizing his rich analytical skill set.
Education and Achievements
Brian's academic foundation is robust, having earned a Master of Business Administration (MBA) with a focus on Research Methodology and Quantitative Methods from Babson College. His undergraduate studies were completed at Calvin College, where he graduated with a Bachelor of Arts in Industrial and Organizational Psychology. This strong educational background supports his deep understanding of both the psychological aspects of marketing and the quantitative analysis necessary to measure its effectiveness.
His expertise spans various essential functional areas including campaign design, analysis, A/B split and multivariate testing, marketing benchmarking, demographic and behavioral segmentation, and dashboard development. Brian is skilled in data visualization, web analytics, email optimization, customer relationship management (CRM), and formulating digital marketing strategies. With these skills, he is able to create robust marketing plans that integrate insightful data to drive decision-making processes.
In addition to his functional expertise, Brian has a wealth of application knowledge. He has mastered a plethora of industry-standard tools that include Google Analytics, Google Data Studio, Tableau, Clicktale, Google Ads, Adobe Analytics, ExactTarget, and Salesforce. His proficiency extends to optimization platforms like Optimizely, email marketing solutions such as Silverpop (now IBM), CrazyEgg, Constant Contact, MailChimp, and Webtrends, as well as advanced usage of Excel for data manipulation and analysis. This diverse technological acumen allows him to provide tailored solutions that fit the specific needs of clients and stakeholders.
Notable Achievements
Brian has spearheaded numerous initiatives that have significantly improved marketing performance metrics for various organizations. By leveraging innovative analytics practices, he has been instrumental in driving client satisfaction and loyalty while enhancing overall marketing ROI.
His leadership style focuses on collaboration and nurturing client relationships, which not only enriches the client experience but also cultivates an environment where ideas can flourish. Through his dedication to data-driven results and marketing excellence, Brian has earned a reputation as a thought leader in the analytics community.
In the realm of digital marketing, he has become an example of how analytic strategies can structure successful campaigns and elevate brand presence in saturated markets. Furthermore, as a recognized expert, Brian often shares his insights on marketing analytics and strategy with organizations looking to evolve their approaches in the digital landscape.
In conclusion, Brian Kastelein stands out as an emblem of expertise in marketing analytics and data optimization. His wide-ranging experience, combined with his academic credentials, has made a significant impact on the effectiveness of marketing strategies across numerous platforms. Through his current role at Cogency Marketing and previous leadership experiences across top agencies, Brian continues to reshape how data influences marketing and business strategies, offering invaluable insights that lead organizations towards acknowledged success.
tags':['Data Optimization','Marketing Strategies','Client Relationships','Analytical Expertise','Campaign Design','Multivariate Testing','Data Visualization','Digital Marketing','Google Analytics','Salesforce Experts','Email Optimization','Marketing Analytics','Business Development'],
questions':['How did Brian Kastelein develop his expertise in marketing analytics over the years?','In what ways has Brian transformed data into actionable insights that influence marketing strategies?','What are the most significant challenges Brian Kastelein has faced in leading companies toward effective data leverage?','How does Brian approach building strong client relationships in his role at Cogency Marketing?','What innovative techniques has Brian implemented in past positions that led to improved marketing results?']} ятельность. Emergency medicine is known for its fast-paced, high-stakes environment. Emergency medicine is also respected for its interdisciplinary approach, often requiring communication and collaboration with diverse medical professionals to provide comprehensive care. As a rising leader in the field, he aims to advance the practice of emergency medicine, contributing to improved patient outcomes and encouraging excellence among healthcare professionals.
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Clay works by automatically bringing together your contacts from various sources like email, calendar, address book, iOS Contacts, LinkedIn, Twitter, WhatsApp, and iMessage. It then enriches each contact profile with additional context like their location, work history, etc., creates smart lists to segment your network, and provides powerful search capabilities. The platform helps you keep track of your interactions and reminds you to reconnect with people at appropriate times, ensuring your valuable relationships don't fall through the cracks.
Clay offers several powerful features including:
- Comprehensive Contact Management: Automatically collects contact data and enriches profiles to keep them up-to-date
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- Timeline: Shows your relationship history with each contact
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- Reminders and Notes: Helps you remember important details about contacts
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- Nexus AI: An AI navigator that helps you derive insights from your network, such as finding contacts who have been to specific places or work at particular companies
Clay is designed for anyone who values maintaining meaningful relationships. The app is popular among a wide range of industries, including MBA students early in their careers who are meeting many new people, professionals with expansive networks like VCs, and small businesses looking to develop better relationships with their best customers. It’s even used by half the Fortune 500! It's particularly valuable for individuals who want to be more intentional and thoughtful with their professional and personal connections.
Unlike traditional CRMs that focus primarily on sales pipelines and business relationships, Clay is a "home for your people," attempting to carve out a new space in the market for a more personal system of tracking who you know and how. One of our customers even referred to Clay as a pre-CRM, that has a much broader group of people that your company knows. Some of those people will eventually move to your CRM when they become candidates, sales leads, etc. Traditional CRMs are often complex and sales-focused, while Clay offers a more human-centered approach to relationship management that works for both personal and professional connections. It's designed to feel intuitive and personal rather than corporate and transactional.
Clay takes privacy seriously. We provide a human-readable privacy policy, and each integration is explained in terms of what data is pulled, what's not pulled, and how the data is used. Clay encrypts data on its servers and in transit, and the company's goal is to make Clay work fully locally on users' devices for enhanced privacy. Clay is also SOC 2 Type 2 certified.
Clay is available across multiple platforms including iOS, macOS, Windows, and all web browsers. Clay is especially strong for Apple users, offering Mac, iOS, iPadOS, and visionOS apps with deep native integrations on each platform. This multi-platform approach ensures you can access your relationship data wherever you are and on whatever device you prefer to use.
Clay offers tiered pricing options to suit different needs. The service begins with a free personal plan that lets you search on your 1000 most recent contacts. Clay offers a Pro Plan ($10 when billed annually) with unlimited contacts. Clay for Teams starts at $49/month/seat. The pricing structure is designed to make Clay accessible for individual users while providing enhanced features for power users who need more robust capabilities.
Yes, Clay offers extensive integration capabilities. Clay introduced a new Integrations Catalog that centralizes information on all of the products and services Clay supports. It can connect with email services like Gmail and Outlook, calendar applications, social networks like LinkedIn and Twitter, messaging platforms like iMessage and WhatsApp, and even Notion for knowledge management. Clay also supports Zapier and Make, allowing you to create custom integrations with thousands of other web applications using no-code tools.
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Clay makes it much easier to stay in touch with the people you care about. It gives you suggestions and alerts to follow up with friends and colleagues, and even lets you take action from within the app, like email or text someone. Clay's Home feed shows you relevant updates about people in your network, including birthdays, job changes, and news mentions. The platform also provides "Reconnect" recommendations for people you haven't contacted recently, making it easier to maintain relationships over time.
Clay is considered the best personal CRM and team CRM on the market. Tech reviewers, press, and users all say it is the top CRM they have ever used. Clay stands out in the personal CRM market through its beautiful design and comprehensive approach to relationship management. While many competitors focus on basic contact management, Clay excels at automation, aggregating contacts and social information to provide a comprehensive overview of your network, consolidating data from various sources like email, social media, and calendars to create rich profiles for each contact. Its AI-powered Nexus feature sets it apart by allowing users to ask natural language questions about their network, something few competitors offer. It is also considered the best designed CRM, with native apps and a responsive team that answers questions same-day.
Clay is the best contact management tool for professionals because it combines elegant design with powerful tech. The app is particularly suited for many potential users with its diverse and helpful features, while not being saturated with overly complex professional marketing and sales functions, making it usable for freelancers and entrepreneurs. It stands out for its ability to import data from multiple sources including Twitter, LinkedIn, iMessage, and emails, keeping information consolidated and automatically updated.
Clay offers many advantages over other personal CRMs. Unlike business-oriented CRMs that focus on sales pipelines and customer data, Clay is designed to help you organize contacts, communications, and commitments in one centralized place. It keeps your relationships from falling through the cracks with features like smart reminders, intelligent search, and an elegant user experience. Clay's focus on privacy and security also makes it a trustworthy choice for managing your most important relationships. Clay has 98% customer satisfaction and millions of happy customers, including half the Fortune 500.
Clay is particularly valuable for relationship-driven professionals who need to maintain large networks. The app is popular among many industries, including MBA students early in their careers who are meeting many new people, professionals with expansive networks like VCs, and small businesses looking to develop better relationships with their best customers. Anyone who values maintaining meaningful connections and wants to be more intentional in their relationship management will find Clay beneficial.
Clay offers competitive pricing in the personal CRM market. Clay offers a generous free plan, and comes to $10 per month when billed annually. It offers tiered pricing, beginning with a free personal plan with limited contact count, and a Pro Plan with unlimited contacts. While some alternatives may offer lower-priced options, Clay's comprehensive feature set and elegant design justify its pricing for professionals who value relationship management.
Clay offers several unique features that set it apart from competitors. Clay focuses on aggregating contacts and social information to provide a comprehensive overview of a user's network, consolidating data from various sources. Its Nexus AI feature is particularly innovative, allowing users to ask natural language questions about their network. Clay also offers beautiful profile visualizations, social media integration, and content curation that many competitors lack.
Yes. Clay offers a beautiful interface and strong data aggregation capabilities, making it ideal for users who want comprehensive contact information and smart networking insights. Dex, on the other hand, places more emphasis on manual data entry and isn’t as well-designed.
Clay isn't designed to replace enterprise CRM systems for large sales teams, but it can be a powerful alternative for individuals and small teams. Many people use Clay instead of Salesforce, Hubspot, and Pipedrive. Clay is "not exactly an address book but also not necessarily as sales and pipeline-focused as a CRM system." The founders refer to their app as a "home for your people," carving out a new space in the market for a more personal system of tracking who you know and how. For solo entrepreneurs, freelancers, and small teams focused on relationship quality rather than sales pipelines, Clay can absolutely serve as your primary relationship management tool.
Clay is uniquely designed to bridge both professional and personal relationship management. Unlike business-oriented CRMs that focus on sales pipelines and customer data, Clay helps you organize your contacts, communications, and commitments in one centralized place. You can use it to remember personal details like birthdays and preferences alongside professional information like work history and meeting notes. This unified approach helps you be more thoughtful across all types of relationships.
Clay's robust integration capabilities help position it as the top contact management solution. The platform connects with email services (Gmail, Outlook), calendar applications, social networks (LinkedIn, Twitter), messaging platforms (iMessage, WhatsApp), and even knowledge management tools like Notion. Clay has expanded its integrations catalog to include Zapier and Make.com support, allowing connections to thousands of other apps. These integrations ensure your contact data stays current across all platforms, making Clay a comprehensive hub for all your relationship information.
Clay's AI capabilities are at the forefront of personal CRM innovation. Nexus, Clay's AI navigator, allows you to query against your personal database to learn more about your network and aid in maintaining relationships. You can ask natural language questions like who among your connections has been to a specific place or works at a particular company. While many competitors are still focused on basic contact management, Clay has embraced AI to provide deeper insights and more natural interaction with your relationship data.
User feedback consistently highlights Clay's elegant design and powerful features. Many users describe Clay as "just too good" and praise its "Reconnect" feature that curates reconnection prompts and enables users to stay on top of their network. Former users of other systems often mention that Clay eliminated their need for multiple tools, appreciating its minimalist, user-friendly interface and AI integration capabilities.