Today, Barbara Karasek, CEO of Paradise Advertising & Marketing, was one of 30 digital executives to receive 2019 Cynopsis Digital “IT List” Award honors. In its seventh year, the Cynopsis Digital “IT List” reflects the best and brightest movers and shakers in digital media, online video content, and digital advertising.
Karasek received the award at the annual ceremony in New York City alongside nominees from blue chip agencies and brands like BET, Comedy Central, Digitas, Disney, Hulu, NASCAR, NBC Universal, Publicis, and more.
Karasek’s honor centers on the development of the Paradise Data Depot, the agency’s digital analytics platform rolled out to clients in late 2018. A consumer and digital behavior data junkie, Karasek has built a career studying consumer lifestyle, spending, and interconnectivity, and blending demographic, psychographic, and neurographic data to ultimately yield marketing success.
Each agency-client benefits from an analytics portal and reporting dashboard system exclusive to their own sales and marketing data. The Data Depot ingests client sales and marketing data and overlays consumer behavior, finance, and lifestyle data sources. The result is attribution based mix-models, allowing the agency to extract real-time data-led business insights for clients.
“With digital marketing moving so fast, we created a mar-tech approach in all that we do in order to aggregate complex, real time sales, marketing and consumer data into attribution-based dashboards,” said Karasek. “Our team members love playing in data sandboxes and we make quicker, more informed digital media and marketing decisions because of it. Naturally, our client’s success has followed.”
Karasek has more than 20 years of experience leading brand and consumer marketing, sports and entertainment, partnerships, licensing, e-commerce, consumer products, retail, and operations for companies such as SeaWorld Parks & Entertainment, PGA TOUR, NASCAR, and the United States Olympic Committee.