Umbel Names Dr. Thomas Evans as Chief Research Officer to Evolve Traditional Audience Measurement Methodologies

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Research Executive at ESPN and former chair of Media Rating Council recruited to bridge traditional research practices with emerging measurement technologies to deliver the new standard

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Dr. Tom will provide invaluable expertise to enable Umbel to leverage traditional research principles and then extend them using innovative technologies like social and big data to increase research relevance to brands.

Umbel, the standard for digital audience measurement, today announced the appointment of audience research legend Dr. Thomas Evans as Chief Research Officer (CRO). Effective immediately, Evans will spearhead all research activities: methodologies, metrics and approaches at Umbel.

Dr. Evans’ role will fuse his extensive traditional research experience (including Nielsen and Arbitron) with Umbel’s proprietary technology, leveraging social and big data, to improve upon the known inconsistencies and gaps of traditional media measurement and introduce a better standard for measuring digital audiences. With Umbel’s audience insights in-hand, publishers can directly increase the value and effectiveness of their inventory as well as empower brands and advertisers to address exact audiences through segmentation.

“We are honored and humbled to have Dr. Tom leading our research initiatives and demanding an extremely high quality product for our clients,” said HO Maycotte, Founder of Umbel. “Media consumption habits are shifting at an incredible rate. Users are consuming news, entertainment and advertising through digital channels that are extremely measurable, yet the market is still left with dated research approaches to address these audiences. It is the dawn of the Audience Economy. Dr. Tom will provide invaluable expertise to enable Umbel to leverage traditional research principles and then extend them using innovative technologies like social and big data to increase research relevance to brands.”

Evans brings over 30 years of research experience to Umbel; on the publisher side at ESPN, Westwood One and ABC (American Broadcasting Company) and on the media research side with giants Nielsen Media Research and Arbitron. He is an innovator who has consistently pushed for new standards in research and has served as a chairman of the Media Rating Council, has served on the Audio Research Committee for Interactive Advertising Bureau (IAB) and currently serves as co-chair of various Advertising Research Foundation Committees.

“For the first time, it is now technically possible to connect qualitative with quantitative audience measurement,” said Dr. Tom Evans, Chief Research Officer at Umbel. “I am thrilled to be a part of the much-anticipated point in audience research where we can truly understand the ‘who’ behind ‘how many.’ The Umbel team has what it takes to change the world of research as we know it and I am honored to be part of this exciting endeavor.”

Evans is the latest in a series of strategic hires by Umbel including the appointment of advertising veteran Amy Bickers as Director of Agency Solutions and the naming of Paul Krasinski, former senior vice president of Digital Media and Analytics at Arbitron, as Chief Executive Officer. Umbel is wasting no time expanding its proven team of serious and established audience measurement experts to achieve business goals on the heels of the announcement of the company’s $3.7 million Series A funding round, led by Austin Ventures and supported by Knight Foundation.

The Austin-based startup is working with a number of major brands such as the Boston Bruins, Streetwise Media, and Austin City Limits, building leverage with real insights and realizing additional revenue in the process. The company is currently in private beta.

For more info about Umbel, visit:

Full press materials, including detailed company information, product screenshots and company logos can be found here:

About Umbel

Umbel is the standard for digital audience measurement.

Umbel is an audience measurement company that cross-­correlates big data from social and other sources to empower publishers, agencies and advertisers with revenue-­generating insights. Umbel leverages social data at great scale to deliver unique insights about the people who engage with a site, service or brand.

Umbel was founded in 2010 by Meredith Maycotte, Higinio (H.O.) Maycotte, Travis Turner and Nick Goggans. Based in Austin, TX, Umbel is currently in private beta.

To learn more about Umbel, visit

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John Robert Reed
Jones-Dilworth, Inc.
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