Nikki Retallick Takes on Data and Attribution at AOL

AOL has revealed the appointment of Nikki Retallick to a new role in its team in Sydney, Australia. The position will focus on data and attribution, two fundamental building blocks in AOL’s unified programmatic solution for publishers, advertisers and agencies alike. Nikki will work across Australia and the APAC region.

Nikki has been with AOL for more than two years and is part of the leadership team for the AU operation. Her new duties reflect the importance the company places on the use of data to inform better audience-centric marketing strategies and to measure outcomes through AOL Platforms’ Attribution capabilities.

Speaking about her new role, Nikki said, “Given the scale challenge we face in Australia and SEA, we have to be more innovative and strategic in the way we broker and utilise data to enable a single view of the consumer across every marketing touchpoint. Having the ability to link users across multiple devices enables brands and their agencies to better understand the customer journey and what influences purchase decisioning. The ONE by AOL tech stack is an Open Ecosystem, which means it's critical that we partner and integrate with the most prominent technologies that enable our clients’ best in breed planning, buying, selling and measurement capability, whilst maintaining ultimate control over their proprietary data".

Mitch Waters, Managing Director ANZ at AOL believes Nikki is a perfect choice, having held roles in direct response, agency-side, ad-serving and ad-tech. She also led the local launch of Converto, AOL’s multi-touch attribution engine, which integrates spend data from media vendors to automatically calculate ROI and provide optimisation strategies at a very granular level.

“Data and attribution are being recognised as vital elements of a leading technology stack and we are experts in this field. Nikki will help promote our products, educate the market and seek out ways of building on our success,” said Mitch. Key to this will be expanding the regional presence of Converto, whilst sourcing local opportunities for data partnerships that can enhance the effectiveness of the entire ONE by AOL platform.

Nikki’s move to this new role is effective immediately.