Independent digital agency Sparro has bolstered its data capability, with Dan Baker joining the team as product director.
Baker will work with the Data Lead and team of four data scientists to expand Sparro’s data offering. This covers data and CRO projects across lifetime user value, user segmentation and analysis, media attribution studies and GA4 analytics transitions.
Baker starts at Sparro following ten years at TAFE NSW where he led the Digital Experience Platforms. His experience spans digital marketing, product management and human-centred design.
Baker says: “What attracted me to Sparro — and something I’ve always admired — is their relentless pursuit of value for their clients, willingness to push boundaries and their growth culture.
Sparro is developing some incredible products with enormous value opportunity, and I’m thrilled to build upon and deliver more innovative solutions for all of Sparro’s clients.”
Sparro Partner, Cameron Bryant said: “We’ve known Dan for some time and he has incredible passion and a measured approach to everything he does. It was easy to picture him in this role driving huge change."
“There’s been a monumental shift in how we target, track and measure; there’s never been a greater need to lean on our own data to understand our market, creative and media impact."
Sparro has been actively hiring to keep up with rapid growth, now at 110 people across Sparro and Jack Nimble. The agency has doubled in number over the past year and has built a specialised training program for all STEM graduates to attract problem-solvers into the everchanging field of marketing science.
Sparro agency revenue was up 50% YoY for FY21, following major new client wins and existing client growth. The business has also broadened into performance creative, affiliate, conversion optimisation, data projects and wider media services.
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