Management Team
Jennifer Zola Partner, Director of Strategy and Insights
Jennifer Zola is Partner, Director of Strategy and Insights for Outrider, a leading global search marketing company and the only search firm with a dedicated analytics department. Her background in data analysis and statistical modeling enables sound campaign development and strategy to be applied online. As head of the analytics division for the Outrider, Jennifer analyzes client campaign data to help guide strategy and optimization recommendations. She provides clients with an integrated approach to direct response marketing in search, online and TV, focusing on action generation and ROI metrics in both media planning and campaign reporting. Additionally, she is responsible for assessing the impact of cross-media on campaign performance metrics, as well as the effectiveness of in-market campaign tests from a statistical vantage point. Jennifer serves as a valuable analytics mentor and resource for Outrider client service teams. She is a frequent author of strategy briefs for Outrider, and has been published in MediaPost publications and the DM News Direct Marketer's Guide.
Critical thinking and seasoned experience are just highlights of the great value Jennifer brings to Outrider and its clients. She is a proven thought leader and innovator in the search industry, having developed proprietary tools for search marketing including 360° Search Media Reporting, Search Keyword Analysis Selector and Pay-Per-Click (PPC) Optimizer. She has helped market-leading clients such as Accenture, NBTY, Xerox and Coach, to better interpret and understand the multiple levels of results in their campaigns by designing customized search media reports that factor in specific client needs.
Jennifer's hand plays an integral role in successful search campaigns for Outrider clients. She continually provides analytical review of client campaign data to identify optimization points and re-allocation, and identifies trends based on current and past data. Jennifer's analytics insights led to an expanded scope of a PPC campaign and analytics involvement for Outrider client Brinks in 2006, based on the prior year's analytical insights. For another client, Sears, Jennifer created integrated models to assist with reporting and implantation to meet client-specific needs. Her insights from a diminishing returns and marginal benefit analysis for both holiday and non-holiday periods for this client led to a recommendation — and client approved — increase in the search engine marketing budget.
Prior to joining Outrider, Jennifer served as a senior consultant for PricewaterhouseCoopers and manager at Resolution Economics and Internet. She has interned with major media and entertainment companies including ABC and MGM. While at ABC, she assessed integrated marketing opportunities for the network's TV shows. For MGM, she investigated mobile marketing as a new channel to promote and distribute the company's theatrical assets. She is a graduate of the UCLA Anderson School of Management (MBA) with a focus in marketing and entertainment management.
Jennifer Zola is Partner, Director of Strategy and Insights for Outrider, a leading global search marketing company and the only search firm with a dedicated analytics department. Her background in data analysis and statistical modeling enables sound campaign development and strategy to be applied online. As head of the analytics division for the Outrider, Jennifer analyzes client campaign data to help guide strategy and optimization recommendations. She provides clients with an integrated approach to direct response marketing in search, online and TV, focusing on action generation and ROI metrics in both media planning and campaign reporting. Additionally, she is responsible for assessing the impact of cross-media on campaign performance metrics, as well as the effectiveness of in-market campaign tests from a statistical vantage point. Jennifer serves as a valuable analytics mentor and resource for Outrider client service teams. She is a frequent author of strategy briefs for Outrider, and has been published in MediaPost publications and the DM News Direct Marketer's Guide.
Critical thinking and seasoned experience are just highlights of the great value Jennifer brings to Outrider and its clients. She is a proven thought leader and innovator in the search industry, having developed proprietary tools for search marketing including 360° Search Media Reporting, Search Keyword Analysis Selector and Pay-Per-Click (PPC) Optimizer. She has helped market-leading clients such as Accenture, NBTY, Xerox and Coach, to better interpret and understand the multiple levels of results in their campaigns by designing customized search media reports that factor in specific client needs.
Jennifer's hand plays an integral role in successful search campaigns for Outrider clients. She continually provides analytical review of client campaign data to identify optimization points and re-allocation, and identifies trends based on current and past data. Jennifer's analytics insights led to an expanded scope of a PPC campaign and analytics involvement for Outrider client Brinks in 2006, based on the prior year's analytical insights. For another client, Sears, Jennifer created integrated models to assist with reporting and implantation to meet client-specific needs. Her insights from a diminishing returns and marginal benefit analysis for both holiday and non-holiday periods for this client led to a recommendation — and client approved — increase in the search engine marketing budget.
Prior to joining Outrider, Jennifer served as a senior consultant for PricewaterhouseCoopers and manager at Resolution Economics and Internet. She has interned with major media and entertainment companies including ABC and MGM. While at ABC, she assessed integrated marketing opportunities for the network's TV shows. For MGM, she investigated mobile marketing as a new channel to promote and distribute the company's theatrical assets. She is a graduate of the UCLA Anderson School of Management (MBA) with a focus in marketing and entertainment management.