About BrandSavant
Hi there! I’m Tom. BrandSavant is a blog about the proliferation of data being generated by social media, and how to actually gain insight from this data. Despite (and perhaps because of) the metric tonnage of data being generated by today’s web analytics, deriving representative, actionable data remains a challenge for marketers, brand managers and pretty much anyone trying to hit a target. I’ve spent nearly 20 years telling stories with numbers and trying to gain insights from consumers through interviews, focus groups, ethnographic research and good ole’ survey research, and I hope to share some of what I have learned (and am still learning!) here on this blog.
I am currently Vice President, Strategy and Marketing for Edison Research (you know us best as the company that provides all of the exit polling data for the networks during the U.S. elections and primaries–if you watched coverage of the 2008 Presidential Election, you saw our data.) If you’d like to contact me about research opportunities, please visit Edison’s contact page and I’ll get right back to you. Otherwise, contact me here. I’m also on Facebook, LinkedIn and the Twitter.
It goes without saying that the opinions expressed here are my own and in no way reflect my current employer. But, hey, I said it anyway.
I’ve been fortunate to work with some very bright people in my career, and am grateful for the kind things they’ve said about my work:
“Tom Webster has the mind of an analyst and the creativity of an artist both of which take him to the front of the field when it comes to evaluating and understanding trends. He has the ability to apply his wealth of knowledge in numerous industries, and truly cares about the individuals and the companies he studies. Unlike most number magicians, Tom is also an extraordinary communicator and I have often recommended him as a keynote speaker.”
Roxanne Darling
Tom is a super-bright, innovative thinker and a highly effective communicator.
Brian Stone
There are people who you can recommend and endorse. They are brilliant people that you have been genuinely fortunate to work with. There are also, within that set, people you admire. I not only endorse Tom Webster, I admire him. His work is world-class and his energy boundless. Many talk about working in the future–Tom lives it. Sure, he gets radio and data–but he also gets technology–and what it all means when it gets blended together. He brings a rare mix of quantitative dexterity and highly attenuated instinct that adds immediate value to almost any business setting. I ‘m fortunate to recommend Tom Webster with great enthusiasm.
Tom Barnes
“Tom Webster is one of research and marketing’s finest executives. He’s a master at providing information and a strategy to make your business better. Not only do you get great work from Tom, but he’s extremely personable in his approach. I thoroughly enjoyed working with him and look forward to the opportunity to collaborate again.”
Helen R. Little
“When I first met Tom Webster in Silicon Valley a couple years ago, he was presenting perhaps the most interesting downloadable media consumer findings I had ever heard. Since then he has never ceased to get my attention. Whether it is his fine, measured, affable oratory, or a well-placed nugget of valuable data in an email, or thoughtful brainstorms about how to advance business cases in emerging technologies, or even just a good talk about music and culture, Tom provides a bundle of positive and valuable energy. I’d recommend him highly.”
Chris MacDonald
“Tom Webster is one of the brightest people I have ever had the pleasure of meeting. He is both intellectually curious and practically grounded. His pursuit of knowledge that will lead to actionable results is his trademark. I can’t think of anyone I trust more to research and to deliver!”
David Allan
“More than anyone I’ve worked with, Tom uses both sides of his brain, producing both great creativity and strong analytical thinking. Combined with his intelligence and insight this makes him invaluable in a wide variety of roles.”
John Howe
“Tom and I worked together alot during his time at Broadcast Archetecture when I consulted Evergreen/AM-FM/Chancellor Media and stations like WKTU and Z100 in New York among many other for the company through the mid 90s and early part of this decade. He is one of the most creative guys I know in the business, and always helped us find a solution to our problems even when the answers weren’t available in the software..His creativity is multifaceted when he was finding ways to create Internet radio stations long before the tools we have today were available early in the mid 90s. Obviously Tom is also one of the truly good guys in our business, developing programs to give back to radio like Edison’s 30 under 30 program. What more can I say about Tom… He’s an industry gem.”
Guy Zapoleon
“I trained for a couple years under Tom, before he ventured over to the U.K. He’s a patient educator and brilliant mind. Never at a loss for stimulating conversation, Tom infuses his unique wit into professional settings, and is an inclusive and approachable facilitator. Tom always stays on the front edge of technology – he introduced me to my first mp3 player back in 98 or 99, way before I understood how a device can be “game changing.” I look forward to my conversations with Tom, since I always walk away smarter.”
Jason Muth
“Tom is a smart, insightful research pro with strong knowledge of both the old and new media environment.”
Fred Jacobs
“Tom is a great thinker and a terrific moderator. He keeps people engaged and his analysis is exceptional.”
Steve Goldstein
“Tom is one of the brightest people I know. I have never seen anyone conduct a better focus group or present a perceptual study. His integrity is unsurpassed. I wholeheartedly recommend Tom.”
Joel Raab
“Tom works extremely well in challenging and demanding environments that aren’t by the book. He’s not only level headed and practical, but also curious and innovative when solving problems. He’s bright, easy to be around and would definitely work with him again.”
Nicole Griffin
Thanks for stopping by! (Photo credit: Ken Yeung (cc))