HANOVER TOWNSHIP — Marketsmith, located at 2 Wing Drive, Cedar Knolls, one of the nation’s leading data science-driven marketing agencies, has named Norman Lane executive vice president, media investment, effective immediately.

Lane joins Marketsmith as the growing agency heads into its 20th year of operations. He takes the role as head of the media department, filling the position vacated by Rob Bochicchio due to his recent promotion to president.

“Marketsmith is leading the pack because the company believes that a brand’s in-market media performance is key to its success,” said Lane. “Intelligent media planning, flawless execution and optimization are the agency’s hallmarks.”

Leveraging its proven MarketsmithIQTMplatform, the company is known for the quality of its data and employing the best media negotiators in the business to ensure constant efficiencies and superior outcomes. Data-backed intelligence, paired with human, experience-based insights and relationships, are the agency’s competitive advantage.

Lane recently served as SVP, managing director of ID Media/Orion Worldwide. Prior to that, he was SVP, managing director for ID Media, having also served in the role of SVP, director of media investment and technology.

Says agency President Rob Bochicchio, “Norman is an accomplished industry leader with great energy and an obsessive nature about the use of data science and embedded analytics for a superior media practice. As more talent continues to flee Manhattan for a better quality of life and a more entrepreneurial setting, our agency continues to benefit.

“Marketsmith offers brands technology and talent built for the future. We focus on the use of data science and ingenuity. Norm has great talent, and I know he will take our media buying approach to a whole new level that far exceeds where the company has been to date.”

CEO and Founder Monica C. Smith adds, “The level of talent we are capturing, combined with the extraordinary drive of our existing team has encouraged me to make greater investments in the company and our clients. Years of building out our technology platform are paying off, and this is a great time for our agency.”

Marketsmith Inc.’s media platform, MarketsmithIQ, is patented technology that delivers clients unprecedented media measurement, benchmarking, visualization and optimization. Holding five U.S. patents, it gives clients a clear line of sight on their media investment and its performance with complete transparency, in near real time. In fact, the MarketsmithIQ Media Mix Model can predict sales based on media spend and marketing activity with 93 percent accuracy.