SuCo Spotlight November ’23 – Matthew Sherbahn
This month SuCo wants to spotlight Analytics and survivor contestant (kind of) Matt Sherbahn. Matt joined the Suco team last year to help drive our owned and operated marketing to new heights. Matt has helped been one of the driving forces behind SuCo’s strong profitable growth by analyzing trends, building automated performance feedback loops, and working individually with our marketers to optimize their campaigns. Recently Matt has stepped into the insurance world to help our team navigate the ups and downs of OEP/AEP. When Matt isn’t “surviving” or driving growth at SuCo, you can find him taking care of his bees, 3d printing something awesome, or randomly biking 500 miles across Iowa. SuCo is incredibly fortunate to have Matt on board! Take a moment to discover more about him…
What was your most successful data analysis project here at SuCo?
Building out the O&O performance dashboard and providing location targeting optimization to the O&O team. By associating the conversion data from the core model to the data in the individual platforms, we are able to optimize individual campaigns based on their performance, linking ad-level information all the way through to quality metrics from our buyers. And this is just the tip of the iceberg for what is possible with this team!
What inspired you to join SuCo?
I worked for years in the food industry as an engineer, and pretty early on started getting interested in the story data could tell. Unfortunately, at an old-fashioned company I would get a lot of pushback from folks who were set in their ways and didn’t want to make adjustments based on what the data was saying. I realized I needed a change of pace, and went back to school for computer science. When I saw SuCo’s listing for a data analyst and after interviewing with Ron and Eric, I knew SuCo was exactly the kind of fast-paced, data driven environment that I needed to thrive
What is your definition of success?
It might be cheesy, but my definition of success is when I feel like I and those around me are effectively and continuously improving. From RPIs to beekeeping, this is why data analytics appeals to me in general; data is the compass that drives effort towards growth and improvement!
If you could compare yourself to an animal, what would it be and why?
Also cheesy, but I’d go with the honey badger. Between my interest in beekeeping and being a Wisconsin Badger it feels like a no brainer. I also like to think of myself as tenacious, and sometimes I can be a bit overly stubborn 🙂
