Rex Briggs

Rex Briggs (born 1971) is an author, award winning marketing ROI researcher. He began his career at Yankelovich Partners, where he was noted for his work in Generation X Minority marketing, where he developed a theory called “The Psychology of disenfranchisement.” Briggs was among the first to research the Internet.

Briggs is responsible for several innovations in digital marketing. In 1995, Briggs joined Wired, as Director of Research, focusing on their digital brand HotWired. He created the first study of Web banner advertising effectiveness. The research is notable because it was the first application of random sampling online, and used design of experiments to measure the in-market impact of online advertising. Briggs and his team at HotWired innovated one-to-one web marketing to deliver personalized content, and real-time web analytics, known as “HotStats”.

In 1997, Briggs founded MBInteractive, with Joshua Grossnickle and Oliver Raskin under the ownership of WPP Plc. At MBInteractive, Briggs continued his work on marketing effectiveness creating the widely cited 1997 IAB Advertising Effectiveness Study., and inventing an early version of behavior targeting with leading online ad servers. During this period, Briggs coined the marketing terms “brand impact” and "Surround sound marketing.”

In 2000, Briggs founded Marketing Evolution. At Marketing Evolution, Briggs created a new form of research called “cross media research.” The research, referred to as "XMOS" for a time began with The Dove Nutrium Bar study. It was the first of its kind in that it showed the ROI of online advertising side by side with Television in Magazine, and thus provided insight on the share of the marketing budget that should be devoted to Online advertising in comparison to other media. The cross-media research expanded to other brands, and was publicized globally by the IAB and Microsoft, with Briggs co-presenting the results of the cross-media research with Bill Gates and Steve Ballmer at various locations around the world.

In January 2006, BusinessWeek’s cover story, entitled “Math Will Rock Your World” featured Briggs ROI marketing analysis. Later that year, Briggs expand the research connecting online advertising to offline sales and published the cross-media measurement for the Ford F-150 campaign launch.

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