Managing Director, North America
As the Managing Director of CRM at helia, Killian Schaffer is responsible for developing the data-driven, multi-channel communications that allow helia to deepen relationships between brands and consumers through digital marketing technology. Over the last 18 years, Killian has been instrumental in demystifying data tools, processes, and analytics for clients and internal partners alike.
Before his time at helia, Killian directed CRM strategy for Cramer-Krasselt, where he developed acquisition, conversion, and loyalty programs for brands including Porsche, Edward Jones, and Cedar Fair Amusement Parks.
Killian also led reporting and analytics at Orencia, where his team optimized media performance and re-engineered CRM programs. Killian has delivered acquisition, retention, and customer engagement strategies for clients including Outback Steakhouse, Adobe software, Nestle Water, and LasikPlus. He served as the head of the United Airlines business while working at G2 and oversaw Allstate’s™ customer retention and cross-sales initiatives at OgilvyOne. He picked up a few awards along the way, including two Tempos, a DMA Echo award, and an NCDM Database Excellence award.
Killian spent two years at the Southern Illinois University graduate school for journalism. Before graduate school, Killian graduated from the University of Illinois with a B.A. in English literature. Killian is a panelist on MediaPosts OMMA Mobile events and discusses challenges and trends impacting the growth of data in the mobile era. He's also produced articles for Mashable
, HUB Magazine
and can be reached nearly 24/7 on twitter at @kschaffs
Director Data Services
Shay Young is General Manager and Director of Data Services at helia. As an Information Services leader, Shay is focused on developing scalable and secure data systems to capture, store and execute data events throughout a customers' lifecycle—from acquisition to CRM. He has a BS degree in Information System Sciences and is currently studying Computer Forensics and White Hat Ethical Hacking.
With over 20 years in information systems and over 15 years with Havas, Shay has cultivated an impressive wealth of data-driven marketing experience. He got his start at helia as a Database Analyst and was responsible for the development and standardization of helia's current data flow processes to ensure the highest level of data quality. One of his major accomplishments to date was the creation of helia’s development process, which is utilized to develop scalable CRM, campaign and BI systems. The integration of marketing activity in an OLAP environment enabled a complete 360 view of both customers and leads, which allows clients to build smarter tailored campaigns while shortening the feedback loop.
Shay sets the tone for his team and clients by demonstrating strong strategic database marketing knowledge, excelling at BI analytical infrastructure development and creating tactical approaches to data warehouse and unstructured Big Data systems integration. His analytic and technical expertise has helped helia remain at the cutting edge of data-driven creative trends.
Director of Analytics
Ward Thomas founded the analysis practice at Havas helia and has delivered valuable insights to numerous clients for over 24 years. As Director of Analytics, he has led advanced statistical modeling and analysis engagements for clients including Citibank, AutoZone, Humana, AARP, Sony, Liberty Mutual Insurance, Volkswagen, Carnival Cruise Lines and Sprint.
Ward invented five proprietary Havas helia segmentation and analysis tools, including the COI Modeling Technique, (Cultivation Opportunity Index) a behavioral segmentation system driven by multi-dimensional predictive models. In addition, he developed Inferential Modeling, which blends syndicated research and compiled data to bridge the gap in consumer knowledge. Recently, Ward's team placed 2nd in one DMA Analytics Challenge and then won the Most Innovative Solution award from Wharton Business School in another DMA Analytics Challenge competition out of a field of over 600 global entries.
Ward was a Phi Beta Kappa Economics/Business major at Randolph-Macon College in Virginia. He received his Master of Decision Sciences degree from Virginia Commonwealth University, has served as an adjunct faculty member there, and is now on the Board of Advisors for a new Master of Science in Business with a Concentration in Decision Analytics professional program. Ward has presented at conferences including the DMA, NCDM, DM Days, and SAS, and has had articles published in ‘DM News’, ‘Direct’ and ‘The Journal of Database Marketing'.