Dan Kelman

Dan Kelman

Marketing leadership. Fusing analytics, adtech, data science, digital marketing, marketing strategy and digital media

location_on Greater Denver Area

Principal Consultant at Dot2Dot Digital

Vice President, Data Science at Triad Retail Media now part of Xaxis

Awards Earned:






Level: LEVEL 01 (12mo pts: 0 pts)

Lifetime points: 213 pts View details

Thought Leadership:

% performance based on average of all engagements

Selected: % of applied


Recognized: Contributions valued by peers


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Input: Good data, bad data, disorganized data, somebody else's data
Output: Digital Solutions, Precise Targeting, Unique Audience Segmentation techniques, Accurate Measurement packaged for daily, real-world use.

Innovative Marketing Strategist and Team Leader who leverages a unique blend of creative and quantitative skills with a common sense approach to customer behavior. Extensive data-driven marketing experience in digital marketing, digital media, direct response marketing, and traditional media.

• Marketing Leadership
• Marketing Analysis
• Digital Solutions development
• Hands on experience with multiple Demand Side Platforms (DMPs)
• Hands on experience with multiple Data Management Platforms (DMPs)
• Extensive knowledge with Advertising Technology, Marketing Technology, AdTech ecosystem and MarTech landscape
• Advanced Audience Targeting and Audience Segmentation applications
• Digital Marketing Platform expertise
• Deep Ecommerce experience
• Broad scope of Digital Marketing expertise

Patented a look-alike audience targeting methodology that utilizes a "best of both worlds" approach blending a pre-constructed audience segmentation with fully customized modeling accuracy.

Leadership of teams who developed new online audience targeting process, algorithms and applications that dramatically increased targeting accuracy, speed and end-user ease of use over previous methodologies.

Created new streams of revenues via digital media and digital advertising both for established enterprises and in the start-up world


Principal Consultant

Dot2Dot Digital

January 2017 - Present

Independent consultant for digital media industry practice, marketing technology and audience targeting

• Configuration and management of PetSmart’s AdTech audience stack
• Audience targeting and segmentation practices for Pet360 media
• Manage interface between Onboarding platform, Data Management Platform (DMP) and Demand Side Platform (DSP)
• Monetize ecommerce audience
• Industry practice consultant on Ad Technology and Marketing Technology for leading consultancies including Accenture, Bain, PWC, investment research and venture capital firms

Vice President, Data Science

Triad Retail Media now part of Xaxis

July 2015 - Present

Triad Retail Media creates, manages and operates online media programs for leading retail e-commerce websites, delivering innovative, custom digital ad campaigns. We help national brands target and engage shoppers at exactly the right time and place — while they’re researching brands and making final purchase decisions.

My team builds incremental revenue for online retailers, by increasing the value of their onsite advertising using data to offer precise targeting, increased conversions and accurate measurement.


Ecommerce Security
ecommerce planning
LEAN Startup
Database Marketing
Online Marketing
Marketing Strategy
One-to-one Marketing
Online Advertising
Direct Marketing
Integrated Marketing
Digital Media
Lead Generation
Digital Marketing
Interactive Marketing
Digital Strategy
Strategic Planning
Marketing Communications
Customer Relations
New Business Development
Multi-channel Marketing
Direct Mail
Web Analytics
Behavioral Targeting
Audience Segmentation
Multivariate Testing
A/B testing
Contextual Advertising
Loyalty Marketing
Relationship Marketing
Customer Acquisition
Campaign Optimization
Acquisition Marketing
Media Planning
New Media
Creative Direction
Mobile Marketing
Marketing Research
Display Advertising
Business Development
Critical Theory
Data Analysis
Young People
People Development
People Management