Heather Lang

SVP | Director of Media Analytics 

Born in Chicago • Lives in Naperville • Western Illinois University

“Media-based analytics is our model. It combines our media practice with all the digital analytics capabilities available. If there’s something we need that’s not already out there, we build it ourselves.”

When agencies began to ramp up their analytics competencies in light of the explosion of digital media delivery and tracking, Heather stepped into the fray. Having spent years monitoring and measuring performance and ROI of DRTV campaigns, she was already doing analytics.

"I'm surprised to see Nielsen continuing to be the measurement of choice for general advertising. It's all about ROI, and accountability for every dollar of the marketing investment. The days of counting eyeballs are numbered."

When she's not the matriarch of Eicoff's analytics group, she's the matriarch of three boys; two sons and one husband. She is also adept at checking client dashboards from the soccer pitch.