AnalyticsDNA is a consulting firm with a focus on building analytical solutions in the digital marketing ecosystem. AnalyticsDNA was founded by digital marketing industry veteran Young-Bean Song who pioneered the industry’s first conversion tracking technology, behavior-based media planning and targeting, ROI attribution methodologies, and traditional media metrics for online. As a senior exec of Aquantive (acquired by Microsoft in 2007 for $6B), he played a major role in product development, partnerships, marketing, sales and corporate strategy. A popular industry event speaker, he founded the Atlas Institute which published over 50 research studies on ad effectiveness and measurement.