MarketCast Names Martin Eichholz Head of Technology and Games

Former Kelton Global Chief Insights Officer to Lead Client Services and Growth for MarketCast’s Technology and Games Research and Analytics Business 

Los Angeles, Calif. – January 21, 2021MarketCast today announced the appointment of Martin Eichholz, Ph. D., to its senior leadership team as Corporate Senior Vice President and General Manager of MarketCast Technology and Games. The longtime Kelton Global research and commercial leader will head up client services and growth initiatives with MarketCast’s technology and video games clients, which today includes some of the world’s leading social media organizations, digital publishers and game developers. 

Martin’s reputation for being an innovative researcher and trusted advisor to marketing and research leaders will be critical as we continue to scale MarketCast’s Technology and Games practice,” said John Batter, CEO of MarketCast. “With research street creds, a love of all things games and tech, and decades of experience in client services, Martin will be an incredible addition to our leadership team.  

Eichholz joins MarketCast from Kelton Global, an LRW Material+ company, where he served as Kelton’s Chief Insights Officer and spent more than ten years growing its business and positioning Kelton as one of the most respected custom research and insights practices in the U.S. Prior to Kelton, Eichholz led video games research for Magid Associates, where he partnered with some of the biggest names in the space to better understand their audiences and identify shifts in gamer behaviors. 

Consumer research and advanced analytics are needed more than ever as technology companies, digital publishers and video games businesses continue to evolve their platforms, along with their role in our lives,” said Eichholz. “MarketCast’s vision for growing fandom and transforming the way consumer opinions and behaviors are collected, measured and explained, through a unique mix of data science and traditional research, will help our clients stay ahead of the disruptive forces shaping the landscape.” 

Eichholz joins a growing MarketCast organization, which includes former leaders from Netflix, Nielsen, Gracenote, NRG, IPSOS, Inscape, DreamWorks and ComscoreIn 2020, MarketCast acquired data science services leader, Deductive, and integrated its previous acquisitions of social digital opinion measurement firm, Fizziology, custom research and insights leader, Insight Strategy Group, and Turnkey Sports Intelligence under the MarketCast brand and leadership team. Combined, the new MarketCast organization provides the scale to support the largest media brands and sports leagues on the planet with the speed and agility to focus on solving unique client business challenges.  

About MarketCast
MarketCast research, analytics and data science fuels fandom for leading studios, entertainment platforms, sports and lifestyle brands on the planet. Our unique mix of research analytics is combined with big data science to provide clients powerful insights to inform their biggest business decisions. Today, MarketCast counts some of the biggest names in entertainment as clients, including leading Hollywood studios, streaming services, video games publishers, lifestyle brands and sports leagues and teams.  

Coffee with Michael & Tom

Coffee with Michael & Tom

Our Chief Data Scientist, Tom Weiss and SVP of Data Science Services, Michael Collette, get together to drink coffee and geek out on all things data science and analytics in this reoccurring video series, Coffee with Michael and Tom.

January 2021: Data science meets primary research.

In this latest episode, our dynamic data duo share their thoughts about Deductive joining the MarketCast team and all of the cool, new data sets and client opportunities they are tackling.

Kinetiq and MarketCast Team Up

Kinetiq and MarketCast Team Up to Bring Competitive Benchmarking to Tune-in TV Attribution

PHILADELPHIA (December 15, 2020) — MarketCast and Kinetiq have teamed to advance tune-in attribution by combining MarketCast’s advanced data science capabilities with Kinetiq’s comprehensive ad detection covering 1,600 channels in all 210 U.S. DMAs. The combined capabilities produce powerful data-driven insights and empower TV networks with transparent competitive benchmarking to understand tune-in campaign effectiveness for the first time.

“With MarketCast’s ability to use data science to deliver multi-touch attribution and Kinetiq’s robust monitoring capabilities, we are changing the TV attribution game,” said Kevin Kohn, CEO, Kinetiq. “TV networks and marketers now have a single solution that enables them to understand what aspects of their tune-in campaigns are succeeding, attribute real value to conversions, and see how they stack up against their broadcast competitors.”

In the increasingly competitive TV landscape, the introduction of competitive benchmarking to tune-in TV attribution provides a new lens to measure the performance of television campaigns. Kinetiq’s ad monitoring technology is used to detect where and when TV promotions air across networks, delivering viewership impressions. Then, MarketCast applies advanced data science techniques to the Kinetiq data to identify which TV sources should be credited for the tune-in conversion. The combined solution delivers next-day reporting of benchmarking and advanced attribution metrics that allow marketers to optimize their campaigns in response to near real-time information.

“Consumers spend a finite number of minutes in front of the TV with their attention only becoming more fragmented,” said Tom Weiss, Chief Data Scientist, MarketCast. “Teaming up with Kinetiq gives our data scientists a powerful new data set to track where and when every TV promotion appears across channels and networks. Together we can uncover actionable insights with the speed of digital marketing and enable our TV clients to stay ahead of the competition.”

Formed in 2019 with the merger of iQ Media and 4C’s Teletrax, Kinetiq uses fingerprint detection to monitor an extensive ad catalogue and pair household demographics with TV impressions. MarketCast applies a unique combination of traditional market research with advanced data science and analytics to build and nurture fans for TV networks, streaming services, brands and sports leagues. In September, MarketCast acquired Deductive, a team of data scientists applying advanced techniques – including game theory – to TV attribution.

About Kinetiq

Kinetiq, headquartered in Philadelphia, PA, pushes the boundaries of TV intelligence with the first and only unified, global platform to measure the complete spectrum of paid, earned and owned TV media with the speed and precision of digital. The Kinetiq platform empowers marketers, technology partners and content owners with TV audience metrics and analytics in real-time, providing the critical data and transparency needed to make informed decisions. Formed in 2019 with the merger of iQ Media and 4C’s Teletrax, Kinetiq is trusted by leading brands, agencies, broadcasters and ISVs, including Mercedes-Benz, Uber, Fox Broadcasting Company and Google. Visit to learn more.

About MarketCast

MarketCast research, analytics and data science fuels fandom for the leading studios, entertainment platforms, sports and lifestyle brands on the planet. Our unique mix of research analytics is combined with big data science to provide clients powerful insights to inform their biggest business decisions. Today, MarketCast counts some of the biggest names in entertainment as clients, including leading Hollywood studios, streaming services, video games publishers, lifestyle brands, and sports leagues and teams. Visit to learn more.