ST. CLOUD ‘ANALYTICS GURU’ FEATURED IN STAR TRIBUNE
Gordy Meyer, a founding member of the GSDC board, has always been ahead of his time – starting with Fingerhut and when creating the successful RiskWise, eBureau and TruSignal companies, all in St. Cloud. Now the new CEO of DAYTA Marketing, Gordy’s innovative spirit was featured in an April 28 StarTribune story, which referred to him as an “analytics guru” working with his colleagues to “reinvent marketing for smaller enterprises.”
Full article from the Star Tribune is below.
St. Cloud analytics guru sets sights on reinventing marketing for midsize businesses
PROVIDED BY DAYTA MARKETING
It was there he learned how to connect the dots with data: A customer who filled out an order form with a pen was considered more creditworthy than someone who used pencil. A single order form could glean 30 or so similar tidbits of data, which helped Fingerhut make safer bets when issuing credit to consumers.
“Behind the scenes, they were 10 years ahead of all the marketers and all the banks in terms of using data for marketing,” said Meyer, 61.
Now he’s taken the helm of St. Cloud-based Dayta Marketing as the agency embarks on new growth, clients and a promise to reinvent marketing for smaller enterprises.
“Marketing has gotten extremely complicated, and that complexity has created more of an issue for small- to medium-sized businesses compared to their larger counterparts because the larger companies can throw people at the problem often,” said Luke Riordan, founder and president of Dayta. “We try to help them focus on what internal resources they can leverage … and what part of their business they should outsource.”
Dayta offers fractional marketing services, meaning a company hires it for one part of its strategy. The agency uses five-person pods to provide the services from branding and advertising to media management, search engine optimization and website development. This allows companies to compete in the complex marketing world at a fraction of the cost of maintaining a full-time marketing staff.
The pod structure also allows Dayta to grow differently than big agencies. Instead of finding bigger clients with bigger budgets, it can add pods as it gains new small and midsize clients, Meyer said.
“That creates a natural opportunity for the underserved market,” Meyer said. “It’s not easy to be able to give high-quality services at a price that fits [smaller] businesses and still works for us.”
Dayta started in 2012 with two employees — Riordan and his uncle. Now it has 42 employees serving 150 clients across 15 states, although most clients are in Minnesota or its contiguous states. Meyer declined to share the company’s annual revenue but said it grew by 35% from 2020 to 2021.
Meyer joined Dayta in February as its new chief executive, at the same time the agency hired Chief Technology Officer Daine Billmark, who previously led development teams at TransUnion and eBureau.
Meyer said the “unprecedented innovation” at Dayta attracted him to join the executive team.
“We will grow,” he said. “There’s no doubt about that.”
HOW THE STATE’S NEW UI LAW COULD HELP YOUR COMPANY
On Friday, Governor Walz signed the Unemployment Insurance (UI) and Frontline Worker bill into law. Replenishing the UI Trust Fund at $2.73 billion will ensure UI benefits are available to workers in the future and that businesses across Minnesota are held harmless from the effects of the pandemic.
XCEL ENERGY PARTNERS WITH DEED TO PROVIDE CONSTRUCTION TRAINING
Xcel Energy is creating a PowerUp training program, in collaboration with the Minnesota Department of Employment and Economic Development (DEED), to provide a workforce-training pipeline for a variety of energy-related construction occupations. Application, which is expected to begin later in 2022, will be open to any Minnesotan. Black, Indigenous and People of Color (BIPOC) community members, military veterans and women are especially encouraged to apply.
INVESTOR FEATURE: MIKE BLAIR, CENTRACARE’S SENIOR VP AND CFO
Throughout CentraCare are thousands of experts specializing in physical health, behavioral health, spiritual health and more. That includes financial health, which Mike Blair oversees for CentraCare as its Senior Vice President and Chief Financial Officer.
He’s also Treasurer of the GSDC Board, so we’re fortunate to have him keeping an eye on our financial health, too.
“The GSDC is the glue that brings together the business community, non-profits and government entities to improve the livability and attractiveness of our communities,” says Mike. “As a healthcare organization, we recognize that many health disparities are addressed through education, good-paying jobs and other livability factors that the GSDC promotes.”
After getting his accounting degree from St. Cloud State University and his MBA from the Carlson School of Management at the University of Minnesota, Mike rose to leadership positions in several organizations. Those in the healthcare field include Children’s Minnesota, University of Minnesota Health and University of Missouri Health Care before joining CentraCare three years ago.
As busy as he is, Mike is diligent about watching his own health, too.
“Having a position that requires a lot of indoor meetings and work time, I really enjoy outside activities such as cross country skiing, trail running, biking and fishing,” he says.
He also enjoys collaborating with his GSDC colleagues.
“I love the passion Patti and her team bring to helping our community thrive,” he says. “The GSDC has a great mission and I find it rewarding to be part of it.”
INVEST IN YOUR WORKFORCE WITH INTERNSHIPS
GSDC has the tools and resources you need to develop or enhance an internship to fit your organization. An article from Express Employment states that “There was a shortage in skilled trades talent before the market worsened, so any opportunities companies can create to bring in entry-level employees and match them into apprenticeships or internships for skilled work is a leg-up on every other company out there not offering them.” Internships offer an opportunity to support workforce pipelines and opportunities within your organization.
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