Pitney Bowes Taps Location Tech Exec To Run New Data Unit

Dan Adams, the former CEO of hyperlocal data platform Maponics, is charged with turning Big Data into actionable insights at Pitney Bowes.

As Pitney Bowes has evolved its focus on location data to meet what it calls “the era of cognition,” the enterprise services company has created a new data unit that promises to make the seemingly infinite amounts of customer insights more manageable.

To run the the unit, Pitney Bowes is promoting Dan Adams, the former CEO of hyperlocal intelligence platform Maponics and now the VP of Product Management of Data, to manage the new data unit.

“Our objective is to support our customer’s desire to increase the value of location-based data and deliver competitive differentiation,” said Dan Adams. “Data has been at the core of our business for close to 100 years. We have access to billions of unique and proprietary data points, and we have the ability to transform them into actionable insights.”

The move comes about six months after Pitney Bowes acquired Maponics for an undisclosed sum last July to add its geospatial and location contextual data to its own World Boundaries Data.

In addition to Adams, Olga Lagunova, Pitney Bowes’ chief data and analytics officer, will lead the research and development of new data products across all of the company’s businesses.

As competition among geo-data and other analytics providers becomes more intense — and in the eyes of many clients, increasingly difficult to differentiate — Pitney Bowes is looking for ways to package and enhance its offer of targeted, location-based, and industry-specific business data for several industries including telecommunications, real estate, insurance, and mobile ad tech.

By offering a dedicated unit that can provide more custom services to the extensive data it collects, Pitney Bowes is attempting to keep pace with the demands for online/offline insights aimed at the Internet of Things devices.

“Pitney Bowes Software Solutions provide a great complement to our analytics offerings, and enrich our models for predictive analytics and machine learning for customer analytics problems that we are trying to tackle,” said client Supreet Singh, EVP Pegasus Knowledge Solutions, in a statement. “The expansive data sets allow us to consider new applications as we innovate new client use cases and solutions.”

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David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.