At Yahoo he was director of marketing insights, responsible for audience recommendations and targeting, as well as campaign channel optimisation. Before that he spent two years with MySpace as director of analytics, overseeing marketing activities including SEM/SEO and e-mail campaigns. Over the course of his career he has also held digital analytics and research positions with Turner Broadcasting, PHD and BBDO.

Shantz will report to Karen van Bergen, senior partner and managing director of Porter Novelli’s New York office. She said: “With digital analytics taking an even larger role in communications programming, Joe’s ability to translate big data into big ideas will drive new perspectives and new opportunities for clients.”