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Luquire Nabs Former Publicis Groupe Exec as Analytics Chief to Drive Data Strategy

Campaign forecasting and media performance expert Matt Kaupa to manage agency’s data visualization, dashboard creation and lead generation efforts 

Integrated marketing firm Luquire has appointed Matt Kaupa as the agency’s director of analytics, part of a broader push by the Charlotte-based independent agency to lean into its digital-first ethos and secure top talent from across the country to help clients win.  

Kaupa joins Luquire from Publicis Groupe, the world’s third-largest communications conglomerate specializing in technology and data-driven communications solutions. As director of analytics, providing strategic forecasting of lead generation and media performance, Kaupa developed and implemented measurement strategy plans for dozens of clients, including Pella, Bread Financial and ReadyRefresh. 

“Luquire is so fortunate to have found someone like Matt who not only seamlessly understands the goals we have for our clients but can chart a data-driven roadmap for how we deliver on those goals,” said Luquire CEO Brooks Luquire. “There’s more emphasis in our industry to understand the story numbers tell, and Matt will play an integral role in helping our work go further, ensuring we are doing everything to help Luquire clients win.”  

Prior to joining Publicis, Kaupa worked as a senior data analyst at UnitedHealth Group, a Fortune 10 company and the nation’s largest health insurance provider, where he managed implementation and analytics reporting and developed an executive dashboard critical to improving transparency with senior leadership and internal stakeholders. 

Kaupa has also held digital analytics roles at Ameriprise Financial, where he worked in conjunction with specialized product owners to roll out an integrated measurement and reporting strategy, as well as HealthPartners, a nonprofit integrated health care provider and insurer. 

“I feel thankful to have landed at a company that so clearly grasps the power of analytics to meaningfully develop, shape and optimize campaigns that drive results,” said Kaupa, who earned a bachelor’s degree from the University of Kansas and a master’s in business analytics from the University of St. Thomas in his native Minnesota. “Luquire is at an inflection point, using its foundation of industry expertise to chart its next chapter, and I’m excited to be manning the ship as we explore the strategic role data and analytics will play in moving our clients forward.” 


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