About us

It started with a client asking “Why?” We could have offered generalized answers about content trends and best practices, but they wanted to know specifically why certain content earned higher click through rates than other content. They wanted to know how they could take that knowledge to create better content and drive results.

It was a hard question that deserved careful thought and attention. We assembled a team of experts with backgrounds in marketing, sociology, psychology and PhD-level statistics, and took a deep dive into the data to find answers. We worked closely with the client to identify content elements and correlations with click through rates, their key performance indicator. We are excited about the answers and the positive results for that client, and we can do the same for you.

Project teams are led by Gretchen Crawford and Benjamin Sirb.

  Benjamin Sirb, CEO   Benjamin specializes in mathematical and statistical analysis, which he also teaches at the college level. He founded Brightside Data after discovering his passion for data analytics and interpretation, with the goal of helping companies make more informed, strategic decisions.    While Benjamin’s skillset is versatile, he has experienced continued success delving into the data produced by digital advertising campaigns.  Applying the same skill sets necessary to forecast the spread of disease epidemics, he enjoys identifying the “it” factors that produce real, measurable results for digital ad campaigns.   In addition to being a teacher and entrepreneur, Benjamin is expected to complete his PhD at Georgia State in 2018. He has co-authored a decentralized algorithm for convex optimization, and he uses many commonly-used data analytics tools such as MATLAB, R, SAS, and python. Benjamin earned his M.S. in Math from the Georgia Institute of Technology in 2011, with coursework specializing in analysis.

Benjamin Sirb, CEO

Benjamin specializes in mathematical and statistical analysis, which he also teaches at the college level. He founded Brightside Data after discovering his passion for data analytics and interpretation, with the goal of helping companies make more informed, strategic decisions.  

While Benjamin’s skillset is versatile, he has experienced continued success delving into the data produced by digital advertising campaigns.  Applying the same skill sets necessary to forecast the spread of disease epidemics, he enjoys identifying the “it” factors that produce real, measurable results for digital ad campaigns. 

In addition to being a teacher and entrepreneur, Benjamin is expected to complete his PhD at Georgia State in 2018. He has co-authored a decentralized algorithm for convex optimization, and he uses many commonly-used data analytics tools such as MATLAB, R, SAS, and python. Benjamin earned his M.S. in Math from the Georgia Institute of Technology in 2011, with coursework specializing in analysis.

  Gretchen Crawford, Chief Marketing Officer   Gretchen’s background in Marketing and Sociology lend a holistic view of content creation and campaign management. She offers 20+ years of experience with both consumer and business-to-business brands, starting her career in 1996 with advertising and PR agencies in Atlanta, and making the switch to corporate communications in 2000. Gretchen founded the  PRSC Group LLC  in 2012, a company that specializes in content creation and marketing/communications strategy.     Gretchen is a contributing author to the   Native Advertising Institute's blog .   She enjoys taking a macro-level view of marketing goals and the environment the marketing campaign inhabits, as well as delving into the minutia of crafting, editing and polishing copy until it is just right. Through the course of her career, Gretchen has successfully managed a number of external communications, employee communications, customer acquisition and retention programs. Keys to her success include setting measurable goals, accountability, resourcefulness and ensuring that new programs support the overall business strategy.  Gretchen has received a number of recognitions and awards for her individual work, and for teams that she has lead, including the Cox Communications Impact Award, Southern Company Top Performer Award and a Public Relations Society of America (PRSA) Phoenix Award.  Gretchen is an Emory University graduate, and has supplemented her hands-on professional experience with an MBA in Marketing from the Robinson College of Business at Georgia State University, as well as PhD coursework in Sociology at Georgia State University. Gretchen volunteers her time as an Alumni Admissions Representative for Phillips Academy, Andover and as the Director of Marketing for the Dunwoody Preservation Trust.

Gretchen Crawford, Chief Marketing Officer

Gretchen’s background in Marketing and Sociology lend a holistic view of content creation and campaign management. She offers 20+ years of experience with both consumer and business-to-business brands, starting her career in 1996 with advertising and PR agencies in Atlanta, and making the switch to corporate communications in 2000. Gretchen founded the PRSC Group LLC in 2012, a company that specializes in content creation and marketing/communications strategy.   

Gretchen is a contributing author to the Native Advertising Institute's blog.  She enjoys taking a macro-level view of marketing goals and the environment the marketing campaign inhabits, as well as delving into the minutia of crafting, editing and polishing copy until it is just right. Through the course of her career, Gretchen has successfully managed a number of external communications, employee communications, customer acquisition and retention programs. Keys to her success include setting measurable goals, accountability, resourcefulness and ensuring that new programs support the overall business strategy.

Gretchen has received a number of recognitions and awards for her individual work, and for teams that she has lead, including the Cox Communications Impact Award, Southern Company Top Performer Award and a Public Relations Society of America (PRSA) Phoenix Award.

Gretchen is an Emory University graduate, and has supplemented her hands-on professional experience with an MBA in Marketing from the Robinson College of Business at Georgia State University, as well as PhD coursework in Sociology at Georgia State University. Gretchen volunteers her time as an Alumni Admissions Representative for Phillips Academy, Andover and as the Director of Marketing for the Dunwoody Preservation Trust.

  John Walker, Chief Strategy Officer   John’s global integrated marketing and communications experience both in-house and with agencies provide Brightside Data with a unique competitive advantage to know what clients expect today and will require in the future. With a 20+ year marketing and communications career at multi-national public relations firms and global corporations, including Edelman, Ketchum, Publicis, Syniverse as well as Planet Hollywood International Inc. and the Walt Disney World Company, John has worked with a wide range of B2B and B2C blue-chip brands and scale-up companies to develop, measure and optimize their content.  John is a results-driven, award-winning consultant with global experience accelerating revenue growth and business potential. He has demonstrated success working globally across geographies, cultures and leadership levels to grow brands, drive value, increase engagement and deliver impactful results. John is a relationship-focused partner to clients that’s constantly focused on exceeding expectations and providing recommendations on what’s next to ensure ROI.  John has earned several industry awards, including a PRSA Silver Anvil, PRSA Georgia Phoenix Awards, IABC Golden Quills, and many others, and was recognized as one of 30 under 30 by  PR Week  magazine. He’s a past president of PRSA Georgia, an alumni of LEAD Atlanta and currently serves on the Executive Advisory Board of ToolBank USA. John holds a Master of Business Administration in international marketing from Rollins College and a Bachelor of Professional Accountancy from Mississippi State University.

John Walker, Chief Strategy Officer

John’s global integrated marketing and communications experience both in-house and with agencies provide Brightside Data with a unique competitive advantage to know what clients expect today and will require in the future. With a 20+ year marketing and communications career at multi-national public relations firms and global corporations, including Edelman, Ketchum, Publicis, Syniverse as well as Planet Hollywood International Inc. and the Walt Disney World Company, John has worked with a wide range of B2B and B2C blue-chip brands and scale-up companies to develop, measure and optimize their content.

John is a results-driven, award-winning consultant with global experience accelerating revenue growth and business potential. He has demonstrated success working globally across geographies, cultures and leadership levels to grow brands, drive value, increase engagement and deliver impactful results. John is a relationship-focused partner to clients that’s constantly focused on exceeding expectations and providing recommendations on what’s next to ensure ROI.

John has earned several industry awards, including a PRSA Silver Anvil, PRSA Georgia Phoenix Awards, IABC Golden Quills, and many others, and was recognized as one of 30 under 30 by PR Week magazine. He’s a past president of PRSA Georgia, an alumni of LEAD Atlanta and currently serves on the Executive Advisory Board of ToolBank USA. John holds a Master of Business Administration in international marketing from Rollins College and a Bachelor of Professional Accountancy from Mississippi State University.