9Rooftops Launches Trajectory, New Data Driven Marketing Division

9Rooftops | October 08, 2021

Today, 9Rooftops, a leading integrated marketing agency, announced the launch of their new data-driven marketing division, Trajectory, which uses data science and machine learning to bring the most advanced analytical methods to common marketing issues. As marketers continue to shift strategies in response to privacy protections, business intelligence is transforming, and they need to understand why and what levers can be pulled in response to these changes. Trajectory helps clients unlock the true potential of their data, delivering unexpected insights that connect brands to their consumers.

Co-led by young industry titans Amy Nixon, SVP, Director of Strategy, and Josh MacCarty, Vice President, Director of Data Science and Analytics, the new division is excited to help brands get the most from their data, using a flexible, scalable model. Nixon and MacCarty will continue to provide data marketing services to existing 9Rooftops clients, who are already leveraging Trajectory’s marketing strategies.

“There’s an art and science to what we do – by harnessing the power of data and adding context and strategy, we deliver a data-backed strategic roadmap,” said Amy Nixon, SVP, Director of Strategy. “Trajectory was born from the idea that marketers have fundamental questions they ought to be able to answer but increasingly, can’t. ‘What was the effect of this program on sales?’ ‘How can I generate more traffic?’ Whether it’s identifying marketing attribution or forecasting with confidence, Trajectory provides answers to make marketers’ jobs easier.”

“Brands with access to transactional data are sitting on a literal treasure trove of strategic assets and have only partially transformed this information – sometimes, not at all. We’ll help companies gain a significant advantage by leveraging data in highly competitive categories – this is where Trajectory will play an instrumental role in refining strategic analysis.”

Kevin Meany, CEO at 9Rooftops

Nixon hails from 9Rooftops and prior, FCB Chicago – she has more than 15 years of experience partnering with marketers to best reach consumers and has worked across CPG, retail, healthcare, wine/spirits and more, on brands including SC Johnson, Kraft, Bayer and International Truck. MacCarty is an economist and data science leader and has been bridging the art and science of data analysis for more than 12 years. Uniquely balanced between business acumen and economics, Josh has been recognized as DMN’s “National 40 Under 40 Marketers” for his use of data science to solve business problems and is a three times best-seller on learning platform Udemy for his course, “Foundations of Machine Learning.”

MacCarty stated, “Whether you know exactly what you need, or just know you want to get more from your data, we work with clients of all sizes and levels of data sophistication – the breadth of our capabilities is sweeping. We have a top-tier data science team of machine learning experts, econometricians, statisticians, analysts and more who help clients navigate strategic data opportunities to elevate marketing and improve ROI, far surpassing data alone.”

9Rooftops, best known for their work with established brands like Qdoba Mexican Eats, New Amsterdam Vodka, Jelmar/CLR, Belle Tire, The Coca-Cola Company and Barilla, is headquartered in Chicago.

About Trajectory
Headquartered in Chicago, IL, Trajectory is a data-driven marketing consultancy of 9Rooftops, aiming to uncover valuable insights, fuel smarter marketing strategies and spark growth. Trajectory applies data science and machine learning to bring the most advanced analytical methods to common issues in marketing and helps clients unlock the true potential of their data, delivering unexpected insights that connect brands to their consumers. For more information about Trajectory, visit and LinkedIn.

About 9Rooftops
Headquartered in Chicago, IL, 9Rooftops is an integrated marketing agency, known for breakthrough creative that gets results. Enhanced with an in-house, multimedia content studio, data-driven health division and full-service branded media practice, 9Rooftops has offices in nine cities and more than 250 employees.


Discover a smart industrial software solution made for you – our data management platform, HanPrism.

Our data historian transforms data into actionable intelligence by collecting, visualizing, and analyzing equipment data.


Discover a smart industrial software solution made for you – our data management platform, HanPrism.

Our data historian transforms data into actionable intelligence by collecting, visualizing, and analyzing equipment data.

Related News


Airbyte No-Code Builder Revolutionizes Data Integrations, Creates Connectors in Just Minutes

Businesswire | May 19, 2023

Airbyte, creators of the fastest-growing open-source data integration platform, today announced availability of its new no-code connector builder that makes it possible to easily and quickly create new connectors for data integrations. The builder enables non-engineers, such as data analysts, to create an extract, load, transform (ELT) connector within just five minutes – a process that traditionally could take more than a week. This announcement comes as an expansion of Airbyte's efforts to democratize data integration. Last year, Airbyte released a low-code, YAML-based Connector Development Kit, which facilitated faster and easier connector development. Now, with the no-code connector builder, Airbyte is reshaping the paradigm of data pipeline development. An Airbyte user survey showed 60% of respondents are having to build custom connectors at least every three months because of the need to pull in data from so many diverse sources. The new tool is a game changer for companies struggling to address their long tail of connector needs. With the no-code connector builder, companies no longer need to rely solely on off-the-shelf, existing connectors when considering an ELT solution. Instead, they can now easily build their own connectors to meet their unique data integration needs. “With businesses adding more data from increasingly diverse sources for analysis and decision-making, we’re making it easy to create custom connectors to serve every possible need,” said John Lafleur, co-founder and chief operating officer, Airbyte. “The combination of our new builder along with our open-source model means more data connectors for our user community of more than 10,000.” This video has more information on the Airbyte no-code connector builder, including these benefits. User-friendly Interface: The no-code connector builder is designed to be intuitive and easy to use, enabling individuals without a technical background to navigate and build connectors with ease. Rapid Connector Development: The tool drastically reduces the time needed to create an ELT connector, from over a week to just five minutes. Flexibility: By allowing companies to build their own connectors, Airbyte empowers them to address their unique data integration needs without having to rely solely on pre-existing connectors. Wide Availability: The no-code connector builder is available on both Airbyte Open Source and Airbyte Cloud, allowing for broad access and usage. Airbyte's no-code connector builder is a testament to the company's commitment to making data integration more accessible, flexible, and efficient for companies of all sizes and individuals of varying technical abilities. With more than 300 connectors, Airbyte is already the platform with the most connectors in the market. But there are still thousands of connectors needed. By removing the need for complex coding and significantly reducing the time required to build an ELT connector, this tool is set to revolutionize the way companies approach their long tail of connector needs. Since the beta release of the Airbyte connector builder two months ago, more than 100 connectors have been built and deployed to production by users to support critical data movement workloads for long-tail connectors. Here are comments from two users of the beta version about their experience with the new Airbyte connector builder. "The Airbyte no-code connector builder UI is border-line magic. A common data warehouse might have 10 to several hundred APIs integrated. Most, if not all of them, are HTTPS REST APIs meaning historically you'll have a lot of boilerplate code written for each and any integration. Furthermore, a good and stable integration not only needs to transfer data, it needs to implement retries, stream slices, checkpoints and many more – again resulting in copy/paste boilerplate code. Using the no-code connector builder, all of that is provided out of the box. Simply add your API details in a user-friendly point-and-click interface and the Airbyte builder automatically creates a fully-fledged, feature-rich data integration. Where a custom integration normally required days and weeks of work, with the connector builder I'm able to integrate new tools in hours! And all the production-requirements are covered – even Unit- and Integration-Tests are created for you." Andreas Nigg, a Data Architect at DataScienceEngineer “The connector builder has been a true unlock for our backend piping across many dimensions: speed, efficiency, reliability and ease of use. It has enabled us to convert endless lines of self-build Python ETL scripts, that carried a lot of technical debt, and was tedious to update at the same pace as our operations clock-rate, into beautiful Airbyte connectors that just work. We've had a blast building them and enjoyed swift and highly-qualified support from the Airbyte team.” Tobias Troelsen, Chief Analytics Officer at Capturi Airbyte makes moving data easy and affordable across almost any source and destination, helping enterprises provide their users with access to the right data for analysis and decision-making. Airbyte has the largest data engineering contributor community – with more than 800 contributors – and the best tooling to build and maintain connectors with its latest Connector builder. About Airbyte Airbyte is the open-source data integration leader running in the safety of your cloud and syncing data from applications, APIs, and databases to data warehouses, lakes, and other destinations. Airbyte was co-founded by Michel Tricot (former director of engineering and head of integrations at Liveramp and RideOS) and John Lafleur (serial entrepreneur of dev tools and B2B). The company is headquartered in San Francisco with a distributed team around the world. To learn more, visit

Read More


Modak Provides Intelligent Data Orchestration with Latest Version of Modak Nabu™

Prnewswire | March 29, 2023

Modak, a leading provider of data engineering solutions, today announced a new release of Modak Nabu™, an integrated modern data orchestration platform that enables enterprises to deliver Data Fabric at scale. Modak Nabu™ helps some of the world's leading Life Science R&D companies to manage terabytes of data, accelerate new drug discoveries, and transition to next generation precision digital healthcare. The highlight of this latest release is the new Dataflow Studio feature that provides a graphical, drag-and-drop interface. This allows users to create complex flows of data involving a variety of tasks such as crawling, ingestion, curation, and integration with other data tools. "Data orchestration use cases often involve elaborate flows with multiple data sources, complex transformations, and integrations with diverse tools," said Milind Chitgupakar, Chief Analytics Officer, and co-founder at Modak. "Modak Nabu's new Dataflow Studio capability empowers data teams to simplify creation, scheduling, and monitoring of these flows through an intuitive UI, which significantly improves the productivity of data engineers in an enterprise." Leveraging the latest version of Modak Nabu™, enterprises can jumpstart their data transformation journeys and gain competitive differentiation from enhanced features that include: Dataflow Studio: Graphical user interface for creating end-to-end dataflows for analytics use cases. Automated data pipelines across cloud providers: Simplifies the process of onboarding data from a variety of sources to different cloud environments. Workspaces: Increases productivity of data teams by providing a collaborative environment for planning, executing, and monitoring data products. Multi-tenancy: Meets enterprise data governance requirements by providing fine-grained access control. Data observability and quality: Proactive approach monitors the health of data pipelines metrics. About Modak Modak is a solutions company that enables enterprises to manage and utilize their data landscape effectively. We provide technology, and cloud-agnostic software and services to accelerate data migration initiatives. We use Machine Learning (ML) techniques to transform how structured and unstructured data is prepared, consumed, and shared. Modak's portfolio of Data Engineering Studio provides best-in-class delivery services, managed data operations, data mesh, data fabric, augmented data preparation, data quality, and governed data lake solutions.

Read More


CloudFabrix Announces Observability Data Modernization Service to Map Non-OTel Signals to OTel Signals for Observability Data Clouds and Data Lakes

Prnewswire | April 12, 2023

CloudFabrix, the inventor of Robotic Data Automation Fabric (RDAF) and the "Data-centric AIOps" leader today announced the availability of its Observability Data Modernization Service for its RDA platform. This service transforms, enriches, and maps Non-OTel signals to OTel signals which can be used by CloudFabix AIOPs as well as any other OTel-compliant backend platforms. This enables several operational domains' MELT signals to be ingested with full-stack service maps, enrichment, and Telemetry. CloudFabrix AIOps and other 3rd party OTel backends can now query, contextualize, correlate, and use AI/ML for RCA and remediation. As they say "OpenTelemetry is eating the world" and has become the gold standard for Observability, in this "Experience Economy". OpenTelemetry (OTel) is a set of APIs, SDKs, and tools to instrument, generate, collect, and export telemetry data (signals). It is an Open Source project under Cloud Native Computing Framework (CNCF) and is the 2nd most active project after Kubernetes, with growing adoption. OTel furthers CloudFabrix's vision around Robotic Data Automation Fabric, where Data quality, Data automation, and Data correlation are paramount for visibility, insights, and action. However, there are still applications and libraries which do not use OTel standards and use vendor-specific agents for data collection. This will not change overnight. CloudFabrix's Open Telemetry support takes this into consideration and supports workflows that present the customer with a Roadmap to OTEL adoption. ODM Service for any OTel backends - Applications and libraries not supporting OTEL can leverage RDAF Bots which transform and ingest OTel-compliant signals into an OTel collector. These signals can then be exported to any OTEL backends. Topology information needed for service maps is ingested using metadata, which can be leveraged by any OTel backend for visibility, insights, and actions for these non-OTel deployments. ODM service for CloudFabrix Data-centric AIOps backend – Standards-based OpenTelemetry collector ingests cross-domain MELT signals into Robotic Data Automation Fabric at the Edge, across Hybrid and Multi-cloud deployments, using generic exporters. Data-centric AIOps platform then runs Composable pipelines, in-place search, services, and Dashboards. OTel attributes are leveraged by RDAF to build cross-domain context with Application Dependency and Impact maps. Out of box services - AIOps, FinOps, Log Intelligence and custom-built services use this context to provide insights and actions ODM Service will also support both of these workflows simultaneously. With this support, end customers can now adopt a roadmap for OTel adoption. Existing applications with instrumentation can now ingest non-OTel signals, into OTel backends as well as for Cloudfabrix AIOps. Strategic partners benefit from this roadmap, as the platform can support any of the OTel backends. "Open Telemetry support furthers our vision of Data-centric AIOps, converging operational domains - Observability, Security and Networking around data. Our Robotic Data Automation Fabric complements OTel and enables eco-system partner backends and customers on a path to OTel adoption," said Bhaskar Krishnamsetty, Chief Product Officer at CloudFabrix. Supporting Quotes Ron Williams, Principal Analyst, Gigaom "CloudFabrix's Bot-based Observability Data Modernization Service is a significant development for the Open Telemetry ecosystem. Any Observability provider can now consume non-OTel data using this service to deploy in hybrid environments that are not OTel compliant and still deliver all the OTel benefits. This enables a path for end users and OTel providers for phased OTel adoption. We will be watching this development as it matures," said Ron Williams, Principal Analyst at Gigaom. About CloudFabrix CloudFabrix is the leading Data-centric AIOps Platform vendor and the inventor of Robotic Data Automation Fabric (RDAF). RDAF delivers integrated, enriched and actionable data pipelines to operational and analytical systems. RDAF unifies Observability, AIOps, and Automation for Operational Systems and enriches analytical systems. CloudFabrix empowers Business and IT leaders with AI-powered actionable intelligence to make faster and better decisions and accelerate IT planning and Autonomous operations. For more information, visit

Read More