He sold brand-lift measurement to Nielsen before most people knew what brand lift was. Now he wants to know exactly who opened the box.
Before there were dashboards tracking whether a Super Bowl ad actually moved brand preference, Dan Beltramo was building the infrastructure to measure it in real time. That was 2004. He called the company Vizu. He sold it to Nielsen eight years later, after doubling revenue every single year between those two events.
That kind of runway - not a pivot, not a near-death experience, just five consecutive years of doubling - is not an accident. It is what happens when someone trained in Decision Analysis at Stanford meets a market that has not yet been told it needs a thing.
The post-purchase moment is one of those markets. When a consumer buys a product - say, a blender, a television, a power drill - a brand has a window. Not a long one. The unboxing is fresh, the emotional investment is high, the person is reachable. Most brands waste it. A warranty card in the box. Maybe an email. Then silence until something breaks.
Beltramo looked at that silence and saw a platform. In March 2026, he took the CEO seat at Registria, a Denver-based company that has spent years building what it calls Ownership Experience Management - a system that helps brands identify their actual customers, engage them at the right moments, and turn first-party ownership data into a competitive asset.
The thesis is not complicated. Every brand should know who owns their products. Almost none of them do. Registria changes that equation, and Beltramo - who has built companies around the exact problem of knowing who is on the other side of an interaction - is the right person to accelerate it.
The post-purchase moment is the most underinvested real estate in customer experience. Every brand should know who actually owns their products - that is the foundation of any real customer relationship.
- Dan Beltramo, CEO of RegistriaPioneered real-time brand lift measurement in digital advertising - the ability to know, in real time, whether a campaign was actually changing how consumers felt about a brand. Doubled revenue for five consecutive years.
Acquired by Nielsen 2012After the Vizu acquisition, Beltramo led Product Leadership for Marketing Effectiveness Products, scaling the brand lift infrastructure to Nielsen's global client base.
Post-Acquisition IntegrationCo-founded in April 2018 and drove 80x revenue growth through organic expansion and PE-backed acquisitions including Digimind, Critical Mention, and Kantar's Reputation Intelligence. Patented PR attribution and "power of voice" metrics.
80x Revenue GrowthLeading the Ownership Experience Management (OXM) platform that helps consumer brands identify buyers, collect first-party ownership data, and deliver personalized post-purchase journeys at scale.
Current RoleBeltramo did not arrive at data analytics through the engineer's door. He came through the brand manager's door, which turns out to be a better entrance for understanding why measurement matters.
At Clorox, he managed brands most people have in their kitchens or garages. Hidden Valley Ranch. Armor All. Fresh Step. These are not glamorous products, but managing them requires an unusually practical understanding of consumer behavior - what people buy on autopilot, what they're loyal to, what they switch when the price changes by thirty cents. That sensibility - data in service of human decisions - runs through everything Beltramo has built since.
Instill Corporation came next. Foodservice data and software, serving the back-office needs of chains like Coca-Cola, Nestle, and Yum! Brands. VP of Marketing for five years. It is the kind of job that does not make headlines, but it is where you learn how large enterprises actually consume data - slowly, skeptically, and only when you have translated it into something that maps to a decision they already need to make.
Then came Vizu, and the bet that digital advertising was about to have a measurement crisis. In 2004, the industry was optimizing for clicks. Beltramo's co-founders argued this was the wrong signal - that what mattered was whether anyone's opinion of a brand had actually changed. They built the infrastructure to answer that question in real time. The market, once it caught up, agreed enthusiastically. Nielsen paid to own it in 2012.
The EVP chapter at Nielsen is the part of the career that gets summarized in a line, but it matters more than it looks. Post-acquisition integration is where most founders lose the plot - either absorbed into bureaucracy or shipped sideways into advisory limbo. Beltramo used the seat to take Vizu's core measurement infrastructure and scale it across a global organization. That is an operational skill, not just a founder skill, and it explains why Onclusive trusted him to build not just a company but a roll-up.
Onclusive, co-founded in April 2018, was the most ambitious chapter. PR analytics was a fragmented market - dozens of small tools serving overlapping needs with incompatible data. Beltramo's strategy was consolidation: acquire Digimind, acquire Critical Mention, acquire Kantar's Reputation Intelligence unit, and stitch them into a single platform with common measurement standards. The 80x revenue figure is the headline. The underlying work was category creation - convincing the communications industry that "power of voice" and PR attribution were real metrics, worth paying for, worth building organizations around.
He stepped back from the CEO role at Onclusive in early 2022, transitioning to Chief Innovation Officer and leading a team of 175+ data engineers, product managers, and product marketing professionals. By any reasonable accounting, he was already done. Two exits. Multiple recognitions. A pipeline of professionals trained in his image.
Instead: Registria. The opportunity is the ownership moment - that brief window after a purchase when a brand can actually reach a real human being who just voluntarily spent money on their product. Registria's OXM platform turns that moment into a durable relationship, using smart QR codes, AI-powered personalization, and digital concierge tools to capture who bought what, and then serve them an experience worth remembering.
For Beltramo, it is a familiar pattern: find the gap between what brands want to know and what they actually know, build the infrastructure to close it, and wait for the market to realize the question mattered all along.
Co-founded Vizu and pioneered real-time brand lift measurement in digital advertising - a metric the entire industry now relies on.
Doubled Vizu's revenue for five consecutive years before a successful exit to Nielsen in 2012.
Built Onclusive from a startup to an 80x revenue growth engine through a disciplined roll-up strategy and PE partnership.
Named one of PR Week's Top 25 Most Influential People in Communications (2020).
PR Week Dashboard 25 Honoree (2023) - recognized for shaping communications technology.
Patented PR attribution and "power of voice" measurement metrics at Onclusive.
Led a 175+ person team of data engineers, product managers, and product marketers at Onclusive.
Member of Young Presidents' Organization (YPO), a global leadership community for chief executives.
Appointed CEO of Registria in March 2026 to accelerate the Ownership Experience Management platform.
Real-time brand lift measurement was a radical idea in 2004. Post-purchase ownership data is the radical idea of 2026. The pattern does not change - only the problem does.
On the through-line of Dan Beltramo's careerOfficial profiles, company pages, and coverage worth reading.