Caleb Upson

Caleb Upson

SEM Analyst

SEM Analyst Caleb Upson came to (un)Common Logic in 2017 from a background of solving problems based in physics; since then, he has pivoted into one of our leading specialists in AI and data analytics. With his flair for comic absurdity, Caleb can be counted on to make anyone smile.
What is your background?

Prior to working with (un)Common Logic, I worked in the HVAC industry after graduating from Texas A&M University with a B.S. in Mechanical Engineering.

What are your responsibilities at (un)Common Logic?

I’m currently an SEM Analyst. My main responsibilities include optimizing, updating, and building accounts while identifying strategies for paid search. I also work on identifying new technological developments for the company as well as develop automation processes to streamline analysis.

What’s your favorite thing about working at (un)Common Logic?

It’s a great environment to work in because of the people. There’s a great sense of camaraderie here, but also a drive to provide the best for our clients.

What’s the most challenging aspect of your job?

The fast pace. This industry has a lot of changing practices and to keep up with the ever-evolving environment can be a challenge, but there’s always something new to learn.

Anything big happen this year outside of work?

I played a show at SXSW, the yearly music expo that Austin hosts.

What makes Austin special?

Austin always has something to do from exploring the Greenbelt to live music. There’s an abundance of places to eat and several great breweries around here, two of my favorite local beers are the (512) Pecan Porter and the Independence Stash IPA.

What makes you (un)Common?

I hosted a radio show for a couple years in college at KANM.

What’s the biggest digital marketing change you think will occur by the end of 2018?

The market push towards machine learning/automated processes. Google, and other search channels, have pushed machine based bidding with a goal of shifting account focus to higher level strategy. The machine learning based bidding responds to market fluctuation according to account parameters to minimize the need for micro-managing accounts. Coupled with the recent dialogue on user privacy, I expect “smart bidding” to change over the course of the year as questions of data usage and identity arise.