Tom Allin: London

Security Check: 
Tom work at Skimlinks as Head of Publisher Development.

Tell us more about what you do there:
Skimlinks is a monetisation and analytics platform used by some of the world’s leading publishers (and, increasingly, e-commerce retailers) including Hearst Magazines, The Telegraph, The Daily Mail, Gawker Media, Vox Media, Mumsnet, and Refinery29, to measure the purchase intent that is generated by content. To date, many of the mechanisms that have been used to do this focus on what happens immediately before a consumer actually transacts; we have a unique solution that views the entire path to purchase.

My role involves working with our publisher facing sales and account management teams to assist publishers with their use of the platform. Quite often we are working with different teams to help identify trends in the data that may influence content strategies or be used to present a compelling story about the brand to an advertiser looking to work with the site.

We are currently pioneering the use of a brand new word: ‘comtent’. Comtent is a subset of ‘content’ that focuses specifically on commerce (so products, brands or retailers). Our plan is to have the word in the dictionary by 2017, we’ve some work to do but watch this space.

If you’re still confused and my definition doesn’t make much sense to you can head to where we showcase the best examples from our network. 

What else should we know about you?
It wouldn’t be right to mention to write about New York without mentioning my lovely girlfriend Jo. We’ve been very lucky in that at the same time as it made sense for Skimlinks to make my move to New York permanent Jo was also able to secure a move with her company, MediaCom. 

What’s your historical London and New York connection? 
It’s a fairly recent one. I had not travelled to New York at all until last year, however, in the last 12 months I’ve spent significant time there, travelling quite regularly back and and forth to London. I plan to move out there permanently in the very near future. 

Describe your experience in London as a New Yorker.
I was prepared for New York to be a fairly rough, hard city. It obviously has some of those characteristics but overwhelmingly the atmosphere and people were friendly and welcoming.

When I have been asked to describe the differences between the two cities I often say that you can do everything you can do in New York in London, but you might have to travel further or work harder to get to it. The sheer concentration of amazing restaurants in New York is perhaps the most enjoyable difference. 

How can New York and London better engage with each other? 
Two things: simplifying the visa process & cheaper flights. It’s that simple really.

Perhaps 3460 should arrange an inter-city 5 a side tournament too, that would be good! (We’ll let you organise that one Tom!).

Favorite NYC secret spot: I walked past Duff’s every night for a month before deciding to go in. Before entering I couldn’t really work out what sort of venue it was but I was very curious (it’s very obvious as soon as you head in!). The happy hour is great ($1 PBR) and they also have a wheel you can spin to win free drinks or if you’re unlucky, forfeits. I reckon even if, like me, your days of listening to metal are far behind you, you’ll probably enjoy Duff’s.

Favourite London secret spot:  This is very tough, I think I am going to go for two venues that have something in common with each other. Now I think about it, both have something quite ‘New York’ about them, whilst at the same time also feeling quintessentially ‘London’ too.

1) Indo in Whitechapel is a small, thin pub that resembles a dive bar of sorts. It can get very packed and quite raucous; a heady atmosphere that spills out onto the streets in summer.

2) Biddle Bro’s in Clapton– started by three friends 10 years ago, Biddle Bro’s is a bar housed in an old builders merchants. They have a wild and varied music programme and attract a crowd comprising of all the different tribes who now call Clapton their home. 

If you could live anywhere in the world, where would it be and why?
New York in the Spring and Summer and then the French Alps for the Winter. 

In flight entertainment:

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