US/Israeli Mobile marketing analytics platform Singular has beefed up its executive team with the addition of Patrick Mork.

Previously with Google, Get Jar and Glu Mobile, Mork (aha 'Mad' Mork) takes the CMO role at Singular.

At Google, he built the Google Play brand, growing the business to several billion dollars of revenue in two years from its rebranding from Android Market.

Streamlined

"I'm thrilled to be joining Gadi and the team as they look to make mobile marketing a much simpler and measurable channel for marketers," Mork commented.

"At Google, I was shocked at how difficult and time consuming it was for us to aggregate and compare data from multiple advertising and attribution sources to understand where we were getting the best ROI.

"Smart marketers today realize that ROI, not clicks, installs or even revenue, is the only true metric that matters and I strongly believe that Singular's ability to bring marketers cost, revenue and ROI data in a single unified solution is going to set the standard for marketers globally."