EXPERTISE

Marketing Analytics, Marketing ROI

My academic work on measuring short-run and long-run impact of marketing on business performance is directly linked to the challenge of optimal allocation of scarce marketing resources. These allocation practices are now in place at a substantial number of large firms around the world. I co-founded MarketShare, a global marketing analytics firm with over 500 employees. MarketShare continues to operate as a division of TransUnion, who acquired it in 2023. I currently advise LiftLab on digital marketing analytics. Speaking engagements, possible research collaboration.