Andy Hasselwander

Chief Analytics Officer

As Chief Analytics Officer, Andy leads the marketing data and analytics functions at MarketBridge, joining the firm (for the second time) in 2018. Andy brings 20+ years of marketing strategy, data science, and software development experience to the firm.

Joining MarketBridge in 1997, Andy progressed from Analyst to Senior Vice President over the course of 12 years, launching the analytics practice area. He pioneered methodologies across attribution, insights, and optimization, and built the firm’s original marketing data warehouse. Andy led over 50 engagements with Fortune 500 clients across technology, financial services, life sciences, and consumer, and recruited, developed, and managed the world-class MarketBridge analytics team.

After leaving MarketBridge in 2009, Andy led the product and consulting teams at Collage Group, a marketing strategy firm focused on the most influential consumers in the U.S. While at Collage, Andy launched and ran the VozLatinum bilingual consumer panel; Insights Designer, a SaaS survey analysis platform; and Custom Market Profiler, a geospatial data analytics platform. In a dual role as leader of the professional services team, Andy also recruited and led the analytics consulting and research teams, which provided insights and strategies to the Fortune 1000.

Upon leaving Collage, Andy joined Employee Navigator, a leading benefits administration and HR SaaS platform. While there, Andy led the product team as well the partner data integration team. Andy also served as the analytics center-of-excellence. Andy has a BA from Colgate University, magna cum laude, and an MBA from NYU-Stern with distinction.

Andy’s Posts

The Right Marketing Mix for Various Scenarios

Subject: Go-to-Market Strategy, Marketing ROI, Multichannel Marketing

Our Chief Analytics Officer, Andy Hasselwander, covers what he has learned from measuring go-to-market effectiveness across many different industries during his career. From five product dimensions that matter when choosing a marketing mix to the 4 marketing mix decisions that matter.

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6 Most Common Marketing Analytics Pitfalls

Subject: Marketing Analytics

Over the past decade, we have identified 6 common pitfalls that hinder effectiveness. By understanding these pitfalls upfront, marketing analytics teams can operate in a more agile, scientific way.

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The Art and Science of Measuring Marketing’s Effectiveness

Subject: Marketing Analytics, Marketing ROI

As marketing success metrics become harder and harder to measure, many marketing leaders are struggling to prove their effectiveness to the C-Suite. Andy Hasselwander, Chief Analytics Officer at MarketBridge, joins Lee Kantor from the Business RadioX studios for Richmond Business Radio to explore how MarketBridge is …

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How Marketers Can Curb Metrics Cravings in the Post-Cookie World

Subject: Marketing Analytics, Marketing ROI, Multichannel Marketing

Our analytics expert, Andy Hasselwander, shared his advice with CommPRO on how marketers can achieve sweet victory with marketing campaigns in the post-cookie world

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MarketBridge Recognized as Top 10 Marketing Analytics Solution Provider

Subject: Marketing Analytics, Other

MarketBridge, the leading provider of rapidly scalable, innovative go-to-market solutions, was recognized as one of MarTech Outlook Magazine’s Top 10 Marketing Analytics Solution Providers in 2022.

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The Evolution Of Marketing Measurement

Subject: Marketing Analytics, Marketing ROI

Our analytics expert shared his expertise with on the evolution of marketing measurement, including what it looks like today.

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5 Strategies to Improve Marketing Effectiveness This Year

Subject: Content Marketing, Marketing Analytics, Multichannel Marketing

Our analytics expert shared his advice with DestinationCRM on what marketers should do to improve marketing effectiveness while navigating the post-cookie world.

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The Problem with Multiple Customer Segmentations

Subject: Buyer Journeys, Customer Analytics, Marketing Analytics

It can be tempting to create the perfect segmentation; however, multiple customer segmentations are almost always a mistake. Download our checklist “10 Step Checklist for Creating Actionable Segmentations and Personas” for additional insights.

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The Art of Data Science: Understanding Data’s Role in Business

Subject: Marketing Analytics

Andy Hasselwander, Chief Analytics Officer at MarketBridge, joins Accelerating Value to discuss common mistakes companies make with data analytics, the measurement trap (and how to avoid it), and why data specialists need to better understand the businesses and industries they work in.

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Where Subscription Marketers Need to Focus Their Energy

Subject: Cross-Selling, Customer Retention, Lead Generation and Nurturing

With limited dollars to place on subscription services, subscription marketers must focus on 4 customer lifecycle stages to engage and delight consumers.

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