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.
The Promise of the Marketing Data PlatformSubject: Other
A relational data warehouse built with standardized schemas, loosely coupled to source systems, and extended to meet a company’s unique requirements.Read More
Thoughts on the Microsoft-SAP-Adobe Open Data AllianceSubject: Other
This week, Microsoft, SAP, and Adobe (I’ll call it the MAS alliance moving forward) announced an “Open Data Initiative” or ODI. The general consensus is that this is a competitive response to the increasing domination of Salesforce.com in the CRM and marketing technology space, whose …Read More
Measuring Return on AnalyticsSubject: Marketing Analytics, Marketing ROI
The Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics/data science (I use the terms interchangeably), and is written as such. While these concepts should absolutely be useful for executives …Read More
What About Small Data? Part 2Subject: Marketing Analytics
Getting Back to Growth by Playing Small Ball The ADBUDG curve is a 40-year old handy heuristic for modeling marketing spend vs. return. It was first used for broad-reach advertising. The concept is pretty simple: The curve starts out flat, as dollars are invested to …Read More
10 Step Checklist for Creating Actionable Segmentations and PersonasSubject: Marketing Analytics
For all of the talk around one-to-one marketing, human beings still need frameworks to understand their world, and marketers are no exception. The word “segmentation” might be ubiquitous among marketers, but it’s difficult to find two people who can agree on what segmentation really means …Read More
How to Build a Product-Centric Data Science OrganizationSubject: Marketing Operations
Realistically, most data science is heads-down, unpredictable activity. Typically, a data scientist is given an objective, such as “tell me the part-worth of TV in my advertising mix”, or “come up with a classifier to put a lead into the correct segment,” and has to …Read More
6 Step Framework for Marketing Content OptimizationSubject: Content Marketing
In today’s marketing landscape of channel proliferation, ultra-savvy buyers, and chronic shortages of time and attention, investing in really good content might be the highest ROI decision a CMO or CRO can make. Really good content performs in a non-linear way, but what is it …Read More
What About Small Data? Part 1Subject: Marketing Analytics
Big data remains all the rage. After exploding onto the scene in roughly 2012, with the popularization of the Hadoop framework, the big data lens still dominates the “LinkedIn press.” This myopia is certainly not without its merits; machine-generated data contain vast amounts of signals …Read More
Coming Full Circle: Bringing Art Back to Marketing ScienceSubject: Marketing Analytics
Yesterday was my first day (back) on the job at MarketBridge leading marketing analytics. I’ve been gone for nine years, and it is truly great to be back at this special organization. This return to my roots, with person after person telling me “welcome home,” …Read More