When the world’s leading brands want to sharpen their marketing strategy, they call Neil Hoyne, Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School. In his recent book, Converted: The Data-Driven Way to Win Customers’ Hearts, Neil shares a playbook that any marketer or brand can use to develop stronger, long-term customer relationships.

In the Q&A below, Professor Eric Bradlow, Vice Dean, Analytics at Wharton and GBK Collective Co-Founder, interviews Neil on best practices for applying better data to understand target customers and high value segments, how to ask the right questions to anticipate customer needs, and how to effectively measure the impact of your marketing efforts.

Today for our employee spotlight series, we chatted with Dan Yavorsky, PhD, who recently joined as Senior Vice President, Analytics and Marketing Science, in our LA office. Dan brings more than 10 years of analytics and consulting experience including strategic management at Bain & Company, and prior to that, Cornerstone Research.

In his new role, Dan oversees GBK’s analytics & marketing science practice, advising clients in the areas of customer segmentation, choice modeling, customer lifetime value, brand equity, marketing attribution and marketing mix modeling, among other areas. Let’s learn more about him.

Today we’re thrilled to welcome Dr. Americus Reed II, renowned author, loyalty expert and Whitney M. Young Jr., Professor of Marketing at the Wharton School. As the Wharton Marketing Department’s pre-eminent “identity theorist”, Dr. Reed’s research and work as a consultant have been instrumental in helping many of the world’s most iconic brands such as Disney, Estee Lauder, Google and Microsoft to define a successful brand strategy.

This month, meet Nick Costanza, who recently joined as a Senior Research Manager in our Chicago office. After studying business and operations, Nick has spent the past 5 years focused on marketing strategy, research and insigh…

This month, meet Nick Costanza, who recently joined as a Senior Research Manager in our Chicago office. After studying business and operations, Nick has spent the past 5 years focused on marketing strategy, research and insigh…

This month, meet Nick Costanza, who recently joined as a Senior Research Manager in our Chicago office. After studying business and operations, Nick has spent the past 5 years focused on marketing strategy, research and insigh…

This month, meet Nick Costanza, who recently joined as a Senior Research Manager in our Chicago office. After studying business and operations, Nick has spent the past 5 years focused on marketing strategy, research and insigh…

Written by Jon Greenwood, Co-Founder and CEO

In the summer of 2015, I sat on a train about to depart Philadelphia train station. Something was eating at me and I fidgeted in my seat. I had just watched my friend and the chair of the Wharton School’s marketing department, Professor Eric Bradlow, deliver a keynote speech at a marketing conference. As a senio…