The Science of Marketing: Using Data & Analytics for Winning


Signpost DropShadow resized 600

We couldn't be more excited to give you access to the wealth of knowledge from all of our note-worthy speakers. They hail from various brands, agencies, publishers, and technology providers, and hold some of the highest positions in those companies. Their industry expertise will shine through in all of the sessions that they are a part of and help you better analyze your data to take your marketing strategy to the next level!

Patrick (mullen)Patrick Acosta, Senior Vice President Director of Analytics - mullen

Patrick is a pretty down-to-earth guy for someone who used to oversee a $2 billion annual media budget at AT&T. He came to our organization from the telecommunications giant because he thrives on working in an integrated environment where sophisticated data analysis and insight drive powerful creative ideas and innovative media solutions to produce significant business gains. At AT&T, he was Executive Director of Media Research & Insights and led consumer segmentation strategy, media mix modeling and competitive reporting within the company’s Media Services group. He has media planning and optimization experience in every key media channel, including network, cable and spot TV, digital, out-of-home, national magazine, newspaper and radio. Over the course of his agency and client-side engagements, Patrick has developed 11+ major proprietary, solution-based media systems to increase project efficiency and accuracy. Patrick is an avid outdoorsman — like Mark Zuckerberg, he only eats what he kills — and a pretty serious fantasy baseball and football geek.


KeithAnderson12Keith Anderson, Vice President, Digital Advisory - Retailnet Group

Keith Anderson is Vice President and Senior Analyst of RNG’s Advisory Practice, specializing in strategic planning, ecommerce, integrated online-offline retailing, big data, shopper insights & marketing, social media, and mobile commerce. An industry analyst and strategist for leading retailers and manufacturers including Walmart, Target, Safeway, Best Buy, P&G, Colgate-Palmolive, Unilever, and Coca Cola, Keith’s insights on retail and technology have been featured in Financial Times, Forbes Magazine, Shopper Marketing Magazine, Strategy, and the Denver Business Journal.

He has been a featured keynote at the National Frozen and Refrigerated Foods Association (NFRA) Conference, Shopper Marketing Expo, Brand Activation Association (BAA), Food Marketing Institute (FMI) and other retail, technology, and media events. Outside of his speaking schedule, Keith hosts RetailNet Group’s Mid-Year and Year-End Forum conference series. Prior to his current role, Keith was an analyst for Management Ventures International, now Kantar Retail. Additionally, he has served as an advisor to InPlace Mobile, a venture-backed mobile technology company and holds a B.A. from Boston College.


baker mikeMike Baker, Co-Founder & CEO - DataXu

Mike is a serial entrepreneur and investor.  Currently he is co-founder and CEO of DataXu, a leader in digital marketing management solutions.

Before DataXu, Mike was a Vice President at Nokia, where he created and ran Nokia Interactive.  He came to Nokia through its acquisition of pioneering mobile media company Enpocket, where he was the founding investor and CEO. He has also been Executive Vice President at CMGI and Engage Technologies, early Internet IPOs. Along the way, Mike was a corporate partner in a venture capital firm and a telecom and media lawyer in Washington, DC.

An angel investor in over 20 companies, he is currently chairman of the board of Nexage, a mobile advertising solutions provider.


Leon BarsoumianLeon Barsoumian, VP Director, Analytics and Insights - Havas

Leon leads the Boston office analytics practice. As part of his role, Leon provides thought leadership around strategic measurement and analytics solutions to ensure the proper mechanisms are in place to maximize a clients' advertising investment. Some of his latest efforts are trying to operationalize attribution modeling outputs into weekly media optimization efforts for a large scale direct response client. Leon spends a large portion of his time working closely on Choice Hotels, Fidelity Investments, Panasonic and Autozone. Before joining Havas Media Leon spent three years at Digitas running the Strategy and Analytics teams on the P&G accounts where he managed a team of seven analysts across two offices to service 12 brands. During his last year he had the added responsibility of working on the nation's second largest bank and financial investment company and managing several additional analysts. For seven years Leon worked in marketing functions in financial services and large and small retail companies, where he was responsible for merchandise analytics, web analytics and all online marketing, including email and paid search. His analysis and marketing efforts led some of these companies to grow 10-25% annually.


Cesar A Brea PhotoCesar A. Brea, Partner - Force Five Partners

Cesar is the co-founder and managing partner of Force Five Partners, LLC, a marketing analytics consulting firm.  Force Five Partners helps multi-channel marketers in a variety of sectors develop their analytic decision-making capabilities through highly-accountable, hands-on support for design and execution of marketing campaigns and programs. Earlier this year Cesar published "Pragmalytics: Practical Approaches to Marketing Analytics in the Digital Age" (

Cesar played senior leadership roles at Monitor Group's digital media and marketing practice, and at Razorfish. Cesar also helped to build two local software firms, ArsDigita and Contact Networks. Earlier, Cesar was a consultant at Bain and Company and a banker at J.P. Morgan. Cesar graduated from Harvard and Dartmouth (MBA), and is a long-time MITX member, speaker, and judge.


Catanzaro SandroSandro Catanzaro, Co-Founder & Senior Vice President of Analytics and Innovation - DataXu

Sandro Catanzaro is the kind of technologist and data science virtuoso whose knowledge of business issues shapes the DataXu platform’s ability to gain marketing insights from customer data. Drawing on his business and science background, he co-invented the real-time optimization algorithm at the core of the DataXu platform. Sandro earned two Master’s degrees from MIT – one from the Sloan School of Management, the other from the Department of Aeronautics and Astronautics.

Prior to attending MIT, Sandro launched several successful businesses in his native South America, including one that was acquired by Unilever.


Michael ChinMichael Chin, Vice President of Business Development and Strategic Accounts - SocialFlow

Michael Chin is the VP of Business Development and Strategic Accounts at SocialFlow. Previously the VP of Marketing, Michael helped to build SocialFlow as an industry leader in social media optimization. He was particularly instrumental in establishing the company as the optimization solution for the social media efforts of major news organizations and Fortune 100 brands.

Before joining SocialFlow, Michael was SVP, Marketing at KickApps, a leading social media platform. Prior to that, Michael was Director of Marketing at StormPlay Entertainment Systems and an Account Manager at Niehaus Ryan Wong. Michael is considered a leading authority in social media and is a frequent speaker at conferences such as CES, Digital Hollywood, CMO Summit, The Digital Media Conference, DPAC II, Digiday and Ragtime UK. He has guest lectured on social media and interactive marketing at Baruch College and Bentley University’s MBA programs.


Sonia ChungSonia Chung, Head of Insights Strategy, Agency Business Development - Google

Sonia Chung is the Head of Insights Strategy in the Agency Business Development Group at Google. In her role, she leads a team that drives consumer and brand insights with Google data. In addition, she works on many thought leadership point of views while also driving key education sessions both within the Google organization and externally for clients. She also works closely with our Engineering team to help build our next generation of Insights Tools. Before Google, Sonia was a VP in the Strategy & Analysis group at Digitas where she developed cross channel strategies across both online and offline programs. Sonia holds a BS in Mathematics from the University of Illinois and an MBA from the University of Chicago. 


Brian Dalessandro Head ShotBrian Dalessandro, VP Data Science - Media6degrees

Brian is a practicing data scientist with 12 years of modeling experience, ranging from high energy particle physics to online advertising. Over the past 4 years, Brian has been a lead researcher in developing m6d’s patent pending machine learning technology, taking the company from pre-revenue stage to supporting 100s of concurrent client campaigns. Brian's current research interests include building autonomous machine learning systems over big data architectures, causal inference and influence attribution. Brian is an active member of the ACM SigKDD community and served as a co-chair for the 2012 and 2013 KDD Cup competitions. Prior to joining m6d, Brian was a Senior Research Analyst at, exploring the dynamics of group evolution and development, and before that, a credit risk modeler for American Express. Brian holds an MBA with a concentration in Statistics from NYU and a BS in Mathematics and French Literature from Rutgers University. When not solving research problems, Brian moonlights as a professional drummer for the indie rock band Coastgaard.


Fields, JasonJason Fields, Vice President - Agency Oasis

Jason has been with Oasis since 2009 and with nearly fifteen years of interactive service Jason offers an analytic and personalized vision of the industry to Agency Oasis. With components of design, development and experience architecture in his past he offers an expansive range of to all of Agency Oasis's clients by leveraging best practices from many verticals against business needs. In support of his industry work Jason holds a Faculty position with Emerson College instructing Masters Candidates on web design, development and maintenance prior to their matriculation.


Michele GoetzMichele Goetz, Senior Analyst - Forrester

Michele serves enterprise and data architect professionals. She is a leading expert on data quality, data integration, metadata management, master data management, and data governance. Michele helps enterprises leverage data assets more effectively by improving the availability and accuracy of the information that businesses use in processes and analytics.

Prior to joining Forrester, Michele managed the business intelligence and data management programs at PTC. During her tenure, she developed and led the global consolidation of customer data across multiple CRM platforms to support a single view of the customer and manage enterprisewide data quality. In addition, she established data governance and data quality teams and programs to support a center of excellence for data management. Michele also held an executive position at Trillium Software, a provider of data quality solutions and services, introducing thought leadership and recommendations on how organizations can improve data quality and governance programs.


OwnerIQ CEO photo JayHabegger 3x4Jay Habegger, CEO - OwnerIQ, Inc.

Jay Habegger is a digital media pioneer and co-founder of Boston-based OwnerIQ, Inc. OwnerIQ is pioneering the concept of Path to Purchase Media by transforming consumer's interactions with products and brands along the path to purchase into powerful new online advertising solutions and marketing channels.

Considered an authority on the subject of new digital shopper marketing and retailer advertising techniques in the world of data driven advertising,  Jay Habegger has written several bylines for prominent advertising and retail publications such as AdAge, Internet Retailer, Dealerscope and TWICE Magazine.  He has also been a guest speaker at several events attended by C-level marketing executives, such as: CMO Collective, iMedia Brand Summit, The Ad Club, presenting on the same subject. Prior to OwnerIQ, Jay was the CEO and President of Bitpipe, leading the company from its beginnings through its sale to TechTarget in 2004 in a $40M transaction.


Jesse Harriott 2Jesse Harriott, Ph.D., Chief Analytics Officer - Constant Contact

Dr. Jesse Harriott is currently Chief Analytics Officer at Constant Contact. Prior to Constant Contact, Jesse was Chief Knowledge Officer at Monster Worldwide where he helped drive annual revenue from $300 Million to over $1.3 Billion. Harriott started an international analytics division at Monster and created the Monster Employment Index in more than 30 countries, now tracked in the United States, Europe and Asia by millions of people. He also led Web analytics, business intelligence, competitive intelligence, data governance, marketing research, and sales analytics departments for Monster.

Prior to Monster, Dr. Harriott created an analytics consulting practice for e-commerce company Gomez (now Compuware), where his team led projects for Internet start-ups and well-known brands, including, WebMD, and Fidelity. He has advised many private and public organizations regarding analytics and labor market issues, including the White House, the Department of Labor, the European Commission, the Federal Reserve, the National Governors Association, the Clinton Global Initiative, and various U.S. senators. He has authored several publications, including the books Win With Advanced Business Analytics (Wiley) and Finding Keepers (McGraw-Hill).


Hewitt headshotPerry Hewitt, Chief Digital Officer - Harvard

Perry Hewitt is an established leader in digital strategy and communications, with deep experience in the corporate and not-for-profit sectors. Her background includes both traditional business and marketing, as well digital and social innovation and management. As Chief Digital Officer, Perry is charged with Harvard’s efforts to develop a digital strategy for communications and engagement tailored to audiences including the general public, media, and 375,000 alumni worldwide -- as well as exploring ways that organizations transform through and for their digital constituencies. Perry also serves on the strategy team for HarvardX, a broad set of faculty-led activities that includes Harvard’s founding participation in edX. Previously, Perry worked at firms including Crimson Hexagon, Razorfish, Harcourt, and Lotus Development Corporation.


ZhenjaZhenja Iosilevich, Director, Customer Development & Loyalty - Staples

Zhenja likes to practice customer-centric, data-driven, technology-enabled marketing. She is currently in charge of Staples Loyalty program and spent the last six months building the framework for a highly personalized approach to customer development and loyalty (among other things). Over the last 8.5 years at Staples she played various roles from direct marketing, digital marketing, analytics and marketing strategy. Prior to Staples, she worked at Alliance Data and consulted with such clients as Express and Bath & Body Works on the matters of customer centricity, direct marketing and database management.


erickeatingEric Keating, Director of Marketing - Compete

Eric is Director of Marketing at Compete, a Millward Brown Digital company, where he heads up digital marketing and client acquisition for their suite of advertising effectiveness and channel optimization solutions. While at Compete, Eric has led the launch of the company’s first scalable lead generation program and inbound marketing strategy, a major redesign of Compete's website, the adoption of marketing automation, and website optimization that has driven a 75% increase in ecommerce bookings and 100% increase in sales leads. Spending time with Compete clients has awarded Eric with a strong appreciation for the impact that consumer behavior insights can have on developing more effective marketing strategies and tactics.


Krupinksi Dave.jpgDave Krupinksi, Co-Founder & Chief Technology Officer -

The father of two daughters, Dave is sensitive to the role that quality care plays in balancing the day-to-day demands of career and family. As Co-Founder and Chief Technology Officer at, Dave is inspired by the opportunity to leverage technology and the Internet to solve one of the most pressing and important issues that families face today: finding quality care for their loved ones. In his role, he oversees all engineering, quality assurance, product management, reporting and analytics, production operations and IT activities for the company. Dave has more than 20 years of experience designing and developing software products and online services. Prior to co-founding, he was the Director of Product Management at Upromise from 2000-2006. During his career, Dave has held senior management and executive positions at a number of successful start-ups including (acquired by Sallie Mae), Direct Hit (acquired by Ask Jeeves) and Stylus Innovation (acquired by Artisoft). He began his career as a Software Engineer at Thomson Financial in 1988. Dave holds a B.A. (1988) and M.S. (1992) from Boston College and received an M.B.A. from INSEAD in Fontainebleau, France (2006).


Laidlaw, NickNick Laidlaw, CTO - Agency Oasis

As a co-founder and principal of Oasis, Nick provides extensive technology management and over 12 years of development experience. Nick has first hand experience architecting and developing world-class web applications using a variety of technologies. Nick’s roots are in web development with particular expertise with .Net, Cold Fusion, ASP, JSP, MS SQL and Oracle. Nick believes in a strong bond between creative and technology and holds it as a prime directive for his team. Nick is an award winning developer and contributing author within the interactive digital space.


jason lordJason Lord, Senior Director of Technical Sales - PointRoll

In his capacity as Senior Director of Technical Sales for PointRoll, Jason oversees how technology is understood and discussed in the marketplace. Jason is an avowed geek about developing compelling narratives around the dry technical details of creative and digital advertising to aid brands, agency and publishers in not only understanding what works, but how to implement it.


manu mathewManu Mathew, Co-Founder and Chief Executive Officer - Visual IQ

Manu Mathew is the Co-Founder and Chief Executive Officer of Visual IQ. He is responsible for directing the company’s growth by expanding its client base to include Fortune 500 and Internet 1000 advertisers that face performance and optimization challenges inherent in multi-channel marketing. He is also responsible for expanding the capabilities of the company’s IQ Intelligence Suite of leading edge cross channel marketing attribution software products that help brands and agencies recognize opportunities for optimization hidden in their marketing performance data. Prior to co-founding Visual IQ, Manu served as the Managing Director of Carat Fusion's Boston office.

An accomplished author, Manu has written articles for publications such as Forbes, Direct Marketing News, iMedia Connection and others, and has spoken at industry events for organizations such as the iMedia Summits, OMMA and ad:tech. He also sits on the Public Policy Council of the Internet Advertising Bureau (IAB).


Mario McHugo picMaria McHugo, Sr. Producer - Jack Morton

Maria has been a Producer/Project Manager for well over 13 years. She has an extremely diverse background producing videos, events and specifically digital media for the last 9+ years. She can manage all aspects of production including: scope & estimate creation, resource allocations/utilization for team members, schedules, status reports and negotiate with outside vendors/freelancers. Maria also enjoys having direct client contact and managing the client’s expectations. She works closely with account and production to ensure the team meets deadlines and stays on budget.


Murray Gerry.jpgGerry Murray, Research Manager, CMO Advisory - IDC

Gerry Murray covers marketing automation and best practices for IDC's CMO Advisory service. He focuses on the people, process, and technology issues necessary to optimize marketing operations and better align marketing and sales organizations. Gerry has 15 years of high technology marketing experience both as a researcher and practitioner. Gerry spent the first half of his career at IDC advising executives from some of the world’s largest computer software and services providers on market strategy, competitive positioning, and channel management. He was the Director of Knowledge Management Technology and conducted research on a worldwide scale including: market sizing and forecasting, ROI models, case studies, multi-client studies, focus groups, and custom consulting projects. Most recently he has built the interactive marketing infrastructure from the ground up at Panviva, a knowledge management solutions company. Gerry has an extensive, well-rounded marketing background and years of experience interacting with senior marketing, engineering, and C-level executives in the high tech industry.


Paul MusantePaul Musante, Vice President, Marketing - U.S. Investment Services - T. Rowe Price

Paul Musante is a vice president of T. Rowe Price Group, Inc., and T. Rowe Price Investment Services. He is manager of customer acquisition in the Retail Distribution Division of T. Rowe Price Investment Services. Before joining T. Rowe Price in 2002, he was a program officer with World Education managing economic development projects in Southeast Asia; prior to that, he was a biologist with Alza Corporation. Paul earned an A.B. in human biology from Stanford University and an M.B.A. in marketing from the Kellogg School of Management at Northwestern University.


jeff o%27neill 1Jeff O’Neill, Vice President Digital/Social Analytics - mullen

Jeff is building on 12 years’ experience in the data analysis space, most recently focusing his efforts on social media value and attribution strategies. Jeff serves as digital lead for Acura and heads up analytical strategy in Mullen’s Winston-Salem, North Carolina office. Jeff cut his teeth at several startups and during a stint at Digitas, where he worked on Bank of America, Sprint, GM, Taco Bell and other top tier clients. From a start up perspective, Jeff served as co-founder for two boutique agencies and went through two successful exits. The agencies also served as development houses that provided complimentary software platforms for Google Analytics, Salesforce and Exact Target. Jeff’s specialties include synergistically linking disparate data sets and establishing commonalities for business successes. Jeff’s time spent with his wife and children take away from his poor golf game. 


Trupti Patil ringflash 2Trupti Patil, Vice President Digital Analytics - mullen

With over 10 years of global digital strategy and analytics experience. Trupti started her career at Procter & Gamble, India; where she assisted in building the content and strategy for a teen website. In USA she worked at Bayer HealthCare, analyzing the effectiveness of their digital strategy and recommending an eCRM strategy for BayerAspirn. She also single handedly build the digital analytics capability for USPS’s “change of address portal”. Where she was responsible for recommending strategies and tests to grow online conversation as the web “change of address” is a paid service offered by USPS. At Mullen she heads the team that has been instrumental in growing, USCellular, Lenovo & Jet Blue business by leveraging digital and advanced analytics. She is very passionate about mobile and is instrumental in driving Mobile measurement strategy at Mullen.


epores bio 158x220Eric Porres, Chief Marketing Officer, Rocket Fuel

Eric Porres provides oversight for marketing operations and heads up Rocket Fuel's research center of excellence for digital consumer insight. Prior to joining Rocket Fuel, Eric co-founded Underscore Marketing, a full-service digital marketing and strategy agency, and helped expand the company internationally. He also co-founded Pericles Consulting, a "pop-up" strategic political marketing firm that developed and executed digital-marketing programs for presidential and senatorial campaigns. He is also the founder of Classelist, a web and mobile platform for parents and schools.

He recently served as CMO of ad-technology company Lotame Solutions Inc., where he oversaw its global marketing and insights practice areas and led business and product development efforts for its data-management platform.


Rich,ChelseaChelsea Rich, Vice President/Director of Strategy & Analytics - DigitasLBi

As Vice President/Director in the DigitasLBi Strategy & Analysis group, Chelsea has led data-driven digital strategies for Fortune 500 brands across industries including financial services, retail, automotive, insurance, and more. And as one of the S&A leads for DigitasLBi’s BrandLIVE, the agency’s real-time marketing platform, she marries real-time data and analytics with optimization that creates timely and engaging content for brands.

Prior to joining DigitasLBi, Chelsea worked in business consulting at Oliver Wyman and The Willis Group. She holds an MBA from Dartmouth’s Tuck School of Business and a BA in Economics from Harvard University. 


Rothschild DavidDavid Rothschild, Economist - Microsoft Research

David Rothschild is an economist at MSR-NYC (Microsoft). He has a Ph.D. in applied economics from the Wharton School of Business at the University of Pennsylvania. His primary body of work is on forecasting, and understanding public interest and sentiment. Related work examines how the public absorbs information. He has written extensively, in both the academic and popular press, on polling, prediction markets, and predictions of upcoming events; most of his popular work has focused on predicting elections and an economist take on public policy. After joining Microsoft in 2012 he has been building prediction and sentiment models, and organizing novel/experimental polling and prediction games; this work has appeared on both Bing and Xbox. And, he correctly predicted 50 of 51 Electoral College outcomes in February of 2012.


mt donDon Ryan, Senior Partner - iKnowtion

Don Ryan is Senior Partner at iKnowtion. Mr. Ryan has over 20 years of experience in the marketing field with expertise in direct and database marketing, customer behavior analysis, and marketing performance measurement and forecasting. Earlier in his career, Mr. Ryan was Senior Vice President of the Marketing Consulting and Quantitative Analysis divisions at Epsilon, Inc., where he spent ten years. Mr. Ryan has also held senior management and consulting positions with Charles River Associates, Customer Development Corporation, Wheelhouse Corporation and Veridiem, Inc.  Mr. Ryan has a B.A. in economics from Boston College and an M.S. in resource economics from the University of Massachusetts at Amherst.


Beatriz SantinBeatriz Santin, Senior Director of Marketing and Product - Experian QAS

As Senior Director of Marketing and Product, Beatriz Santin is responsible for all Experian QAS North American product, marketing and teleprospecting activities. Beatriz joined the company in 2008 and since that time has increased revenue generated from marketing leads by 50 percent by focusing on online and offline marketing tactics and working closely with sales on lead conversion.

Prior to joining Experian QAS, Beatriz was the Director of Marketing at Comverse Technologies, where she led field marketing across the Americas region. Beatriz started her career in technology in partner development at Kenan Systems, a division of Lucent Technologies later acquired by CSG Systems and Comverse. Beatriz earned a BA in Business Administration from Mississippi State University, where she was a golfer on full scholarship, and an MBA in International Business from the University of South Carolina.


bob shaffer mad men pointrollBob Shaffer, Vice President East, PointRoll

Bob Shaffer is the Vice President of East Coast at PointRoll with 15+ years experience of digital ad sales.  Bob manages east coast sales and works with top brands and agencies including Walmart, Toys R Us, UM, Digitas, and Mediavest. Prior to joining PointRoll, Bob was a Director of Advertising Sales at where he led all online and mobile sales efforts.


Chris Sheehan HeadshotChris Sheehan, Chief Operating Officer - TrueLens

Chris is Chief Operating Officer at TrueLens, a marketing data and analytics company based in Boston. Prior to TrueLens, he served as Managing Director at CommonAngels an early stage venture fund and well-known angel group.There he led investments in Carbonite (IPO: CARB), Blaze Software (acquired by Akami), Insightix (acquired by McAfee), Crashlytics (acquired by Twitter) OwnerIQ, Linkable Networks, Offerpop, Practically Green, Xconomy, Yieldbot, Kibits, docTrackr, SocMetrics, ownCloud, Promoboxx, HapYak, Powerhouse Dynamics and Disruptor Beam.  

Previously, Chris was a venture partner at Industry Ventures where he was actively involved in the acquisition and management of secondary venture investment portfolios. He also serves on the board for the Center for Women & Enterprise, is a mentor at TechStars.


Wayne PhotoWayne St. Amand, Executive Vice President of Marketing - Crimson Hexagon

Wayne St. Amand is a veteran marketing leader with a track record of significantly accelerating the growth trajectory and valuation of technology businesses. At Crimson Hexagon, St. Amand is responsible for driving business expansion through the company’s global corporate and product marketing efforts.

Most recently, St. Amand was the director of marketing for ExaGrid Systems, a fast-growing, multi-award-winning developer of advanced data storage and back-up appliances. Before ExaGrid, St. Amand ran Electronic Vaulting product marketing for Iron Mountain (NYSE: IRM), helping to grow the product line from $12 million to $100+ million in revenues. Prior to Iron Mountain, he managed product marketing as well as corporate communications for Connected Corporation, a provider of PC data protection services and software, which was acquired by Iron Mountain in 2004 for $120 million.


Jon TurnerJon Turner, Vice President Advanced Analytics - mullen

Jon has 20 plus years in market research and modeling, developing analytical programs to drive impactful strategic and tactical recommendations. In his current role as a VP of Modeling, he combines statistical analysis and business acumen to optimize media and loyalty strategies for clients like JetBlue, US Cellular and iRobot. He has worked for P&G on the leadership team of their $7billion global shave care business as well as for Gillette, Philip Morris and Nestle on the client side, and both A C. Nielsen and IRI on the vendor side. Jon has led global and local teams across Health and Beauty (Shaving, Personal Care, Hair Care, Feminine Care, OTC drugs),  Batteries, Tobacco and Food (Coffee, Frozen Food, Candy, Juice, and Ketchup). Jon has guided strategy through advanced analytics in all regions of the world and most major markets, using techniques such as market/media mix models, new product forecasting models, household panel analysis, price/promotion models, global media allocation models, price sensitivity analysis, coupon/loyalty redemption models, market structures, cluster analysis, conjoint models, matched store analysis and direct mail scoring models. Jon career has been driven by the belief that models are only worthwhile when they simplify the decision making process.


Utke ShawnShawn Utke, Vice President, Brand Insights & Research - Panera

Shawn leads brand insights and research for Panera Bread. Prior to joining Panera, Shawn led global research for New Balance Athletic Shoes.  Shawn has also held research roles at Bayer AG and Campbell’s Soup Company.  In addition, Shawn has helped lead the consulting practice at Marketing Management Analytics (MMA).

Shawn’s extensive experience in brand strategy, CEM and marketing research help him provide Panera with a strong level of thought leadership and strategic insights.  Shawn has over 15 years of experience in the industry.  He holds a BS in Finance from the University of Connecticut and an MBA from Babson College.

Shawn has established a reputation for successfully developing brand strategy and insights and enjoys coaching and developing a focused and highly motivated team.