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During a media mix modeling (MMM) development session, a C-Suite client once asked me, "When will we be done?" Without hesitation, I...

Challenge: GM retained GMC after bankruptcy because of its strong profitability, thanks to shared R&D and production with Chevrolet, GM's...

In the push towards electric vehicle (EV) adoption, automakers are locked in a battle to offer the longest range, the largest batteries,...

Challenge: A Mental Health App had missed the COVID surge, allowing competitors like BetterHelp and Talkspace to dominate the market....

Challenge: The UK EV charging market was highly fragmented due to borough-level infrastructure and intense competition. Our client...

Challenge: When I joined GTB the Analytics team was highlighted as one of the top 3 issues for clients. The team was demoralized, and...

Challenge: For decades, the Chevrolet Silverado had firmly positioned itself as the rugged, reliable choice for American truck buyers....

Challenge: The Chinese New Year campaign had been running for years, but there was no real understanding of whether it was successful. An...

Challenge: A prediction by Statistics Canada stating that all net growth to the Canadian population would come from immigration had every...

Challenge: Leads were a major KPI for Mercedes the world over. In every regional report, I saw a significant volume of leads from...

Challenge: The Canadian launch of the EcoSport utilizing US Creative had not delivered the results Ford was expecting. EcoSport ended...

A C-Suite client frustrated about the level of investment in data once asked me, "When will we be finished?" I replied, "The day your...

Challenge: Vehicle archetypes had traditionally been constructed using demographic and behavioural approximations, resulting in a...

Challenge: Ford Canada was launching the brand new Escape in Canada. The Escape had slowly been losing market share for years, and Ford...

Challenge:   The CRM and Website clients at Ford exhibited a risk-averse mindset, making them hesitant to adopt new approaches. Our...

Challenge: While large enough to need a top-tier agency, Ancestry did not have enough funds to buy TV traditionally. They needed a more...

Challenge: Repeated requests for new scenarios caused delays and uncertainty in Ford’s budgeting cycle. Traditional regression models...