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Intrapreneurship


Maintaining GMC’s Brand Promise
Challenge: GM retained GMC after bankruptcy because of its strong profitability, thanks to shared R&D and production with Chevrolet, GM's...
Alex Pickworth
Feb 11 min read


Enabling Innovation
Challenge: When I joined GTB the Analytics team was highlighted as one of the top 3 issues for clients. The team was demoralized, and...
Alex Pickworth
Feb 2, 20231 min read


Increasing Lead Attribution Accuracy
Challenge: Leads were a major KPI for Mercedes the world over. In every regional report, I saw a significant volume of leads from...
Alex Pickworth
Nov 18, 20221 min read


Connecting Archetypes to Sales
Challenge: Vehicle archetypes had traditionally been constructed using demographic and behavioural approximations, resulting in a...
Alex Pickworth
Feb 2, 20222 min read


Escape Constraints
Challenge: Ford Canada was launching the brand new Escape in Canada. The Escape had slowly been losing market share for years, and Ford...
Alex Pickworth
Feb 2, 20221 min read


Attribution Uncovering opportunity in TV
Challenge: While large enough to need a top-tier agency, Ancestry did not have enough funds to buy TV traditionally. They needed a more...
Alex Pickworth
Feb 2, 20211 min read


A Framework for Consensus
Challenge: Repeated requests for new scenarios caused delays and uncertainty in Ford’s budgeting cycle. Traditional regression models...
Alex Pickworth
Feb 2, 20201 min read
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