Irina Pessin

Challenge A large US amusement park corporation operating across 12 DMAs was looking for a marketing measurement solution to inform their marketing strategy across media tactics and DMAs. They had historically based marketing investment decisions on historical budgets and in a siloed fashion without any data-driven analysis around Return On Marketing Investment (ROMI). They were […]

Challenge Being faced with stiff competition in the airline industry and increasing fuel prices, this global airline needed a deeper understanding of the performance of their marketing budgets and how to position themselves in the marketplace. Given the long-term investment requirements of opening new flight routes it was even more important for this airline to

Challenge In the face of stagnating customer growth, the largest retirement planning provider in the US recently acquired a successful App-based asset management category disrupter given its potential to attract a large cohort of new customers.​ They faced a challenge of how to prioritize investments between developing the main brand and maximizing the customer acquisition

Challenge In the competitive landscape of nonprofit organizations, effective marketing is crucial for raising awareness, attracting donors, and driving support for charitable causes. ​ A large US charity dedicated to raise funds to support R&D in the medical field, was looking to understand their drivers of donations and in particular the effectiveness of their marketing activities. ​ They had traditionally relied heavily

Challenge A North American retailer wanted to better understand how their revenues were being driven by various programs in both Sales/Operations and Marketing.​ They were looking to understand the difference in impact between New vs. Returning Customers to be able to customize their strategy. They needed models that could evaluate a broad range of investments from