I have worked at the forefront of marketing and data analysis since 1999, collaborating with Fortune 100 advertisers and numerous agencies to measure the effectiveness of advertising and enhance marketing performance. During my time at Data Insights, I've had the privilege of working with leading companies such as Tableau, eBay, LinkedIn, General Mills, Microsoft, the Sierra Club, Kraft, and many smaller clients. I also regularly lecture business school students at undergraduate, MBA, and Ph.D. levels. In 2015, I joined the faculty at the University of Montana School of Business Administration as a Clinical Professor of Marketing and the Ruff Family MSBA Faculty Fellow. Here, I teach core classes in the MS of Business Analytics program, which I helped develop.Before my current roles, I served as Research Director at Microsoft Advertising and, earlier, as Principal Analyst at aQuantive, which Microsoft acquired in 2007 for $6.2 billion (and was later written off for much of that value). My tenure at Atlas and Microsoft saw me as a principal researcher on “Engagement Mapping,” the first multi-touch attribution product in marketing technology. I invented the GRP & Reach Forecaster and co-invented the Optimization Advisor, Microsoft's optimization tool. Throughout my career at aQuantive and Microsoft, I have authored numerous advertising white papers.I earned a Ph.D. in Statistics in 2010 from the University of Montana, focusing on applying statistical learning tools to large online datasets. For my dissertation, I employed Cox Proportional Hazard Models with Time-Varying Covariates to estimate the influence of marketing touchpoints on eventual conversions. I hold an M.S. in Mathematics from the University of Washington, where I concentrated on Optimization Theory, and a B.A. from Middlebury College, focusing on Mathematics and Ultimate Frisbee.My specialties include online advertising, marketing, statistics, analytics, behavioral studies, media planning and optimization, cluster analysis, and advanced modeling.