John Cripps, Ph.D. Email and Phone Number
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John Cripps, Ph.D. personal email
John Cripps, Ph.D. phone numbers
I am a marketing decision science thought leader, innovator, and team builder with over 25 years of experience in various roles and industries over 3 continents. As a PhD'ed marketing professor at LBS early in my careeer, and as a long time practictioner I try to integrate the best of both worlds as I take on new challenges. I have deep expertise in marketing ROI measurement and optimization, using both multi-touch attribution (MTA) and marketing mix modeling (MMM) methodologies. I have developed and launched several SaaS-based marketing analytics tools and solutions, integrating various data sources, applying experimentation and advanced machine learning techniques.Currently, I am leading the development of EDO's new Convergent TV Measurement methodology, which measures and optimizes the impact of TV ads on mid-funnel behaviors, such as search, web visits, and foot traffic, across multiple verticals. I have also developed custom measurement and attribution solutions for large streaming publishers, enabling them to optimize their media and creative strategies. Additionally, I am a Bain Advisor, a LinkedIn B2B Institute Research Fellow, and an IPA Share of Search ThinkTank Advisor, where I share my expertise and insights on marketing effectiveness in B2B and B2C contexts. My mission is to help advertisers and publishers make data-driven decisions that drive growth and efficiency in the Video ad space through optimizing creative and media performance.
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Svp Decision ScienceEdo, Inc. Jan 2021 - PresentNew York, New York, UsEDO is a fast-growing company in the TV ad efficacy measurement space. I’m leading the development of EDO's new Convergent TV Measurement methodology, building syndicated TV attribution models for mid funnel behaviors (eg. Search, Web Visits, Foot Traffic) across Insurance, Automotive, QSR, Retail and other verticals. Developed custom micro-cohort measurement and attribution solutions for large streaming publishers. Emphasis on measurement and optimization to drive pragmatic creative rotation and media planning decisions, up fronts and in flight.
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Bain External AdvisorBain & Company Mar 2023 - PresentBoston, Ma, UsMember of Bain Advisor Network. Specializing in Marketing Science, Advertising Creative / Media Measurement & Optimization. -
Linkedin B2B Institute Research FellowLinkedin Jun 2021 - PresentSunnyvale, Ca, UsResearch fellow collaborating with the B2B Institute team on papers and research projects focused on marketing effectiveness in B2B. -
Ipa Share Of Search Thinktank AdvisorIpa (Institute Of Practitioners In Advertising) May 2021 - PresentLondon, GbAdvisory member of a team of international research & advertising professionals, led by Les Binet, focused on understanding the role of search in consumer markets and marketing strategy. -
Principal - Multi-Touch AttributionKantar Aug 2016 - Jan 2021London, GbDeveloped Kantar's first multi-touch attribution (#MTA) methodology, called Balanced Attribution®, starting from scratch. Balanced Attribution® explicitly balances brand & performance marketing tensions within a sophisticated experimental design + machine learning framework. Led digital marketing science engagements focused on customer journey analytics, digital marketing science, campaign measurement, marketing optimization, brand & sales lift measurement. Reviewed and enhanced the control vs. test and brand & sales lift measurement methodology for several well known digital advertising / social media platforms including developing custom platform specific MTA solutions. Worked with agencies, publishers / platforms and brands across a wide range of verticals; Auto, Insurance, Financial services, Retailing, Telco, CPG, B2B, Technology, Media & Entertainment. -
PresidentMarketing Decision Science Jan 2002 - Sep 2016Marketing Decision Science develops SaaS based analytical tools to improve marketing measurement and decision making, working at the intersection of data science and marketing decision support. Developed SaaS based SpendMetrix (SMX) attribution & optimization software, sold to Kantar Analytics to form the foundation of their first multi touch attribution product, Balanced Attribution® -
Member Of The Board Of AdvisorsTruecar, Inc. Jan 2008 - Jan 2009Santa Monica, California, UsMember of board of advisors focused on data science & marketing science issues. Recruited data science team leaders -
Svp, Digital Marketing ScienceFair Isaac 2000 - 2001Bozeman, Montana, UsBuilt a group of 10 data / marketing scientists spearheading FICO's product offerings in the digital marketing science space, long before this was fashionable. -
Svp, Decision ScienceEsurance 1999 - 2000San Francisco, Ca, UsEmployee #9, built the first marketing decision science team at the first online insurance company. Selected the Esurance brand name through a program of methodical consumer research and negotiated its purchase. Esurance was bought by Allstate in 2011 for approximately $800 million. UX research, segmentation, customer satisfaction, web traffic analytics. -
Svp, Data Driven MarketingFireman'S Fund Insurance Company 1997 - 1999Novato, Ca, UsBuilt a team of 30 data scientists in 18 months focused on marketing & risk modeling. Worked with underwriters and actuaries to advance early state-of-the-art in commercial insurance risk scoring. Market segmentation & targeting tools, customer satisfaction. -
Partner, Marketing ScienceOliver Wyman 1993 - 1998New York, Ny, UsPartner in the marketing science practice in San Francisco. Led teams of consultants on marketing science and data mining focused engagements in Financial Services, Health Care and Telco. -
Professor Of MarketingLondon Business School 1991 - 1993London, GbTaught MBA's, Executive MBA's and PhD students in Marketing. London Business School is consistently ranked in the top 3 global MBA programs. For me it was a humbling but valuable education on how to teach marketing science.
John Cripps, Ph.D. Skills
John Cripps, Ph.D. Education Details
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Ucla Anderson School Of ManagementMarketing & Statistics -
London Business SchoolExecutive Mba'S And Phd'S
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Schulich School Of Business - York UniversityMarketing
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York UniversityEconomics & Math
Frequently Asked Questions about John Cripps, Ph.D.
What company does John Cripps, Ph.D. work for?
John Cripps, Ph.D. works for Edo, Inc.
What is John Cripps, Ph.D.'s role at the current company?
John Cripps, Ph.D.'s current role is SVP Decision Science @ EDO, Inc. | Bain Advisor, Marketing Science.
What is John Cripps, Ph.D.'s email address?
John Cripps, Ph.D.'s email address is jo****@****own.com
What is John Cripps, Ph.D.'s direct phone number?
John Cripps, Ph.D.'s direct phone number is +131068*****
What schools did John Cripps, Ph.D. attend?
John Cripps, Ph.D. attended Ucla Anderson School Of Management, London Business School, Schulich School Of Business - York University, York University.
What skills is John Cripps, Ph.D. known for?
John Cripps, Ph.D. has skills like Integrated Marketing, Analytics, Advertising, Marketing, B2b, Consumer Behaviour, Predictive Modeling, Digital Marketing, Marketing Strategy, Direct Marketing, Marketing Communications, Online Advertising.
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