Michael Carlton Email and Phone Number

Developing rapid and scalable analytic solutions for global clients across CPG, Retail, Technology and General Merchandise industries.

Developed integrated data and analytics platform enabling harmonization and linkage of disparate data systems covering financial, inventory, shipment and marketing activation data (including digital) with third-party market measurement data. Leveraged platforms to create automated dashboards and reports that allowed Abbott leadership to understand evolving market conditions and react quickly.Developed analytic methodologies that measured price elasticity of products across multiple countries. Created marketing mix models to understand the ROI of marketing investments across all media channels as well as salesforce investments. Developed and monitored KPIs to assess risk from market fluctuations, macroeconomic turbulence and competitive actions across multiple markets around the globe.

Helped clients optimize marketing and trade investments to drive profitable revenue growth. Customized data and analytic roadmaps to help organizations develop internal capabilities to drive future growth. Integrated primary research, consumer insights and loyalty information to provide clients with the ability to determine how much to invest, where to invest and how to measure return on investments.

Worked closely with Fortune 500 companies to identify opportunities to drive growth through price and promotion strategies. Led innovation initiatives within the organization to leverage extensive data assets to deliver high-impact insights and greater value to clients.

Managed a team of analysts and offshore resources. Oversaw creation of analytic studies and tools across Marketing Mix, Promotional Effectiveness, Promotional Optimization, Customer Experience, and Customer Retention.Led the team tasked with development of innovative solutions to questions from across the business.

Developed Marketing Mix Process for Retail and Pharmacy Business Units. Recommended optimal media strategy leading to 300% increase in marketing driven revenues. Developed methodology applied to Markdown Process leading to a $3M increase in markdown profits.Created forecasts of Category Sales to determine the impact of changes in assortment across the chain.Linked Customer Satisfaction Scores and Call Center Complaint data to store sales. Advised on in-store and in call-center pilots to increase relationships with high-value customers.

Created customized Marketing Mix Models for clients across multiple industries. Recommended media strategy to optimize revenue and media efficiency. Created reports, dashboards and simulation and optimization tools for client deployment.