Pat led the change in Vividata's business strategy to become Canada's authoritative source for consumer insights and media behaviour, while continuing to be the leader in cross platform audience measurement for publishers. He accomplished this rapid transformation by expanding Vividata's product portfolio, partnerships, custom and syndicated research capabilities resulting in new revenue sources to future proof the business.Under his leadership, Canada's first opt-in, passive, digital cross-device consumer measurement panel - Metrica - was launched in August 2019. Metrica is a high quality panel that serves as the foundation for Vividata's digital insights, for calibration and validation, as well as powering audience activation products. Metrica offers unparalleled views of the digital consumer across ecommerce, media, apps and websites. Pat developed the state of the art data fusion with Milan & San Francisco based dataBreeders that powers the leading cross media planning and marketing solution in Canada - a fusion of the renowned, 42,000+ respondent Survey of the Canadian Consumer (SCC) and the Metrica panel. Now called the SCC/Digital database, it is the leading digital measurement source in Canada.Vividata's expanded insights portfolio includes a series of highly regarded syndicated studies and executive reports including cross-media insights, streaming behaviour, consumer cannabis consumption and opinions, sports, esports fan and iGaming studies, and the most comprehensive multicultural and ethnic marketing studies in Canada. Pat has appeared at numerous conferences and events discussing these research findings.

The Insights Association Canada Chapter (IACC) is dedicated to fostering a vibrant, engaged market research and data analytics community across Canada. Led by a volunteer Board that includes regional chairs located in Vancouver, Saskatoon, Toronto, Montreal and Halifax, we are devoted to helping our members develop their careers as practitioners and leaders. The Canada Chapter provides opportunities for members to advance their research and business skills, exchange information and nurture a community of insights professionals. We accomplish this by:• Providing forums – both in-person and virtually – to exchange experiences, resources, and ideas• Offering expert educational content via conferences and webinars• Encouraging peer engagement and mentorship through networking events and building an insights community The Insights Association Canada Chapter is the home for some of the industry’s most innovative and inspirational leaders and organizations, bringing together insights professionals from research companies, consulting firms specializing in political, public affairs and corporate positioning research, research suppliers, technology firms, not-for-profits and trade associations, independent researchers and major corporations. We are privileged to facilitate educational and networking events for this vibrant community across Canada. The Canada Chapter joins hundreds of companies and their teams across the US to form the Insights Association. The Insights Association protects and creates demand for the evolving insights and analytics industry by promoting the indisputable role of insights in driving business impact.”

After the successful acquisition of Simmons by STG, having been carved out from Experian, Pat led the newly launched Simmons Research resurgence as a separate brand and business, and re-established the Simmons reputation for data quality and outstanding client first service.Recruited and built new leadership team, developed a corporate direction and vision around "measurement science" supported by our corporate values and a performance driven culture.Key innovator and designer of new research product initiatives including consumer psychographics as related to brand choice to target likely brand users, and enhancing the SimmonsConnect passive digital panel, both successfully monetizing Simmons consumer data collection.Simmons Research was recognized in the 2017 AMA Gold Report Top 50 recognizing the top research companies, globally, operating in the US.

As GM & CRO of Consumer Insights businesses (Simmons and Hitwise), Pat led measurement science product development for cross channel consumer insights solutions to connect consumer decisions, attitudes, behaviours and preferences.Directed Simmons to dramatically improve quality control, gain operational efficiency of nearly $2M in less than 1 year, and completely rebrand, reposition and revitalize the Simmons name in the US.Significantly guided and contributed to the data integration methodology of Hitwise cross device clickstream data with Simmons National Consumer Study (NCS) survey based consumer insights data for deeper segmentations, targeting and audience analytics.Successfully positioned Simmons Research and Hitwise as "carve outs" from the Experian Marketing Services portfolio into separate stand alone businesses.Key member of leadership team working with investment banks and private equity firms to explore divestment options for Experian to sell Simmons and Hitwise; successfully exiting both to private equity firm Symphony Technology Group.

Member of North American Board of Directors guiding the growth of custom and digital research across industry verticals and diverse solution teams.Leader of Digital Intelligence team driving innovation in digital research, including advertising effectiveness and targeting, working closely with global digital team to build custom and syndicated digital solutions.Enhanced products and partnerships with existing and new clients while leading the Media & Entertainment team, fostering a culture of thought-leadership and innovation in a challenging media research environment.

Executive leadership team member heading product management and content, from strategy to structure to delivery across all markets and media platforms; created award winning content.Designed large team into 5 key operating verticals - Research & Development, Geographic Information Services, Forecasting Operations, Product Development and Product Management - driving the consumer product strategy from the science to the consumer product.Responsible for the development of game-changing products like forward-error correction, lightning alerts, and significant improvements in forecast accuracy through the acquisition of leading forecast models.Promoted leadership building and career development team culture by re-assigning key team members to more senior and newly created assignments, and by serving as primary change agent.

Key leader of three successful prominent international digital media measurement proposals for ‘preferred vendor status’ in the UK, Spain and The Netherlands.Contributed in development of methodology and messaging for ‘Unified Digital Measurement’ (UDM) which solved the persistent audience measurement problems stifling online advertising growth.Winner of Chairman’s Prize at Print & Digital Research Forum for paper describing the future of digital media measurement and effectiveness, including ground breaking concept of digital measurement using probabilistic verification panels (PVPs).Created and chaired multiple international client research advisory councils which consist of leading online publishers, agencies, and industry leaders to spearhead new global measurement initiatives.Responsible for all digital media measurement methodology and product development in 42 international markets including Canada, Brazil, UK, France, Spain, Australia, Netherlands, Czech Republic and Mexico.

Created and tested new ideas for syndicated consumer research including: digital outdoor media (facial recognition technology), online video and radio/audio media consumption via single source panel, mobile media (virtual meter), out of home, retail media (designed and completed in store measurement tests). Led development team working on sensory-based passive electronic print measurement using RFID technology, including building relationships with major publishers including Condè Nast, Meredith, Time Inc, Hearst, Magazine Publishers Association, various technology firms and the MIT MediaLab. Research scientist for Project Apollo – the joint venture of Arbitron, The Nielsen Company and six major advertisers (including Unilever, Kraft, PepsiCo) focused on single source advertising effectiveness research. Successfully completed both ethnographic and structured laboratory research; results were published and presented at major international conferences (ESOMAR, ARF, WRRS, Admap). Led strategic team to complete due diligence on potential measurement partners or acquisitions, and served as mentor for junior researchers.

Successfully transformed and validated raw digital set top box (STB) clickstream data into commercial, local currency TV audience estimates.Designed research projects in support of new audience measurement technologies and the validation of STB data from test panels of households across multiple cable and satellite providers, across the US.Key author of successful proposal to develop the first panel of STB homes for addressable advertising and audience measurement studies.

Member of senior executive team, reporting to CEO, of tripartite, not-for-profit organization measuring radio and TV audiences for over 1000 member stations across Canada.Designed key research projects, notably, the world’s first commercial deployment of the Portable People Meter™ (PPM) panel for TV audiences in Montreal.Awarded Best Paper by peer-nomination at ESOMAR 2004 for seminal research on passive versus active audience measurement research.Served as key Industry leader for TV and radio fusion and data integration methods with other media and consumer behaviour data; analyzed competing results, reported to senior industry leaders in Canada.

Senior Researcher leading team of data scientists and statistical modelers responsible for growing new custom research solutions in financial, retail and consumer packaged goods areas in U.S. and Canada; generated $2M in revenue in less than 18 monthsPrimary responsibility for writing proposals, devising strategic marketing plans, developing a contact database, updating marketing collateral, and making sales presentations for wide range of clients.Developed new range of custom spatial and geodemographic modeling products catering to specific client needs including banks, grocery retail, apparel, and consumer packaged goodsPartnered with sales executives to acquire a diverse set of new clients including Pepsi, RealtiCorp (US) TD, Desjardins, HSBC (US), Overwaitea Food Group and Shoppers Drug Mart

Conducted research in the areas of individual and aggregate level spatial choice modeling and panel-data analysis. Conceived of spatial duration models to analyze the voting behavior of current and past Members of Congress including the role of geographic constituencies in the 88th Congress. Published research articles in professional journals (Progress in Human Geography, Environment and Planning A) and presented papers at international conferences.Created and taught advanced statistics and geography courses, and trained graduate students to successful completion of advanced degrees.Reviewed papers, books and grants (e.g., NSF, Journal of Regional Science, Annals of the AAG).