Rick Abens Email and Phone Number
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I am driven to find answers to how shopper marketing works best. Data science is my hobby and gave up golf to do more analytics. I like to use my spare time searching through vast amounts of data to find what shopper marketing practices work best for our clients to give them a competitive edge with a future view. Its too late to do anything about the past, but whoever knows the most about the future, wins!Shopper marketing analytics is specialized because shopper marketing is so granular and integrated. The sales effects can be subtle and when done well can create tremendous synergies. So, I developed a predictive analytic method specifically designed to measure the sales impact from shopper marketing tactics and synergistic effects. We use this methodology with tens of thousands of shopper marketing programs to develop industry ROI benchmarks and discover best practices.I got my passion for shopper marketing analytics 25 years ago at Kellogg where I witnessed business decisions being informed with analytics which improved the profitability of the retail accounts I analyzed. Then, I learned from some of the best marketing analytic experts while at Kraft Foods and ConAgra. Wanting to do more and broaden my impact, I started Foresight ROI in 2009, which is now the leading shopper marketing ROI measurement and software firm. I work to advance the industry as a charter Director of the Marketing Analytics Standards Board, an Executive Board Member of Shopper Insights and Marketing Association and a Distinguished Faculty Member of the Path to Purchase Institute.
Foresight Roi, Inc
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Ceo And FounderForesight Roi, Inc Oct 2009 - PresentChicago, Illinois, UsForesight ROI provides marketing analytics that make your marketing dollars work harder. We make complex analytics simple, easy to understand, and easy to put into action. Our orientation is forward, rather than backward, and directly linked to your business strategy. With Foresight ROI, you can improve your marketing efficiency as much as +10%We are the leading supplier of Shopper Marketing ROI measurement with over 25,000 events measures for leading CPG companies.Shopper Foresight ROI Measurement • Standardized execution data for modeling and assessment.• Best practices from 25,000 events measured.• Helps CPGs learn and improve by linking actions to impact.
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DirectorMarketing Accountability Standards Board Jan 2008 - PresentLong-term Impact of Marketing Project:The Marketing Accountability Standards Board (www.theMASB.org) has commissioned a pilot test of the marketing long-term impact model. A consortium of marketers, retailers and analytic vendors will be selected to partner with MASB on the test. The pilot test is to provide empirical evidence that the full long-term effects from advertising can be reliably measured, predicted and used in business practices to allocate resources and improve overall financial performance.
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Vice President ResearchPma The Association For Integrated Marketing Jul 2007 - Dec 2015Lead the PMA Research Advisory Board (Rob Fields, Don Ladhoff, Kim Finnerty, Paul Flugel, Frank Murtha, Cindy Neumann, Mark Peiser, Srabani Rake, Kim Rayburn, David Bohnsack)Current Projects:1. Decision Triggers Study: Where do consumer make category and brand purchase decisions and what influences them at each place in the path to purchase? Leader: Mark Peiser2. Measuring Integrated Marketing: Measuring the synergies of integrating marketing program elements. Leader: Srabani Rake3. Shopper Marketing Study II: Shopper marketing trends and collaboration best practices. Leader: Don Ladhoff
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Director Advanced AnalyticsConagra Foods May 2004 - Oct 2009Chicago, Illinois, UsManages Marketing Analytics Fuction including:Marketing Effectiveness and ROI MeasurementMarket StructuresForecastingBusiness Drivers AnalysisConsumer Loyalty Drivers -
Sr. Marketing Analytics ManagerKraft Foods Sep 2000 - May 2004Greater Chicago Area, Il, UsDeveloped marketplace insights for setting marketing strategies and making tactical marketing plan decisions using multivariate modeling and forecasting sciences -
Vice President / Group Account DirectorAcnielsen Dec 1995 - Sep 2000New York, Ny, UsDirected analytical support and developed strategies for effective usage of consumer database tools. Managed the growth and enhancement of the relationship between ACNielsen a division of Kraft Foods. Managed a staff of 20. -
Sr. Manager Marketing Planning And AnalyticsKellogg Company 1989 - 1995Battle Creek, Michigan, Us
Rick Abens Skills
Rick Abens Education Details
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Loyola University ChicagoMarketing
Frequently Asked Questions about Rick Abens
What company does Rick Abens work for?
Rick Abens works for Foresight Roi, Inc
What is Rick Abens's role at the current company?
Rick Abens's current role is Founder & CEO Foresight ROI, Inc, the Leader in Shopper Marketing ROI Measurement.
What is Rick Abens's email address?
Rick Abens's email address is ri****@****roi.com
What is Rick Abens's direct phone number?
Rick Abens's direct phone number is +131257*****
What schools did Rick Abens attend?
Rick Abens attended Loyola University Chicago.
What skills is Rick Abens known for?
Rick Abens has skills like Customer Insight, Analytics, Market Research, Marketing Strategy, Strategy, Marketing Research, Shopper Marketing, Integrated Marketing, Consumer Behaviour, Segmentation, Marketing, Competitive Analysis.
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