William Serad Email & Phone Number

Marlborough, Massachusetts, Us

Marketing, primary and secondary research, econometrics and forecasting, software and database design and implementation, social media and Big Data analyticsRecent projects include:• Non-US retail pharma pricing projects• Designed formal model and analytic process for corporate reputation diagnostics from social media sources• Designed and implemented method and software for deriving corporate reputation from equity market data• Developed and coded novel method for identification of meaningful target sub-populations in Big Data• Psycho-physical analysis of wine preferences from POS preference / purchase data• Analysis of message recall from commercials comparing traditional broadcast TV, web TV and social media delivery for a network client• Novel temporal analysis of receptivity to messaging in sales aids via web-based video testing identifying both optimal segments and points of message strength / weakness• Analysis of small-sample data from augmented qualitative research to determine physician points-of-view on treatment paradigms• Consulting regarding research design with several companies• Development of Excel add-in pricing analysis tool for modeling and simulating own and competitive price effects on product demand

New York, New York, Us

Senior Vice President, US• Head of Brand and Stakeholder Management, coveringo Stakeholder Management – customer satisfaction, corporate reputation, sales force effectiveness, brand equity and touch-point management and related research and consultingo Promotional response modeling – estimating return on marketing investments, launch and in-line resource allocation and forecasting, marketing mix and competitive scenario planningo Influence mapping – custom physician influence mapping studies, syndicated influence mapping product in oncology • Leader of initiatives on innovation and Big Data• Consulting in social media marketing, measurement and returns including corporate reputation • Measurement and analysis of customer relationship management systems• Final projects included:o Analysis of assumptions behind the Affordable Care Act using KH National Health and Wellness Study data, a large-scale survey of the US populationo Simulator and presentation tool for the traffic trauma pathway, a leading cause of death in the world, showing benefits to economic and health outcomes in six countries by improvements made along every point in the patient journey

New York, New York, Us

Chief Methodologist, Commercial Development• Designed and assisted in implementation of marketing research organizational structure, workflow and hiring• In charge of design and development of qualitative and quantitative research methods and software tools in support of marketing research, consulting engagements, forecasting, epidemiology and other projects• Develop methods and tools specific to cancer epidemiology in the area of lines of therapy• Participate in effort to develop patient flow offerings through use of systems dynamics methods and software• Manage and hire to produce standardized templates for presentation of research, proposal and methods components and capabilities, as well as survey instrument batteries• Manage and execute advanced methods in support of consulting engagements• Train all staff in research methods while building MJG capabilities• Develop new business and deepen existing relationships through direct client contact, speaking engagements and seminars / webinars• Responsible for Promotional Response Modeling Group, market mix modeling and related econometric and timeseries analysis, forecasting and tool and product development• Formulate staffing and organizational plans to support significant continuing growth

St Louis, Mo, Us

West Norriton, Pa, Us

• Member of Executive Committee, which managed all general business activities, including M&A. • Responsibility for Quant and overall company sales, revenue and profitability goals.• Led efforts toward new business development and credentialing quantitative research offerings.• Speaker at various industry events, including PMRG Forecasting, IIR, PMSA and PBIRG.• Restructured workflow to optimize profitability through proper in-sourcing and outsourcing balance.• Formed and led Enterprise Forecasting Group for analysis and forecasting products using secondary and primary data, including staffing for enterprise data warehouse project. • Head of Innovation Initiative; rounded out company quantitative offerings from early-stage development through post-launch.• Member of TVG Technical Committee. • Developer and faculty for TVG Seminars for clients (Post-launch and Advanced Quantitative Methods).• Chaired TVG University for internal staff training and development. • Led Field Group and Operations Group.

• Methodological consultant for all projects requiring advanced research designs, implementation or analytics. • Internal consultant on operational issues and training of research staff.• Directed Sampling Group, designing, acquiring, and processing samples for virtually all research projects.• Developed new sources for sample and testing quality.• Proposed new lines of business.• Member of United States Management Team.

• As 4th member of start-up, helped this company to double sales each year for 4 consecutive years.• Built entire analytical staff capability through hiring and training.• Headed research and the formulation of new techniques in statistical modeling, market segmentation, and allied software development.• Executed and managed business and residential research in consumption, product concepts, market segmentation and switching behavior under competition.• Developed software for response modeling, clustering, and survey research.• Developed large-scale panel survey design, syndicated studies, custom research projects, business panel creation and development.• Oversaw and estimated models and segmentation schemes for direct response use.

Philadelphia, Pa, Us

• Directed all information and research activities for the Marketing Department with full budgetary control.• Performed or directed primary and secondary research, mail and television response models and various statistical analyses (including forecasting of interest rates, lapsation risk and others).• Oversaw management of DR database of 48 million households.• Developed statistical and database tools to leverage resources to best advantage and achieve economies of scale.

• Co-founded software development and consulting firm specializing in market research, modeling and forecasting systems and services for Fortune 2000 clients. • Primary consulting in automotive, package goods and measurement of quality in human services. • Led all management aspects of small business, as well as software design, implementation, statistical analysis, modeling, and client and vendor management.

Preeminent boutique firm specializing in applications of mathematical psychology techniques and market modeling; first firm to commercially introduce perceptual and preference mapping and hybrid conjoint analysis. Clients included GM, National Geographic, the Armed Forces of the United States, Polaroid, Sun Oil, and many others

Consultant in software design, economic and statistical analysis for marketing

On both the systems staff for software tool development as well as economics staff in Agricultural and Consumer economic analysis and forecasting

Developed econometric modeling and timeseries database tools for large-scale econometric forecasting and analysis; organization then part of The Wharton School of the University of Pennsylvania under the direction of Nobel Laureate Dr. Lawrence Klein.

Ma, Comparative Government

Dual Ba, Comparative & Developmental Politics And Spanish Literature

Ba, Academic