GfK Adds Marketing Science Clout

GfK has announced two senior marketing science appointments which it says 'sharpen its focus on rigorous yet innovative analytics'. Knowledge Networks' Ellen Veccia become Chief Marketing Science Officer while Mike Conklin has rejoined from MarketTools as EVP of Marketing Science.

Veccia is based in the Palo Alto office and Conklin in Minneapolis.

GfK acquired US-based consumer specialist Knowledge Networks, where Veccia was Chief Research Officer leading the analytics practice, last December. She brings more than twenty years of experience in applying quant techniques to develop solutions for consumer and B2B research, and holds an MA and a PhD in Social Psychology from Northeastern University in Boston. Before joining KN, she worked as a Principal at Marketing & Planning Systems (MaPS).

Conklin worked in GfK's Marketing Science team from 1995 to 2005, and was most recently Chief Methodologist at MarketTools, where he grew the analytics department from three to a global team of twelve. His pioneering work on analytical methodology includes development of the Shapley Value Analysis for product line optimization and the Shapley Value Regression, both in partnership with GfK's Stan Lipovetsky. He is a graduate of The Wharton School of the University of Pennsylvania and holds a Bachelor of Science in Economics.

David Krajicek, CEO of GfK Consumer Experiences North America, comments: 'The best marketing science delivers fearless innovation in the service of practical problem solving. Ellen and Mike have consistently achieved this balance in careers that place them at the top of their profession.'

The group's home page is at www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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