In the US, consumer behavior and analytics consultancy GBK Collective has appointed Dr. Dominique (Mike) Hanssens, Professor of Marketing at the UCLA Anderson Graduate School of Management, to its advisory Board.

Previously known as GBH Insights, the firm offers a proprietary research model combining sector knowledge, research expertise and analytics to help clients understand industry trends. Dr. Hanssens (pictured) joins with expertise in marketing mix modeling and analytic methods - such as econometrics, time-series analysis to solve strategic problems and improve marketing productivity - and his approach focuses on market-response modeling on customer and marketing data sets. He is a founding partner of analytics technology provider MarketShare, and has served as an area editor for Marketing Science and an associate editor for Management Science and the Journal of Marketing Research.

Commenting on the appointment, Partner and President Jeremy Korst said: 'As a former CMO, one of the top challenges my peers and I faced is understanding, quantifying and optimizing marketing investments across various tactics and channels, and then effectively communicating this ROI to the CEO and Board. Dr. Hanssens' work is foundational in this area, and takes into account the complete range of sales and marketing tactics, not only investments in media channels.'

Web site: www.gbkcollective.com .

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