Mike is a 40+ year veteran of advertising measurement that spans: measurement system development, copy testing, split-cell test markets, predictive market models, ad awareness tracking, media analysis and sales response modeling. . He has extensive experience in consumer products, prescription drugs and other consumer services.
Mike is currently the Chief Analytics Officer of Effective Marketing Management (www.effectivemarketingmgt.com). Since establishing his own consulting firm in 1985, he has consulted for advertisers, agencies and market research companies and had previously worked for major organizations, including: ARS, Burke/BASES, Pillsbury and SC Johnson. Mike has held key industry positions at major research and CPG companies: ARS, Burke/BASES, Pillsbury and S.C. Johnson.
During the first half of his career, he focused on copy testing, ad awareness tracking and in-market A/B ad tests, evaluating over ten thousand commercials. More recently, he invented an in-market sales response model that has measured the effectiveness of thousands of commercials and promotions on penetration and repeat buying behaviors.
Mike has been a speaker for the ANA, ARF, and ESOMAR. He has published papers appearing in The Journal of Advertising Research, and the British publication, AdMap.