Marketing Analytics: Turning Data into Insights

Tracy Samantha Goodheart is the founder of Socially Authentic, a personal marketing company. Trained as a journalist, Goodheart began her career as the youngest reporter at TIME Magazine, where she covered the rise of social media and developed new methods for reporting breaking news. She went on to serve as the founding editorial director of Chicago Now, the groundbreaking blog network owned by Tribune Publishing. She also established the company's nationwide digital education program. Goodheart later led the global social media strategy for Crain Communications, publisher of titles like Advertising Age, Crain’s, Investment News, and Modern Healthcare. As a marketing and communications consultant, she designed successful digital strategies for brands in many sectors, including finance, healthcare, media, performing arts, philanthropy, and tech. Goodheart is also the marketing chair of Big Shoulders Ensemble, Chicago's new conductorless orchestra. She received her BA in journalism from Dominican University and her MA in journalism from the University of Illinois at Urbana-Champaign.

As a data and analytics expert, Philippe Geyskens harnesses big data to extract insights that tie marketing spending to business results. He has over twenty years of experience leading analytic teams across quantitative marketing projects ranging from market mix modeling and multi-channel attribution to CRM analytics for Fortune 500 companies such as Allstate, General Motors, Sears, and TJ Maxx. Philippe holds an MBA from Northwestern University’s Kellogg School of Management and a PhD in civil engineering from KU Leuven in Belgium. He has been awarded the Belgian Government Medal for the Performing Arts.

Dave Cameron is a seasoned data science and predictive analytics leader in both the corporate and startup spaces. He brings over twenty-five years of experience to the University of Chicago. As a forward-thinking executive, Cameron has built and led teams on analytics thought leadership, statistical and product innovation, data-driven performance marketing, and attribution modeling for consumer acquisition, retention, and profit. 

He spent over twelve years at Nielsen Holdings, the global measurement and data analytics company, where he served in vice presidential roles in data science, customer segmentation, and statistical methodology. His prior positions include working as Director of Data Solutions at Merkle, a global performance marketing agency, and his role as Manager of Target Marketing for Ameritech (now AT&T). 

Cameron takes a strategic and pragmatic approach to solving challenging data problems, balancing learning and innovation with efficiency and automation. He holds an MSc in Applied Statistics from Ohio State and a BS in applied mathematics in computer science from University of Detroit Mercy.

Stephen Hersh Senior Vice President and Strategy Director at Leo Burnett Advertising, where he worked in market research and strategic planning for twenty-three years. He also served as head of account planning at the interactive marketing agency Leapnet (formerly Quantum Leap). Before that, he worked as strategy director for Ammirati Puris Lintas Advertising and as an account planner at Mullen Advertising. Hersh has a consulting practice that provides market research and marketing strategy for large and small companies and start-ups. His areas of expertise include brand strategy, message communication strategy, qualitative and quantitative survey research, psychoanalytic theory, and the application of social science to marketing and social problems.

In addition to his position as an adjunct instructor for the University of Chicago and his consulting work, Hersh teaches Consumer Insight as a lecturer in Northwestern University’s Integrated Marketing Communications Program at the Medill School. Prior to that, he was the adjunct lecturer of Consumer Behavior in the Kellogg Graduate School of Management at Northwestern University.   

Hersh is currently engaged in conducting survey research on health and welfare issues in the US indigenous community as an affiliate at the Center for Native American and Indigenous Research at Northwestern University.

Hersh is the co-author of several peer-reviewed publications in the areas of psychiatric diagnosis and treatment and neuropsychology. He has an MA in psychology from Northwestern University.