marketing-mix-modeling
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John Busbice and the Trouble With Looking Back
For more than two decades, John Busbice has worked on a stubborn question: how can a model help someone choose the next dollar, not merely explain the last one? At Keen Decision Systems, that question became a company, an algorithmic discipline and a quiet campaign against the ornamental dashboard.
Greg Dolan Built a Compass for Marketing's Next Dollar
The former Kraft and Campbell's marketer spent years asking what conventional reports could not answer. With Keen Decision Systems, he turned that frustration into a forward-looking system for deciding where the next dollar belongs.
Jon Lorenzini Wants Marketing’s Prettiest Graphs to Earn Their Keep
After years inside Google, Facebook and Snap, the LiftLab executive has arrived at a bracing standard for analytics: if a dashboard does not change a decision, it is décor.
Will Holtz
Will Holtz runs strategy and operations at Prescient AI, the marketing mix modeling platform that tells omnichannel brands where the next dollar should go. He listed as Interim CEO on the company page and VP of Strategy & Operations across recent profiles - a range of hats at a fast-moving Series A startup. A Cornell economics-and-psychology grad with a Wharton MBA, he started in finance at Morgan Stanley and Soros Fund Management before spending a decade in the trenches of DTC operations at Recess, Grove Collaborative, SourceMedium and his own ventures. On the side he co-founded and hosts Don't V*LOOKUP, a podcast about how the best operators actually use their data.