I am the president and co-founder of MASS Analytics, a key figure in the field of marketing analytics. With a Ph.D. in Data Science from HEC Montreal, I have over 20 years of invaluable expertise in predictive analytics, budget optimisation, and marketing strategy. As an MMM thought leader, I frequently participate as a speaker at prestigious industry conferences, including the esteemed Google Summit 2022, the I-COM Summit, the Attribution & Analytics Accelerator etc. where I share my experience and insights on Marketing Measurement. Prior to my role at MASS Analytics, I served as a partner at renowned international media agencies such as MEC UK/WPP and OHAL/WPP. Beyond my entrepreneurial pursuits, I devote my time to academia where I give lectures at Business Schools worldwide.