Andy Hasselwander
Chief Analytics Officer
As Chief Analytics Officer, Andy leads the marketing data and analytics functions at MarketBridge, joining the firm (for the second time) in 2018. Andy brings 20+ years of marketing strategy, data science, and software development experience to the firm.
Joining MarketBridge in 1997, Andy progressed from Analyst to Senior Vice President over the course of 12 years, launching the analytics practice area. He pioneered methodologies across attribution, insights, and optimization, and built the firm’s original marketing data warehouse. Andy led over 50 engagements with Fortune 500 clients across technology, financial services, life sciences, and consumer, and recruited, developed, and managed the world-class MarketBridge analytics team.
After leaving MarketBridge in 2009, Andy led the product and consulting teams at Collage Group, a marketing strategy firm focused on the most influential consumers in the U.S. While at Collage, Andy launched and ran the VozLatinum bilingual consumer panel; Insights Designer, a SaaS survey analysis platform; and Custom Market Profiler, a geospatial data analytics platform. In a dual role as leader of the professional services team, Andy also recruited and led the analytics consulting and research teams, which provided insights and strategies to the Fortune 1000.
Upon leaving Collage, Andy joined Employee Navigator, a leading benefits administration and HR SaaS platform. While there, Andy led the product team as well the partner data integration team. Andy also served as the analytics center-of-excellence. Andy has a BA from Colgate University, magna cum laude, and an MBA from NYU-Stern with distinction.
Andy’s Posts
The Changing Face of Distribution Marketing to Seniors
Subject: Digital, Lead GenerationI’ve noticed a funny trend among marketers. We tend to talk about younger consumers in terms of their generation—for example, the term “millennials” has been a stand-in for a nyone under 35 for what seems like a decade or more—seniors are always seniors. I imagine …
Read MorePlatform-as-a-Channel: A New Model Disrupting the Channel Partner Ecosystem
Subject: Channels, Digital, StrategyDefining the Traditional Channel Partner In 1997, MarketBridge’s CEO Tim Furey published The Channel Advantage. It became a best-selling business book, and a go-to resource for executives looking to navigate a new world in which technology was lowering the cost-per-touch every year. Smart companies realized that they needed to move away from …
Read MoreHow Simply “Watching Your Buyers” Can Increase Retention Rates
Subject: Customer Insights, RetentionOne of our clients recently came to us with an issue that we immediately diagnosed as a friction problem. A product had been conceived and built which should have been selling well, but uptake was slow. There was nothing functionally wrong with the product; it …
Read MoreCyborgs Will Beat Robots: Building a Human-AI Culture
Subject: Analytics, DigitalThere are two competing AI narratives bouncing around the internet. On the one hand, AI is seen as a future scourge, a technology that once unchained will push humanity past a singularity. Past this singularity, we cannot predict what will happen—but many think it won’t …
Read MoreThe Promise of the Marketing Data Platform
Subject: DataA relational data warehouse built with standardized schemas, loosely coupled to source systems, and extended to meet a company’s unique requirements.
Read MoreThoughts on the Microsoft-SAP-Adobe Open Data Alliance
Subject: Data, StrategyThis week, Microsoft, SAP, and Adobe (I’ll call it the MAS alliance moving forward) announced an “Open Data Initiative” or ODI. The general consensus is that this is a competitive response to the increasing domination of Salesforce.com in the CRM and marketing technology space, whose …
Read MoreMeasuring Return on Analytics
Subject: Analytics, ROIThe Challenge: What Value Does Data Science Drive? First of all, a note on scope and audience: this article has to do with marketing analytics / data science (I use the terms interchangeably), and is written as such. While these concepts should absolutely be useful …
Read MoreWhat About Small Data? Part 2
Subject: Analytics, DataGetting Back to Growth by Playing Small Ball The ADBUDG curve is a 40-year old handy heuristic for modeling marketing spend vs. return. It was first used for broad-reach advertising. The concept is pretty simple: The curve starts out flat, as dollars are invested to …
Read More10 Step Checklist for Creating Actionable Segmentations and Personas
Subject: AnalyticsFor all of the talk around one-to-one marketing, human beings still need frameworks to understand their world, and marketers are no exception. The word “segmentation” might be ubiquitous among marketers, but it’s difficult to find two people who can agree on what segmentation really means …
Read MoreHow to Build a Product-Centric Data Science Organization
Subject: Marketing OperationsRealistically, most data science is heads-down, unpredictable activity. Typically, a data scientist is given an objective, such as “tell me the part-worth of TV in my advertising mix”, or “come up with a classifier to put a lead into the correct segment,” and has to …
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