Eric Robertson serves as a Senior Director in Marketing & Data Sciences at GfK, where he plays a pivotal role in shaping the future of Shopper Analytics within the Consumer Packaged Goods (CPG) sector. With a robust foundation in data engineering and advanced analytical techniques,...
Eric Robertson serves as a Senior Director in Marketing & Data Sciences at GfK, where he plays a pivotal role in shaping the future of Shopper Analytics within the Consumer Packaged Goods (CPG) sector. With a robust foundation in data engineering and advanced analytical techniques, Eric specializes in leveraging transaction-level data to derive actionable insights that drive strategic decision-making for clients. His expertise encompasses a wide range of methodologies, including ANCOVA, segmentation, and MaxDiff analysis, which he employs to uncover nuanced consumer behavior patterns and optimize marketing strategies.
At GfK, Eric leads a talented team in designing and executing custom analytics projects, utilizing both cloud-based and local point-of-sale (POS) and panel data. One of his key initiatives includes the development of a comprehensive A/B testing framework that enables clients to rigorously evaluate the impact of various marketing campaigns. This innovative approach not only enhances the precision of data-driven recommendations but also empowers clients to allocate resources more effectively and maximize return on investment.
Eric's collaborative spirit and keen eye for detail ensure that projects are completed on time and to the highest standards of excellence. His ability to translate complex data into clear, actionable insights makes him a trusted advisor to stakeholders across the organization. As he continues to push the boundaries of Shopper Analytics, Eric remains committed to fostering a culture of data-driven decision-making, ultimately helping clients navigate the ever-evolving landscape of consumer preferences and market dynamics.
