Michael Carlton, PhD, brings over 15 years of experience applying deep analytical knowledge to solve high-value challenges for executives in marketing, finance, operations and sales. His ability to enable clients with actionable recommendations that can be effectively assimilated into their business processes has supported transformational change and value creation at his clients.
Michael is a VP of Analytics based in MMA’s Chicago, IL office. Michael consistently is able to produce measurable, incremental value by working with his clients to identify and quantify the value that comes from their data through measurement and analytics. His ability to extract insights from vast amounts of data while applying a keen understanding of how to help organizations act upon their new found knowledge enables client teams to easily adapt and integrate the insights. With expertise in marketing mix, pricing analytics and strategy, media planning and buying, digital activation, customer analytics and optimization techniques he has been able to deliver end to end solutions for clients across their entire business.
Michael comes to MMA from IRI, where he helped clients grow their business by developing price and promotion strategies to grow revenues and profits. Prior to IRI, he was a key leader of Advanced Analytics at Walgreens. He created Walgreens’ Marketing Mix capabilities as well as developing targeted marketing measurement and optimization programs, led work on customer and patient analytics as well as helped to create the foundation for customer level analytics post the Balance Rewards Loyalty program roll out. Michael began his career at DDB Matrix, a consulting unit with the DDB Ad Agency creating Marketing Mix models for many clients across multiple industries.
Michael holds a Ph.D. in Economics from Michigan State University.