GBK Collective strengthens its expertise in the analysis and modeling of the marketing mix, adds Dr Dominique Hanssens as strategic advisor


NEW YORK–(COMMERCIAL THREAD) –GBK collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced the appointment of Dr. Dominique (Mike) Hanssens, Emeritus Professor of Marketing Research at UCLA Anderson Graduate School of Management, at the within its advisory board, drawing on GBK’s expertise in helping clients solve strategic marketing problems and maximize return on investment.

“Day in and day out, our goal at GBK is to help clients solve strategic marketing issues such as how to allocate their marketing resources, improve marketing effectiveness, and build customer and brand equity. “said GBK Co-Founder Professor Eric Bradlow, who is also Associate Dean of Analytics and Chairman of the Wharton School Marketing Department. “We are delighted to appoint Dr Hanssens to our advisory board. Not only is he a leading expert in these areas, but he will be an invaluable resource for our clients looking to improve the ROI of their marketing investments around the world.

GBK continues to grow its team and global collective of experienced practitioners, providing Fortune 500 clients with high-level marketing, analytics and analytics capabilities to address their most pressing business issues. The arrival of Dr Hanssens is the latest in a series of appointments to the GBK Advisory Board with Dr Randall Lewis, Chief Scientist of Nanigans, and Dr Justin Rao, Sr. Director, Performance Marketing at, joined us earlier this year.

“To be successful in today’s market, brands need a holistic strategy to apply better data models, customer analytics and analytics to optimize their marketing investments based on the changing market dynamics, ”said Dr Hanssens. “GBK Collective combines the best of the talent and expertise of academics and industry practitioners. I look forward to engaging with them on some of the major challenges of data-driven marketing resource allocation.

Dr. Hanssens’ expertise in marketing mix modeling and analytical methods such as econometrics, time series analysis to solve strategic problems and improve marketing productivity is widely cited and well known. His approach emphasizes modeling the market response to sophisticated customer and marketing data sets. He has led assignments for leading brands such as British Telecom, Disney, Google, Johnson & Johnson, Mattel Toys, Mercedes, Microsoft, Schwab and Wells Fargo. See his full biography here.

“As a former Marketing Director, one of the main challenges I and my peers have faced is understanding, quantifying and optimizing marketing investments across various tactics and channels, and then effectively communicating that ROI. to the CEO and the Board of Directors, ”said Jeremy Korst, Partner and President of GBK. . “Dr. Hanssens’ work is fundamental in this area and takes into account the full spectrum of sales and marketing tactics, not just investments in media channels.

Prior to his current role, Dr Hanssens served as Faculty Chair at UCLA Anderson Graduate School of Management, Associate Dean and Chair of Marketing. From 2005 to 2007, he was Executive Director of the Marketing Science Institute in Cambridge, Massachusetts. Hanssens studied econometrics at the University of Antwerp in his native Belgium. He went on to obtain a master’s and a doctorate. in Marketing from Purdue University.

About the GBK collective:

Born of academics. Informed by data-driven research and analysis. GBK Collective is a leading marketing strategy and analytics consulting firm designed to solve high definition marketing problems. Co-founded by the Vice Dean of Analytics and Chairman of Wharton’s Marketing Department, GBK applies cutting-edge academic expertise and real-world business experience to every project with clients to deliver practical and actionable solutions to real problems. For more information, please visit

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