Eric Bibelnieks
Eric Bibelnieks
Former VP Marketing Analytics & Data Sciences at Ascena Retail Group, Inc.
As VP of Marketing Analytics & Data Sciences for LOFT, Ann Taylor, and Lane Bryant, Dr. Eric Bibelnieks led efforts to maximize customer file growth, optimize marketing performance, and build data science capabilities for the enterprise. In his prior role at Target, Eric built the global marketing and merchandising analytics team from 0 to 80+ members, implementing solutions along the way including a customer analytical platform, planogram optimization and personalized real-time offers at the point-of-sale. Eric started his professional career at IBM Consulting, where he helped companies such as Lands’ End, Fingerhut, Williams Sonoma, Scotiabank to improve their customer conversion and optimize their contact strategies. His work, Optimizing Customer Mailstreams, was recognized as a 2000 Edelman finalist. Eric earned a Ph.D. in Mathematical Sciences from Clemson University specializing in Operations Research and Graph Theory.
Executive
Track: Retail
Media Mix & Attribution Insights
Retailers are constantly striving to maximize their earnings. In this relentless pursuit, one of the most scrutinized budget items is marketing. Which marketing advertisements truly work? Is the marketing spend driving a positive return on investment (ROI)? This talk will provide an overview of the current tools available for measuring marketing ROI, and an understanding of their KPIs and data dependencies. The power and pitfalls of these tools will be illustrated thru use cases and real-life lessons learned.
