A MASB Director At Large, Kevin Richardson was most recently an SVP of Consulting Services for The Nielsen Company. He has 25 years of experience applying advanced analytics to business decisions across agency, client, and research supplier verticals. His contributions include delivery of large-scale marketing mix modeling engagements, leadership of new client acquisition efforts, completion of in-depth Marketing ROI benchmarking and meta-analysis projects, and management of key external partnerships.
Over the course of his career, Kevin has been a regular speaker at professional conferences and a trustee of the Marketing Science Institute. His areas of technical expertise include econometric modeling of sales using both aggregate and disaggregate data, data mining, demand forecasting, and behavioral market structure. He holds bachelor’s and master’s degrees from Ohio State and Northwestern.
Kevin co-leads the Brand Investment & Valuation Project and MASB Marketing teams.