MASB Director since 2008, Rick Abens is founder and CEO of Foresight ROI, which uses shopper marketing-specific econometric models to measure ROI and the synergies between shopper marketing and trade merchandising. Foresight ROI is the leading supplier of Shopper Marketing ROI measurement with over 20,000 events measured for many of the largest CPG companies. Rick works with clients to help them make better marketing decisions for continuous improvement in marketing returns.
Previously, Rick was Director of Global Marketing Analytics at ConAgra Foods, where he built the corporate marketing analytics function and ROI management processes. He has held senior market research positions at Kraft Foods, ACNielsen and Kellogg’s.
Rick is a contributing author to the MASB publication Accountable Marketing. He is a designated member of the Institute Faculty at Path to Purchase Institute. He has published a benchmark study of shopper marketing best practices and performance standards.
Rick has an MBA from Loyola University.
He serves on the Continuous Improvement in Return Project team.