MASB Director since 2008, Rick Abens is founder and President of Foresight ROI, which uses shopper marketing-specific models to measure return on investment and the synergies between shopper marketing and trade merchandising.
In December 2013, Foresight ROI published a benchmark study of shopper marketing best practices and performance standards. Rick has been helping CPG companies improve marketing productivity with business insights, applied analytics, and practical recommendations for over 25 years.
Prior to founding Foresight ROI, 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 also currently serves as VP of Research for the PMA Association for Integrated Marketing. In his work at Foresight ROI, and with the MASB and the PMA, he is advancing the ability to measure integrated marketing synergies, measure long-term marketing impact, and improve shopper marketing effectiveness. He has an MBA from Loyola University.