Kevin Richardson is Senior Vice-President, Consulting Services, at Nielsen Marketing Analytics (NMA). He has nearly 25 years of analytics experience in consumer goods & services industries and in advertising. His areas of technical expertise include econometric modeling, data mining, demand forecasting, and behavioral segmentation. Kevin has been actively engaged throughout his career in applying these tools to a wide range of business problems. Kevin joined what was then Marketing Analytics, Inc., in 2003 as Director, Analytics Consulting, was promoted to Vice-President in 2005, then to Senior Vice-President in 2010.
Marketing Analytics was acquired by Nielsen in August, 2011, and renamed Nielsen Marketing Analytics (NMA). During his tenure at Marketing Analytics and then NMA, Kevin has managed marketing mix modeling engagements for a range of global CPG and pharma clients. At various intervals, he has also led all new client development for NMA in Non-CPG verticals, including formal proposals, pre-sales business and technical consulting, and marketing. In addition, he acts as Global Marketing Return on Investment (MROI) Knowledge Management Lead.
Finally, Kevin represents Nielsen as a Trustee of the Marketing Science Institute and as a member of The Marketing Accountability Standards Board. Prior to Nielsen Marketing Analytics, Kevin worked for Leo Burnett, Kraft Foods, The Minute Maid Company (Group of Coca-Cola), Reliant Energy, and Net Perceptions, a provider of large-scale data mining software to retailers.
He holds a B.A. in Russian Studies, Summa Cum Laude, and an M.A. in Economics, Concentration in Econometrics and Statistics, both from Ohio State University, and an M.A. in History from Northwestern University. Kevin lives in Buffalo Grove, Illinois, and has two children.