Mark Burchell
Director Customer Insights & Analytics @Indigo
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WORK HISTORY
Director Customer Insights & Analytics @Indigo
Its an attention economy and Indigo holds an incredible position. We have a highly educated and high consumer spend segment. Its time to dig into what is getting Canadian’s attention and expand the brand to more people. More to come.
EDUCATION
Wilfrid Laurier University
MBA, Business Administration and Management, General
SKILLS
ABOUT MARK BURCHELL
As Vice President of Business Insights & Analytics at EssenceMediacom Canada, my role pivots around innovating the media analytics practice, where we harness data to optimize media investments around client growth. Our team uses R and Python to craft media mix models with accessible dashboards. We design measurement frameworks that not only enhance brand health but also innovate analytics products. And that\'s not all. Using Creative analytics, we\'ve been able to reallocate funds by over 15% through attention metrics analysis.Leadership and strategic vision are at the core of my mission, guiding a high-performing team in digital analytics, business intelligence, and marketing analytics. The collaborative efforts of our team have established robust business relationships and a competitive edge in the market. We pride ourselves on delivering agile work management and fostering product innovation that resonates with both Canadian and U.S. brands.
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