A Pioneer in Measuring Across all Media Types
Gary has an extensive background in product development, strategic planning, and sales/marketing. He is a frequent speaker to the advertising, marketing, and public relations communities.
Gary is a pioneer in efforts to measure and analyze the combined impact of news coverage, social media, and advertising communications on key business metrics, such as sales or product preferences, with ground-breaking work linking communications activity to business outcomes. He was also one of the first to apply artificial intelligence to better understand how communications impacts consumer behavior.
As part of these pioneering integrated measurement efforts, the need to benchmark every ad and build a comprehensive database of advertising performance metrics for evaluating all advertising creative became clear. With his current partners at Advertising Benchmark Index – ABX, he developed the methodology and criteria for measuring advertising performance, globally, at scale, in an affordable manner.
Now, Gary works with communications leaders across a diverse set of industries to expand that understanding recently incorporating multicultural and gender representation in advertising.
Gary holds a B.S., Mechanical Engineering from Lehigh University and a Masters in Management Science from Stevens Institute of Technology.