Gary was the first to identify the need for the testing of all competitive creative while he was developing an integrated paid and non-paid measurement platform, Vantage, for news monitoring and technology supplier, VMS.
Gary’s 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, was the first of its kind. He was also primarily responsible for the ground-breaking work done by VMS in linking communications activity to business outcomes.
It is at VMS that Gary first developed the methodology and criteria for measuring advertising performance, the vision to benchmark every ad and build a comprehensive database of advertising performance metrics, and the process to do this in an affordable manner.
He was also one of the first to apply artificial intelligence to better understand how communications impacts consumer behavior and has worked with communications leaders across a diverse set of industries.
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 holds a B.S., Mechanical Engineering from Lehigh University and a Masters in Management Science from Stevens Institute of Technology.