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A Modern Take on Segmentation


Nov 21, 2019 11:02 AM

Allant delivers integrated data, insights and technology allowing emerging and mid-market brands to understand their customer engagement, optimize their marketing spend, and provide exceptional experiences.  www.allantgroup.com
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Jerry Nichols
SVP of Analytics, Insights and Strategy @Allant Group
From statistical modeling and predictive analytics to customer journeys and digital transformation, Jerry can take the numbers and run circles around everybody else. With a BS and MS in Mathematical Sciences/Statistics from Virginia Commonwealth University, Jerry hasn't met a complex marketing problem he can’t solve. Jerry also shares his enthusiasm and knowledge of marketing analytics and digital transformation through blogs and speaking engagements with organizations such as the Association of National Advertisers, PR News’ Measurement Boot Camp, Sprinklr Customer Summit, and more. ​ Jerry has delivered the goods for companies like SAP, Cisco and J. Walter Thompson. In his spare time, Jerry serves on the board of trustees for Marketing EDGE, helping to create our next generation of data-driven talent; and, he is an academy member of the Marketing Hall of Fame Academy. www.allantgroup.com
Brandon Purcell
Principal Analyst @Forrester
Brandon serves Customer Insights Professionals, covering customer analytics and artificial intelligence. He helps organizations derive meaningful insights from customer data to attract and retain customers, increase customer loyalty and profitability, and inform product development and service delivery. Prior to joining Forrester, Brandon led the data science team at a boutique consulting firm, helping marketers derive actionable insights from their customer and marketing data. As a data scientist, Brandon employed advanced customer analytics techniques such as predictive modeling and text analytics to address his clients’ business challenges. His extensive analyses of the Consumer Financial Protection Bureau’s Consumer Complaint Database have been featured in Bloomberg, Forbes, and The Financial Brand. Brandon holds an MBA from the Haas School of Business at U.C. Berkeley and a B.A. in English and creative writing from Dartmouth College.