Gartner Marketing and Communications Expert

David Walters

Director Analyst

David Walters is a Director Analyst covering marketing data and analytics. He primarily focuses on helping clients improving the measurement of marketing efforts, enhancing their marketing attribution, and proving the value of marketing to their respective organizations. In addition, he provides guidance on customer analytics and how to better understand a customer's journey through data.

Mr. Walters was previously Vice President of Marketing Analytics at Newfold Digital. He worked across all functions of the business to drive a data-driven decision culture. He was responsible for the enhancement of analytic processes and the introduction of predictive modeling to the operations team.

Previous experience

David led the marketing analytics function at Newfold Digital. The function was responsible for quantifying the impact of initiatives on sales and retention of customers.

The implementation of marketing mix models and predictive churn models also allowed for a deeper understanding of what factors were influencing the business.

Professional background

Newfold Digital

Vice President of Marketing Analytics

ADT

Director of Marketing Analytics

Kaplan Higher Education

Strategic Business Partner

Areas of coverage

Marketing Technology

Marketing Data and Analytics

Education

M.B.A., Management Science & International Business, University of Miami

B.A., Cum laude, Marketing & Management Information Systems, Texas Christian University

Top Issues That I Help Clients Address

1How do I use analytics to gain better insight into their customers?

2What are the pro's and con's of the different marketing measurement frameworks?

3How do I quantify impact of marketing spend on sales funnel?