Gartner Expert

Martin Kihn

Research VP

Martin Kihn specializes in data-driven marketing and advertising technology, focusing on the use of data to improve marketing strategy, customer acquisition, and retention. He helps digital marketing leaders develop actionable insights based on the analysis of campaign, site and social information. He wrote a book titled "House of Lies", which was the basis for a Showtime series of the same name that premiered in January 2012.

Previous experience

Mr. Kihn previously held positions as VP and Director of Strategy and Analytics at full-service global advertising agencies. He specialized in developing, measuring and optimizing digital and social marketing strategies for clients including General Motors, H&R Block, Delta Air Lines, and American Express. Focus areas included website and digital marketing analytics and the optimization of display and social campaigns. His passion for strategic thinking started as a Management Consultant at Booz & Co.

Professional background

Fallon Worldwide

Director of Analytics

Digitas

Vice President/Director, Strategy & Analysis

Booz & Co.

Sr. Associate

Areas of coverage

Marketing Data and Analytics

Customer Experience Design and Execution (retired)

Marketing Organization and Talent

Education

M.B.A. with honors, Columbia Business School

B.A., Yale University

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Top Issues That I Help Clients Address

1Develop and execute a multichannel measurement plan to determine and optimize the impact of marketing programs.

2Build a framework, vendor selection, and internal processes for multitouch attribution, marketing mix modeling, and journey analytics.

3Incorporate dynamic creative and atomic storytelling, and other brand elements into a marketing plan.

4Understand and use big data and data science basics for marketing, including machine learning and advanced methods.

5Partner successfully with external service providers to supplement internal analytics teams.