August 05 - 07, 2018 | The Palmer House Hilton, Chicago, IL

Greg Green Ph.D.

Chief Data and Analytics Officer
Harland Clarke Holdings

Greg Green is the Chief Data and Analytics Officer at Harland Clarke Holdings.  He drives data strategy, vision and execution across Harland Clarke Holdings, serving clients’ interests about data, insights and analytics. Greg joined the Harland Clarke Holdings organization in 2016 as Valassis’ First Chief Data and Analytics Officer and brings industry best-in-class data management and analytics across all businesses. 

With 25 years of industry experience, Greg is fluent in applying data science to business applications and driving revenue. His expertise spans disciplines including data management, consumer analytics, marketing technology, sales operations and product development.

He founded and served as CEO of FourThirds, LLC, an analytics and consulting firm to agencies and clients in the marketing services and media space. Greg drove sales productivity using data science and improved the value proposition for advertising agencies through product and technology development in key leadership roles at Google. In his role at Digitas/Publicis Groupe Media, he designed an analytics technology strategy and patented an innovative, cloud-based, media analytics platform for cross-channel marketing performance while also managing key media and technology partnerships. He is also an adjunct faculty member in Northwestern University’s Integrated Marketing Communications Program.

Greg holds a doctorate in mathematics from Claremont Graduate University in California, master’s degree in statistics from Michigan State University and bachelor’s degree in mathematics from Central Michigan University.

10:15 AM Strategies for Optimizing Media Performance Amid Increasing CMO Demands

Do you fear a “Fox in the hen house” when allowing Google, Facebook or your media agency to help measure and optimize media performance? Each has its own data, requests your data and builds models to evaluate and project the data, all while restricting transparency by working in black box tools. With this in mind, is it possible to purely drive consumer connection and activation with relevant and compelling media, without bowing to competing interests of 'big media'? We can create new metrics that are solely in the best interest of consumer/advertiser connection rather than optimizing revenue for Google, Facebook, MSNBC, CNN and media agencies. In this session, hear how Harland Clarke's CDAO, Greg Green, has successfully been able to:
  • Overcome the disparate data and metric challenge of multi-channel media optimization
  • Focus on the brand/consumer activation opportunity rather than the media/brand spend
  • Learn how to provide “analytics transparency” to reduce the feeling of the “fox guarding the hen house” and mystery of black box machine learning
  • Find a new level of control on the dials to optimize with media, data and analytics

Check out the incredible speaker line-up to see who will be joining Greg.

Download The Latest Agenda