NEW YORK–(BUSINESS WIRE)–November 8, 2022–
GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced that Dr. Anthony Palomba has joined its advisory board. Dr. Palomba is an adjunct professor at the University of Virginia Darden School of Business, where he teaches leadership communication and business analysis.
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GBK Collective adds Dr. Anthony Palomba, leading consumer behavior strategist and audience measurement expert, on his advisory board (Photo: Business Wire)
“Anthony is a visionary with a deep understanding of how technological, advertising and media innovations influence consumer behavior and media selection decisions,” said GBK CEO and co-founder Jon Greenwood. “We’re thrilled to have him advising our team, further leveraging our experience working with brands to improve audience measurement and better predict results with target customers.”
Palomba’s research has been instrumental to companies seeking to better predict media consumption habits based on audience personality, demographics and lifestyles. He has also worked on studies examining consumer behavior, definitively showing how cross-platform consumption of NFL sports clips and the game of Madden NFL can influence consumption decisions in other categories.
“I have always been fascinated by consumer behavior and how audience measurement by media, entertainment and advertising companies can be improved to predict consumption patterns,” said Dr. dove “Joining GBK Collective as an advisor is a natural fit given the company’s experience and continued work with leading brands in predictive modeling. I look forward to partnering with clients to help solve some of their most pressing business challenges.”
In addition to being a leading expert in audience analytics, Professor Palomba’s work explores how technological innovations influence competition between entertainment and media companies, and the role that machine learning tools can play and artificial intelligence to better understand consumer behavior.
“Effective measurement and cross-category learning are essential to better understanding consumers’ media engagement behavior,” said GBK co-founding professor Eric Bradlow, who is also vice dean of Analytics and chair of the marketing department from the Wharton School. “As a strategic advisor, Anthony brings incredible experience, both in practice and academia, in building predictive models. His skill set is a perfect complement to our growing team as we continue to add the best and brightest marketing strategy and analytics talent in the industry.”
In his MBA classes at the University of Virginia’s Darden School of Business, Dr. Palomba teaches leadership communication with a focus on how business leaders can present actionable data results and insights to key stakeholders through storytelling. Prior to this role, Palomba partnered with Nielsen, conducting research on how millennials consume and use entertainment and media content, products and services. He also worked at Ipsos, where he conducted market research for HBO, Facebook, Fox Sports, CNN, Sesame Street, NBC Comcast, and others.
About GBK Collective:
Born of academics. Illuminated by research and data-driven analysis. GBK Collective is a leading marketing strategy and analytics consultancy built to solve marketing problems in high definition. Co-founded by Wharton’s Vice Dean of Analytics and Chair of Marketing, GBK applies industry-leading academic expertise and real-world corporate expertise to each client project to deliver practical, actionable solutions to real problems. For more information, visit www.gbkcollective.com.
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SOURCE: GBK Collective
Copyright Business Wire 2022.
PUB: 08/11/2022 09:30/DISC: 08/11/2022 09:32
Copyright Business Wire 2022.
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