Todd Kirk

Middlegame is an innovative marketing sciences organization that helps business partners leverage analytics addressing their complete marketing portfolio to gain and exploit positional and material superiority for their products and services worldwide. We are a different kind of marketing and sales analytics firm that does not believe that report cards filled with modeling results glorifying past performance help clients navigate turbulent times. Instead, we focus on uncovering the real marketing stories that communicate the opportunity for growth with fewer resources and in spite of the further constraints of a dynamic marketplace. Middlegame knows that your business lives and breathes through the different channels of distribution available, breath of customer/consumer segments, and equally aggressive competitors that represent that marketplace. Since looking across these dimensions is where the next opportunity lies, they are the domain for our analytical solutions.

I am honored to represent Middlegame Marketing Sciences on the Marketing Advisory Board for the Farmer School of Business also know as "The Cradle Marketers". We are so proud to collaborate with business leaders from Blue North, Chick-fil-A, Constellation Brands, Deloitte Consulting, Forbes, Freenome, A.T. Kearney, The Kroger Company, PDC Brands, Procter & Gamble, and the outstanding Miami faculty to help shape the next generation of marketing talent that every company continues to want to be the first to hire. https://miamioh.edu/profiles/fsb/marketing-advisory-board/index.html

Provalytics is the best solution for marketing leaders who need proof on what’s working, what’s not and where to place their next bet. If you’re an ambitious marketer who needs to scale without worrying about cookies, privacy, and walled gardens, you’ve found the right platform. Provalytics lets you make smarter marketing bets – faster. Different marketing channels affect different stages of the user journey in different ways. Knowing this is the only way to get more customers to purchase more and purchase more often. And your Measurement needs to reflect this. Provalytics is future-proofed for the ever-changing marketing landscape. Built from over 15 years of MTA & MMM experience, every marketing channel, whether paid, owned or earned is easily integrated. Provalytics lets you focus on thinking, not number crunching.

The apertr.ai platform is an end‑to‑end solution for empowering marketers with prescriptive analytics to improve their decision-making through the transparent use of advanced AI and machine‑learning. We work closely with marketing strategists to integrate customer-centricity into every investment decision. Our analytics recommend the best combinations of media and messaging to ensure growth through the acquisition and retention of the best possible customers. I oversee model development, validation, and production monitoring to guarantee scalable, transparent, and compliant analytics in every engagement. By continuously refining our AI pipelines and championing best practices, apertr.ai helps drive forward‑looking decisions to maximize enterprise value for clients.

Marketing Attribution Partners (MAP) is an analytics platform provider that is designed to specifically address marketing assessment in the "always on" multi-channel landscape. Our tools allow revenue owners to show how they influence customer transactions as well as the detailed journey decisions that lead to those transactions. By incorporating the "softer metrics" of marketing alongside traditional media efforts allows the platform to provide an understanding of how the different elements of a multi-channel strategy and different potential messages associated with those channels affect each stage of the customer journey in their own unique ways. Our approach has its foundations in marketing attribution and path analysis, but given the complexity of the evolving multi-channel options, MAP has expanded these concepts include indirect and longer-term effects with the traditional direct and immediate-term effects. We look forward to the opportunity to demonstrate the software for you.

As a Senior Vice President, I produced and organized a suite of analytical solutions for clients to better address issues associated with the IRI 4Cs (Customer, Consumer, Competition, and Channels) and how manufacturers could work collaboratively with their retail partners to identify and activate "win win" opportunities that simultaneously help both parties. Current role has turned toward managing relationships with third-party partners to expand the IRI offering for these kinds of client issues. Specific Accomplishment: Designed, implemented, directed the sales effort, and managed the full delivery of Assortment Drivers. This tool is one of IRI's most successful analytic launches ever by signing $1.2MM during the first 10 months of commercialization with projects at both retailers and manufacturers as well as in both North America and Western Europe.

As a Vice President, I lead the development and practical use of automated systems to perform Data Mining and Marketing Mix Modeling services for Fortune 500 clients. These initiatives have reduced statistical analysis time by up to 40% and released significant resources to consulting and framing recommendations. Specific Accomplishment: Launched the multi-million dollar ($2.3MM in 2003) Competitive Interaction Assessment service for marketing simulation utilizing data fusion techniques to establish a complete Scenario Planning system for product assortment & portfolio management, advertising & promotion evaluation, and new product forecasting

As a Manager and Senior Manager, I established and implemented best practices for merging consumer and retail tracking studies into an integrated Knowledge Management system for marketing opportunity identification and assessment of the forecasted potential of these opportunities across the 192 countries where Coke distributes its products. Specific Accomplishment: Revisited and modified the retail audit invented by Art Nielsen in 1933 for channels where scanner data is not a viable source of information, but generate 80% of Coca-Cola volume. This led to the first-ever modeling tool for Marketing Variance Analysis in important emerging markets.

University of New South Wales: Gate 11, Botany Street • Randwick, NSW 2031 • Australia Evaluations: Distinction or Credit for all courses Courses Include: Managing People & Organisations, Marketing Principles, Accounting & Financial Management, and Performance Improvement Beyond TQM

Farmer School of Business: 800 East High Street • Oxford, OH 45056 • USA Overall Grade Point Average: 3.13 • Major: Marketing 3.35 • Minor: Decision Science 3.85 Marketing Research Internship sponsored by NCR Corporation • Atlanta, GA 30308 • USA