About Sally Martin


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Sally is a hands-on marketing analyst and consultant with over 20 years experience turning data into insights.  She provides freelance expertise to CPG companies, multi-channel marketers, and consulting organizations. Sally specializes in analysis of retail, panel, and customer order data.

Before starting her consulting practice, Sally was Vice President of Information Products at online grocer Peapod, where she created and led a business analytics group working with clients such as Frito-Lay, Kraft Foods, and Unilever to develop and test targeted ads and promotions.

As a Director at Information Resources, Sally evaluated marketing ROI using multivariate techniques for Kellogg’s, Sara Lee, Clorox and other CPG companies.   And at Quaker Oats, she designed and implemented all elements of the market research plan for a variety of brands.

Sally holds an M.B.A in marketing and Finance from the University of Chicago and a B.A. in Economics from Harvard University.  She lives in the Boston, MA area.

Some of the consulting projects Sally has completed for clients include:

– Launched first use of syndicated store data fororganic food manufacturer, enhancing category expertise and reputation with retailers without incurring the cost of developing an internal analytic capability.

– Analyzed retailer loyalty card data to assess consumer dynamics for Fortune 500 food manufacturer. Identified store-level contribution of national/store brand buyers, enhancing category knowledge.

– Evaluated customer conversion from a variety of marketing sources for a Web/catalog direct retailer to improve marketing effectiveness and efficiency.

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