NEW YORK--(BUSINESS WIRE)--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 Assistant Professor at the University of Virginia Darden School of Business where he teaches leadership communication and business analytics.
“Anthony is a visionary with a deep understanding of how media, advertising and technology innovations influence consumer behavior and media selection decisions,” said GBK CEO and Co-Founder Jon Greenwood. “We’re thrilled he’s advising our team, further building on our expertise working with brands to improve audience measurement and better predict outcomes with target customers.”
Palomba’s research has been instrumental for companies looking to better predict media consumption habits based on audience personalities, demographics, and lifestyles. He has also worked on studies that examine consumer behavior – definitively showing how cross-platform consumption of NFL sports clips and Madden NFL game play can influence consumption decisions in other categories.
“I’ve always been fascinated by consumer behavior and how audience measurement by media, entertainment and advertising firms can be enhanced to predict consumption patterns,” said Dr. Palomba. “Joining GBK Collective as an advisor is a natural fit given the firm’s expertise and ongoing work with leading brands on predictive models. I look forward to partnering with clients to help solve some of their most pressing business challenges.”
In addition to being a leading expert on audience analysis, Professor Palomba’s work explores how technology innovations influence competition among entertainment and media firms, and the role machine learning and artificial intelligence tools can play in better understanding consumer behavior.
“Effective measurement and cross-category learning is essential to better understanding media engagement behavior by consumers,” said GBK Co-founder Professor Eric Bradlow, who is also Vice Dean of Analytics and Chair of the Marketing Department at the Wharton School. “As a strategic advisor, Anthony brings incredible expertise – both in practice and in academia – in building predictive models. His skillset is a perfect complement to our growing team as we continue to add the best and brightest analytics and marketing strategy talent in the industry.”
In his MBA classes at the University of Virginia Darden School of Business, Dr. Palomba teaches leadership communication with a focus on how business leaders can present data results and actionable 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, among others.
About GBK Collective:
Born from academics. Enlightened by data-driven research and analytics. GBK Collective is a leading marketing strategy and analytics consultancy built to solve marketing problems in high definition. Co-founded by the Vice Dean of Analytics and Chair of Wharton’s Marketing Department, GBK applies industry leading academic expertise and real-world corporate experience to every project with clients to deliver practical and actionable solutions to real issues. For more information, please visit www.gbkcollective.com.
