Heidi Lanford
Research Director, Sales Operations Strategies

Twitter @heidilanford

Throughout her career, Heidi’s focus has been on leveraging data and analytics to improve an organization’s ability to compete. She is a recognized expert in predictive modeling, segmentation, benchmarking, data visualization and reporting. She was recently published in the DMA Analytics Journal (2017) and regularly guest-lectures on analytics and big data at the University of North Carolina’s Kenan-Flagler Business School, Elon University’s Love School of Business and the University of Virginia’s Data Science Institute, where she is also a board member. Heidi was a recipient of the WPP Atticus Award for developing Digital Neighborhoods, a segmentation product combining terrestrial and digital behavior.

Heidi previously served as CEO of Go2Market Analytics, a b-to-b consulting company, where she developed sales and marketing analytics solutions for companies such as Juniper Networks, CA Technologies, TE Connectivity, Hill-Rom, Fortinet and Gigamon. Previously, she led global business analytics for Avaya and Nortel, where she also managed the Americas sales operations and marketing campaigns teams. Heidi has also held positions with KnowledgeBase Marketing, a WPP agency, where she was senior vice president for analytics and strategic consulting, working with clients such as Harley Davidson, United Healthcare and Sprint. Her consulting experience comes from eight years with PricewaterhouseCoopers in its management analytics practice, serving clients such as McDonald’s, The Limited, United Airlines and HP.

Heidi holds a BA degree in Mathematics with a minor in Statistics from the University of Virginia.

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