This week, we sat down with John Duffey, a Director in our Business Science and Analytics (BSA) group, to talk about what brought him to EI, how he ended up in research and analytics, and his number #1 passion project. Enjoy!
What’s your role at Edelman Intelligence? What kind of work do you do?
I am a Director in the Business Science and Analytics group within Edelman Intelligence. My background is advanced analytics and data science, which I use that to help our clients measure how paid and earned media impacts their brand and their sales.
Previous places of employment?
I’ve spent much of my career at Accenture leading projects to build custom marketing analytics solutions for large US clients. Previously I also led the fraud detection behind Jack Henry and Associates’ fraud and anti-money laundering software and spent a brief time at Epsilon in direct marketing analytics.
You came to Edelman Intelligence because…
… most recently I worked in banking, and quite frankly marketing is much more fun. Specifically, I love EI because of the people – everyone’s commitment to the EI team and their dedication to its success.
Describe Edelman Intelligence in three words.
Entrepreneurial, collaborative, and driven.
Working in research and analytics: accident or design?
Design. I’ve always loved analytics. I remember building Excel worksheets to predict the outcomes of football games while in college at Alabama (football is a big deal at Alabama). As I studied Econometrics, that naturally progressed into a career using analytics.
Describe your typical work day in 5 emojis or less:
#1 passion project you are working on right now:
We’re working on a Communications Marketing Mix Modeling (CM3) project for an MLB team. It’s a really fun client, and the analytics are particularly interesting due to the unique nature of baseball ticket sales.
In your opinion, the coolest thing happening in the world of intelligence right now is…
… I think the widespread explosion of analytics in everyday life is the coolest thing in intelligence right now. We have a robot vacuum that can navigate the house and our Netflix account (mostly) recommends new TV shows that we’ll like. It’s incredible how much convenience AI and machine learning are driving today.
A culture of collaboration must…
… make time to talk through challenges others are facing.
What three skills do you think are essential to fulfill your role?
A deep knowledge of marketing analytics, practical experience growing data science capabilities, and the ability to tell a compelling story.
To explore careers at EI, click here.