Greg Pharo is the global director of advertising research & media analytics for The Coca-Cola Company. He heads the worldwide media analytics practice for the world's leading beverage company, helping Coke maximize its return on marketing investment. His responsibilities include media analytics and optimization, advertising and messaging research and social media insights.
Greg is a recognized expert in advertising insights, forecasting, earned media analytics and marketing ROI. He’s led innovations in market mix modeling by pioneering new-to-the-world techniques for measuring sales impacts of digital and social media and TV sponsorships. He also invented market mix modeling techniques to measure mass advertising’s ability to reduce customer churn. Additionally, he used innovative marketing science and research to uncover how consumer conversations and social buzz impact a brand’s sales and customer loyalty. While working in the telecommunications category, Greg integrated omnichannel attribution techniques with traditional mass media analytics through a unified measurement and insights platform. Combining the granularity of fractional attribution with the breadth of econometric-based marketing response models and a robust test/learn program allows brands to unlock rich and actionable advertising insights and better leverage the synergies which exist across various media and ad campaigns.
At present Greg chairs the Data and Measurement Committee of the ANA-Association of National Advertisers and is actively involved with the Marketing Science Institute. He’s a graduate of Emory University where he received both bachelors and MBA degrees. Prior to joining AT&T Greg worked in marketing and finance at Siemens, Georgia-Pacific and Kodak.