about

About

Leapfrog Marketing Institute is a virtual institute focused on nurturing thought leadership and commentary about marketing in a digital world, with a specific focus on consumer-focused experiences and omni-channel conversion.  Along with an Advisory Panel comprised of senior marketing practitioners and professors from premier universities, the Leapfrog Marketing Institute publishes white papers, develops research reports, and hosts events for CMOs and industry influencers. The Leapfrog Marketing Institute is powered by Leapfrog Online, one of the largest digital marketing agencies in the United States.

For 20 years, Leapfrog has led the industry in best practices related to the strategic use of consumer data, understanding the consumer journey and developing effective customer acquisition strategies that deliver business results. A data-driven approach and a culture of innovation allow us to deliver game-changing, scalable results for brand marketers. Founded in 1995, Leapfrog is based in Evanston, IL and employs more than 140 data scientists, software and systems engineers, media planners, analysts, and brand marketers. 
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  • “There’s a siloed nature of corporations in general, and it gets heightened when you work beyond the typical functions you’ve done in the past.”

    Fred Ehle, Leapfrog Marketing Institute Advisory Panel
  • “Marketing means managing a relationship, not a series of one-night stands.”

    Jim Carey, Leapfrog Marketing Institute Advisory Panel
  • “Omni-channel is about modes and nodes. There is no such thing as channel anymore. It’s modes of interaction and nodes, or connection points, for that interaction.”

    Gary Lancina, Leapfrog Marketing Institute Advisory Panel
publications

Publications

Leapfrog Marketing Institute regularly publishes white papers such as our annual CMO Benchmark Study and planning reports, collaborations with independent marketing research organizations, and more.

2016 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer


In 2015, the Leapfrog Marketing Institute launched our first Planning Report. The report’s purpose was to uncover the shift marketers were making to be more consumer-centric in their strategies and tactics. In this year’s Planning Report, we continue on the consumer-centric path, but with a twist. Our purpose is to understand not only how marketers are shifting their […]

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2015 CMO Digital Benchmark Study: Findings and Considerations to Accelerate Growth In the Digital World


The Leapfrog Marketing Institute released its second CMO Digital Benchmark Study in Q3 2014. The study continued the exploration that began with the first CMO Benchmark Study in 2009, gauging how senior marketers were navigating the evolving digital space. The 2014 study’s key learning was that marketers’ perceived organizational challenges were hampering their ability to […]

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Omni-channel, Consumer-Centricity and Established Brands: A Roundtable Discussion


In the Strategic Planning Report, more than 80% of marketing executives planned to redirect their spending, from channel or product-focused initiatives, to more consumer-focused initiatives. They also expressed that the shift was hampered by structural and cultural challenges within their organizations. This internal challenge was reflected again in LMI’s 2014 CMO Benchmark Study, when only […]

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2015 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer


In October 2014, the Leapfrog Marketing Institute released its most recent CMO Benchmark Study focused on the changing role of the CMO in the increasingly complex digital landscape. This 2015 Planning Report, Evolving Strategic and Financial Plans for the Always-On Consumer, extends the learnings from the Benchmark Study. The Planning Report focuses on how marketing […]

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advisory-panel

Advisory Panel

Built by Marketers for Marketers

The Leapfrog Marketing Institute Advisory Panel is comprised of top marketers working with some of today's largest brands and academics at the forefront of digital marketing research. Leapfrog Marketing Institute is the research arm for Leapfrog Online, a leading digital company and provider of online marketing and results to its clients.

Jim Carey

Jim Carey

Adjunct Professor/Northwestern University View Bio
Fred Ehle

Fred Ehle

Vice President, Customer Strategy/McDonald’s View Bio
Gary Lancina

Gary Lancina

CMO/LUMA Institute View Bio
Bill Pearce

Bill Pearce

Faculty, Haas Marketing Group / Berkeley Haas School of Business View Bio
David Reibstein

David Reibstein

William S. Woodside Professor and Professor of Marketing / The Wharton School, University of Pennsylvania View Bio
Rob Roy

Rob Roy

SVP, Head of eCommerce & Digital Revenue / Comcast View Bio
Tyrrell J. Schmidt

Tyrrell J. Schmidt

Vice President, Marketing / TD Bank Group View Bio
Roger Tye

Roger Tye

Senior Director, Marketing / Allstate View Bio
Bob Wasserman

Bob Wasserman

Senior Vice President, E-Business/Allstate View Bio
Tony Wells

Tony Wells

Senior Vice President, Marketing / North America Schneider Electric View Bio
Jim Carey

Jim Carey

Adjunct Professor/Northwestern University

As an Adjunct Professor at Northwestern University’s graduate Integrated Marketing Communications (IMC) Program, Jim has taught Direct, Database & E-Commerce Marketing Strategies, Marketing Measurement, and analysis skills over 16 years. He brings three decades of experience in helping companies leverage customer data to succeed in the marketplace.

Jim also directed the IMC Summer Quarter for 5 years. He worked closely with global marketers as they developed student team projects, including Adobe, Allstate, CDW, Discover Card, FedEx, Johnson Controls, McDonalds, P&G, United Healthcare and others.

Jim now leads the development efforts of Northwestern’s Applied Neuromarketing Consortium, leveraging advanced neuroscience and Big Data tools to understanding human behavior. The ANC is expanding the frontiers of marketing by applying the lessons of neurology to the issues of consumer attention, memory and reward.

Jim has held leadership positions in direct marketing agencies in New York, Boston, and Chicago. He is Past President of the 2000-member Chicago Association of Direct Marketing, and was named Chicago “Direct Marketer of the Year” in 2009. Over his career, Jim has helped guide the data-driven marketing efforts of Abbott Labs, Acxiom, Diageo, Discover Financial Services, Epson, Experian, Gateway (Acer), HSBC (Household Bank), Marriott, Motorola, Porsche, Sears, United Healthcare and other marketing leaders.

Contributions:

2015 CMO Digital Benchmark Study: Findings and Considerations to Accelerate Growth In the Digital World Omni-channel, Consumer-Centricity and Established Brands: A Roundtable Discussion The Path for Smart Marketers to Avoid the Big Data Pitfall
Fred Ehle

Fred Ehle

Vice President, Customer Strategy/McDonald’s

As Vice President of Customer Strategy for McDonald’s USA, Fred is responsible for driving customer focused, insights driven initiatives. Fred leads the customer insights and customer experience teams. He is also leading the development and implementation of the CRM function.

Fred began his McDonald’s career in 2014, and brings with him extensive experience in marketing, strategy, brand management, brand activation, new product development and launch, and retail strategy.

Before joining McDonald’s, Fred was the Vice President of Brand Management for Pulte Group, the nation’s largest new home builder. There, he was responsible for Pulte’s three brands: Centex, Pulte and Del Webb leading the development of brand strategy and strategy activation. He redefined the Centex and Del Webb business models, including new products, retail environments, and mortgage service offerings. He created Pulte Group’s new product development process and led ideation for developing new products. He was also responsible for creating a new, forward-looking segmentation model that unearthed new opportunity targets and modeled future demand by segment. Fred was a member of the corporate strategy team, identifying drivers of shareholder value.

Prior to Pulte Group, Fred served as Managing Partner and Founder for Brandapart LLC, a marketing consultancy that makes strategy actionable. Before founding Brandapart, Fred spent almost 20 years in advertising leading national and global brands such as Campbell Soup Company, Betty Crocker, Raid Insecticide, and State Farm Insurance as well as a number of high tech and financial services companies at the FCB, Leo Burnett, DDB and VSA Partners agencies.

Contributions:

Omni-channel, Consumer-Centricity and Established Brands: A Roundtable Discussion 2014 CMO Digital Benchmark Study: Findings and Considerations to Accelerate Growth In the Digital World
Gary Lancina

Gary Lancina

CMO/LUMA Institute

As the Chief Marketing Officer of the LUMA Institute, Gary guides development and implementation of strategies to accelerate growth and evolve LUMA’s product and service offers. The LUMA Institute equips individuals, teams, and organizations to accelerate innovation and deliver new, lasting value.

Prior to joining the LUMA Institute, Gary held senior leadership positions in Marketing and Retail Innovation for BP Products North America. He led teams responsible for Consumer & Customer Insights, continual enhancement of the BP Consumer Experience and Value Proposition, and Fuels Product Management. Millions of consumers buy fuel each day from BP’s US network of over 7,000 retail sites, and the business sells over 12 billion gallons of fuel products annually.

Before BP, Gary was the Vice President of Marketing for redbox, leading the company’s overall marketing efforts including customer experience, acquisition, and branding strategies. He guided the brand to record awareness and market shares while increasing revenue over $330 million.

During his career, Gary also held leading marketing roles for firms such as S.C. Johnson, Rand McNally, Master Lock, and Kohler Co. He holds an MBA from Clemson University and a BA from Pomona College.

Contributions:

2015 CMO Digital Benchmark Study: Findings and Considerations to Accelerate Growth In the Digital World Omni-channel, Consumer-Centricity and Established Brands: A Roundtable Discussion 2015 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer
Bill Pearce

Bill Pearce

Faculty, Haas Marketing Group / Berkeley Haas School of Business

Bill Pearce is on the marketing faculty of the Haas School of Business at the University of California where he teaches MBA students on the topics of brand management, marketing and innovation.

Pearce was previously CMO for Del Monte Foods, driving a three times increase in market capitalization by reinvigorating the topline with a marketing renaissance leading to Del Monte’s acquisition by KKR in the largest LBO in 2011. His past accomplishments include working as Taco Bell’s CMO, VP of marketing for Campbell’s Soup and marketing director with Procter & Gamble, responsible for the snacks division of North America. Pearce is on the board of directors of Rich Relevance and Ooma and also on the advisory boards of Technorati Media, Virtual Fan Network and several other firms in the area of digital marketing.

Pearce has an MBA from Cornell University and a B.A. in economics from Syracuse University.

David Reibstein

David Reibstein

William S. Woodside Professor and Professor of Marketing / The Wharton School, University of Pennsylvania

Professor David J. Reibstein’s research focuses on competitive marketing strategies, marketing metrics, and product line decisions, among other issues. Most recently, Professor Reibstein’s research on competitive marketing strategies addresses competitors’ reactions to marketing actions, offering companies insight into ways to anticipate these reactions and use them as a part of strategizing. His marketing metrics work has focused on linking marketing metrics to financial consequences resulting in his most recent book, entitled Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd ed.

Professor Reibstein is the Immediate Past Chairman of the Board of Directors of the American Marketing Association. A former Executive Director of the Marketing Science Institute, he consults with companies worldwide, including Google, GE, Pfizer, Johnson & Johnson, IBM, HP, and others.

His research has been published in top-tier academic journals including Marketing Science, Journal of Marketing Research, and the International Journal of Research in Marketing. Professor Reibstein is also the author or co-author of numerous books and chapters in books on subjects including competitive marketing strategy, global branding, and marketing performance measurement, among others. He currently has his own radio show, “Measured Thoughts with Dave Reibstein” on SiriusXMRadio heard weekly.

Professor Reibstein received his PhD from Purdue University and his BS and BA degrees from the University of Kansas.

Contributions:

2016 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer
Rob Roy

Rob Roy

SVP, Head of eCommerce & Digital Revenue / Comcast

Rob Roy works as the Senior Vice President – Head of eCommerce and Digital Revenue for comcast.com and business.comcast.com. Responsible for the e-Commerce and Digital Revenue activities for the #1 cable company in the United States. In this role as Head of Digital Revenue he is responsible for the strategic vision, product development and sales across all digital channels for both residential & business, which serves more than 22 million customers and accounts.

From 2011 – 2015 Rob Roy worked as the Head of eCommerce and Digital Marketing for timewarnercable.com and twcc.com. Responsible for the eCommerce, self service and digital marketing activities for the #2 cable company in the United States. As Head of Digital Channels he is responsible for the eCommerce strategy & vision, growth strategy, product development, sales and marketing across all digital channels for the residential businesses, which serves more than 14 million customers.

Prior to Time Warner Cable, Mr. Roy served as the Divisional Vice President of a Sears Holding Corporation start-up that focused on providing geo-located products and services delivered same-day or on scheduled times to the customer. As lead executive, he led and managed a team of 150 overseeing all functional operational business areas of the company including sales, merchandising, marketing, product management, IT, advertising and communications. Mr. Roy also served in various leadership positions within the online division of Circuit City Category Management, Business Development, Marketing and Promotions.

Mr. Roy is a graduate of James Madison University, where he earned a bachelor’s degree in Business Administration and Management.

Contributions:

2015 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer
Tyrrell J. Schmidt

Tyrrell J. Schmidt

Vice President, Marketing / TD Bank Group

Tyrrell joined TD Bank based in Toronto, Ontario, in April of 2015, where she is currently responsible for managing TD’s brand globally including setting and executing the brand strategy for the #1 Brand in Canada. She also leads the Bank’s global sponsorship strategy as well as advertising, media, experiential marketing, merchandising, and the in-house ad agency in Canada.

Prior to joining TD, Tyrrell spent 9 years at Cigna, a global healthcare company, where she most recently led global segment strategy and marketing across 15 markets in the US, Asia-Pacific, Europe and the Middle East. Prior to this role, Tyrrell was Cigna’s International Chief Marketing Officer. She has also held numerous roles in marketing and general management at Standard Chartered Bank and Discover Card where she was part of the launch teams in both the US and UK.

Tyrrell has lived and worked abroad for a total of 12 years in London, Hong Kong, and Singapore. With grown children, she currently resides in Canada with her husband, is an avid runner, and board member of Achilles International. She is a graduate of Northwestern University where she received an M.S. in Advertising and Arizona State University where she obtained a B.S. in Marketing.

Contributions:

2016 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer
Roger Tye

Roger Tye

Senior Director, Marketing / Allstate

As Senior Director of Consumer Engagement within Allstate’s marketing organization, Roger Tye is charged with leading the mobile, web engagement, social and online sales/service teams as they use emerging digital capabilities to strengthen relationships with customers, help Allstate agencies enhance their digital presence and connect with consumers where, when and how they choose. Before joining Allstate in 2010, Roger held a number of communications, digital marketing and branding roles during his 20+ year marketing career. In addition to working as a consultant for entrepreneurial start-ups, Roger has held marketing and leadership roles at SBC-Ameritech, W.W. Grainger, Celsis International, and EggFusion. Roger holds an MS in Integrated Marketing Communications from Northwestern University and a Bachelor of Arts in Journalism from Indiana University. Roger is also an advertising instructor at Dominican University.

Contributions:

2016 Planning Report: Evolving Strategic and Financial Plans for the Always-On Consumer
Bob Wasserman

Bob Wasserman

Senior Vice President, E-Business/Allstate

As Senior Vice President – Marketing, Bob’s responsibilities include leading Digital (including ebusiness/ecommerce, mobile and social media), Direct Marketing and Field Marketing functions for Allstate. In this role, Bob works with business leaders across Allstate to develop and deploy new capabilities and programs to better engage consumers, help customers, generate revenue and support employees and Allstate Agents.

Bob joined Allstate in July, 2009, and his background includes over 30 years of experience in sales, marketing, Internet commerce and operations across a variety of industries.

Before joining Allstate, Bob was Executive Vice President, Sales, Marketing and Operations, for Rewards Network, Inc., in Chicago. There he led business-to-consumer and business-to-business marketing strategies and launched new web capabilities serving some 10,000 firms and 3 million customers that resulted in improved productivity, stronger consumer engagement and increased profitability.

Prior to joining Rewards Network, Bob held senior roles at a number of companies, including Vice-President – Marketing at Ameritech Corporation and Vice President – Internet Commerce at W.W. Grainger, Inc.

Bob received his bachelor’s degree in business administration from the University of Michigan.

Contributions:

Omni-channel, Consumer-Centricity and Established Brands: A Roundtable Discussion
Tony Wells

Tony Wells

Senior Vice President, Marketing / North America Schneider Electric

Tony Wells is Senior Vice President, Marketing for Schneider Electric’s North American market. He is responsible for promoting and protecting the Schneider Electric brand as well as overseeing marketing communications, corporate communications, demand generation and brand marketing. Schneider Electric, through its 180,000 employees, serves as the global leader in energy management, energy efficiency and sustainability.

Prior to joining Schneider Electric, Tony was Senior Vice President and Chief Marketing Officer for ADT Security, where he was part of the senior management team that led a success IPO and spinoff from Tyco. At ADT he was responsible for brand management, corporate communications, pricing, product marketing and consumer marketing. ADT is the industry leader in home and business security and automation.

Prior to ADT, Tony was Executive Vice President and Chief Marketing Officer for 24 Hour Fitness. 24 Hour Fitness is one of the leading innovators in the health and fitness industry, and Tony was part of the team that transformed the brand around key initiatives, including e-commerce, social media and customer engagement, which helped yield double-digit growth for the company.

Tony’s career has spanned the automotive, financial services, and retail industries, where he has worked on both the client and agency sides. He has built highly successful dealer, partner, tenant and customer programs at Nissan North America, Interpublic Group of Companies (IPG), The Mills Corporation, Clear Channel, and Visa USA. Tony is an industry leader in marketing companies with a subscriber-based business model and authorized dealer channels.

Tony served as an infantry officer in the U.S. Marine Corps from 1986 to 1991. He graduated from the United States Naval Academy in Annapolis, Maryland with a Bachelor of Science degree. He also earned a management certificate from Johns Hopkins University in Baltimore, Maryland.

news

News

Marketing Charts Includes 2016 Planning Report in Friday Research Wrap

Marketing Charts notes findings from the 2016 Planning Report in its Friday Research Wrap, including the numbers on accountable budgeting and the focus on Millennials as a target segment.

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CMO.com Looks at 2016 Planning Report

CMO.com covers the 2016 Planning Report, noting that this year's report now includes examination of how marketers are working with internal technology partners.

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Bulldog Reporter Highlights Challenges Marketers Face in Delivering Highly Accountable Budgets, as Revealed in the 2016 Planning Report

Bulldog Reporter covers the difficulty in proving ROI in marketing budgets and the level of collaboration between CMOs and IT executives, as measured in the Leapfrog Marketing Institute's 2016 Planning Report.

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events

Events

2015 CMO Insights Symposium: Elevating the Consumer Experience

2015 CMO Insights Symposium: Elevating the Consumer Experience

The CMO Insights Symposium invited the country’s premier marketing executives, analysts and professors to share ideas and examples on how to transform their teams, investments and organizations to deliver consumer experiences that grow their brands.

This event for senior-level marketing executives was organized by The Leapfrog Marketing Institute. The Institute publishes white papers and research reports, and also hosts conferences, workshops, and roundtables for CMOs and industry influencers.

(more…)

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related-events

Related Events

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