A seasoned digital analytics professional who is passionate about realizing value from analytics program investment, Keith is a Marketing Science leader at Critical Mass where he develops and leads measurement strategy, implementation, reporting and optimization programs for some of their largest clients. His career spans Canada’s largest media publishers, Fortune 100 pharma, and global automotive and software businesses. He speaks both business and tech, develops elegant solutions for clients and 'swallowed the Excel CD,' according to colleagues. Keith is equally passionate about learning and is a long-standing guest lecturer about analytics at Sheridan College/University of Toronto (Mississauga). He has developed and delivered analytics training to clients, business stakeholders and tool end-users.