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The Founder

Rick Watrall
Founder & Chief Principal, mlogics

One of the foremost experts on marketing and media analytics in the world, with an unmatched portfolio of expertise across over 40 years of working with hundreds of brands in all facets of data and analysis.

A distinguished industry visionary, innovator, and seasoned practitioner in advanced marketing, media, and business data and analytics. Renowned for excelling at every organizational level, including the Board and C-suite.

Deep expertise across CPG, retail, financial services, telecom, automotive, healthcare, pharma, and online services, with a global consulting portfolio spanning the US, Europe, Canada, South America, and Asia.

Conceived and architected two landmark AI-powered media platforms (blu. at Horizon, GOES at Goodway), unifying insights, planning, activation, and measurement, driving effectiveness for millions in ad spend across dozens of clients.
Built and led Horizon Media's data/analytics powerhouse from the ground up: managed 150+ professionals in data management and advanced analytics for the world's largest independent media agency.
Pioneered AI, predictive modeling, and MMM first-mover at Hudson River Group, kickstarting the MMM industry, setting the standard for excellence in the measurement space, and helped usher the concept of incrementality into optimizing marketing/media.
Partnered in two data/analytics startups: ImmediateFX, which defined "continuous analytics" via integrated platforms/applications, and MarketingNPV, pioneering dashboards/visualizations, as the premier innovator that authored marketing dashboard best practices.
Developed global analytic and insight playbooks for Coca-Cola's ongoing custom international studies, deployed in 60+ countries for continuous demand/brand tracking (the largest primary research studies ever fielded).
Created the first integrated marketing data/analytics platform for a top global brand (AT&T), predating modern integrated data marts and visualization use cases in sales, customer profitability, brand analyses, competitive analysis, forecasting and pricing.
Founding member of PwC's elite Computer Audit Group, a first of its kind to apply computer and data expertise to the auditing of key financial systems, revolutionizing accounting audits with technology expertise and scalable data integrity reviews.

Significant Business Transformation

Have delivered data-driven insights that have shaped C-suite level strategies and driven sustained business impact. Across hundreds of initiatives, work that has produced measurable value and informed key strategic and tactical decisions. The following examples illustrate the scale and significance of these results.

Sample Experience Driving Outcomes

Examples from work history prior to mlogics, illustrating the depth and scale of experience brought to every engagement.

Amazon
Analytics proved free shipping's superior ROI vs. advertising, reshaping e-commerce economics forever.
Starbucks
Pricing analysis disproved internal beliefs and overturned national practices, generating billions in incremental profit.
AutoZone
CEO called analyses their "single most important tool" and key to tripling stock price and sustained category leadership.
Walgreens
Promotional analysis proved their model was "Pharmacy + C-Store," fundamentally redirecting marketing spend to core strengths.
Liberty Mutual
Balanced brand vs. performance media through CLV-focused analytics, redefining profitable customer acquisition.
eBay
Revealed branded search's near-zero incrementality; confirmed with a geo-test and reallocated spend to higher-ROI channels.
Disney+
Neural networks forecasted total box office impact, coupling awareness with talent, genre, and pre-launch screening metrics.
Burger King
Quantified media impact on brand, traffic, and sales, connecting short and long-term dynamics in a unified framework.
Coca-Cola
Developed 3 GTM strategies deployed globally across 60+ countries using the most extensive primary research ever fielded.

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