Elissa leads FMCG Direct’s Business Insights practice. She is an analytics specialist who focuses on the development and implementation of targeted marketing campaigns. She is also the gatekeeper for all of FMCG’s data assets – sourcing, evaluating, and assessing all the firm’s third party data. Through her work primarily with retail banking clients, Elissa has developed an expertise in market segmentation for both consumer and small business marketing programs – through utilizing predictive response modeling, building custom customer profitability scores, and developing strategies for prospect acquisition, customer cross-sell and retention targeting. Elissa graduated from UC Berkeley with a BA in Statistics and Film Studies.