< People

Zack Pike

VP/Data Strategy and Marketing Analytics

Zack scours mounds of data every day to uncover key insights and opportunities. He’s an experienced marketing analytics expert who masterfully designs long-term strategies that keep our clients several steps ahead of the curve.

Previously, Zack was director at Alight Analytics, where he provided marketing strategy and analytics leadership to executives in B2B and B2C organizations. He led a cross-functional strategic consulting team focused on developing innovative solutions to tough marketing data problems, which lead to better understanding and improvements in campaign effectiveness and efficiency.

Zack has vast experience designing margin-generating opportunities and the strategies to execute them, driving sound marketing decisions for companies in many different verticals.

Zack has vast experience designing margin-generating opportunities and the strategies to execute them.


Content from zack

Learn what every marketing leader should know, from big data and visualization software to industry benchmarks and metrics, and why what you know to be true may not be.

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The data you have at your fingertips may seem uninteresting at first glance, but can be extremely valuable. And combining different types of data sets can result in impactful results for your bottom line.

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Are you the debating the advantages of Amazon Redshift vs. Google BigQuery? At Callahan, we’re making the move from Redshift to BigQuery as we release our Intelligence Platform 2.0. Stick with us as we explain how this shift will greatly impact future marketing insights. We’re taking advantage of new technology that will allow us to…

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See a demo of our Intelligence Platform’s weather data integration with sales and marketing information, and how these aha insights drive business outcomes.

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Podcast

Five marketing analytics myths debunked

October 9, 2018

We’ve busted five common analytics myths that every marketing leader should be aware of.

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Step-by-step guide to hiring the right people for your data analytics team. Learn how to base your decisions on your organization’s needs rather than assumptions.

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Learn how to combine real-time data with valuable field insights to inform data-savvy, strategic marketing decisions for your stores and at the market-level.

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Learn the ways front-end analytics can empower you to build a smarter, more effective media planning strategy.

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Podcast

How to build an analytics team

August 14, 2018

To make decisions with data, you need an analytics team to manage and analyze it all. But what kind of people – and positions – do you need?

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Our Intelligence Platform is an analytics tool that focuses on business outcomes over marketing metrics and enables faster, smarter decision-making.

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In marketing, we have a real problem with messy data. There are thousands of systems, and nothing talks to each other. We explain how to deal with it.

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We’ve talked previously about tech stacks that can assist in analytics. This episode, we’re talking about if you’re building your own, what types of things you would need to build, and why technology alone is not the key to success.

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Podcast

How we organize messy data

June 18, 2018

In marketing, we have a real problem with messy data. There are thousands of systems, and nothing talks to each other. We explain how to deal with it.

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Podcast

Attribution modeling is bullsh*t

June 4, 2018

If you’ve ever worked with an attribution model, or are considering investing in an attribution model, we have some bold opinions and practical advice you should hear.

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See a demo of our Intelligence Platform and how we use it to store, organize and visualize data in order to uncover aha insights for smarter marketing strategies.

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It seems like data privacy has replaced data security as the big topic around data. Maybe it’s just Facebook getting in the news more often these days?

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What marketing data matters, what doesn’t, and how to know the difference. Hint: it’s about business goals, not typical marketing KPIs.

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Article

Making data work for you

February 8, 2018

What if I told you that most marketing organizations are still (even today) way behind the 8-ball with regards to data?

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Analytics and data are hot right now. Here are three emerging trends that are real opportunities for those of us who choose to capitalize on them.

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