Thought Leaders: Michael Ellgass

Executive Vice President, Retail Marketing Solutions

Focus and Expertise:

  • Customer data platforms for addressable media
  • Closed loop measurement solutions
  • Integrated marketing strategies
About Michael Ellgass

Michael is a retail marketing expert within IRI’s Media Center of Excellence who works with IRI’s media and technology platform collaborators such as Google, Facebook and Pinterest. He also works with leading CPG retailers to build unparalleled end-to-end capabilities to drive personalization and performance optimization across the marketing process. From insights, to verified audiences, to measurement across sub-campaign elements, Michael works to bring the power of big data and superior methodology to drive growth.

Hot Topics
  • Develop comprehensive approaches to brand and shopper marketing - Whether companies are looking to build awareness or drive a purchase decision in store, those that take a holistic omnichannel approach are better able to maximize consumer engagement and, in turn, their marketing outcomes.
  • Real time measurement and optimization – Gaining insights during the first weeks of a campaign into what elements are driving results builds opportunities to drive optimization which creates a material impact on ROAS.

Thought Leadership



  • ARF SHOPPERxSCIENCE, Unlocking Omnichannel Growth with Unified Marketing Effectiveness, September 2018
  • WPP Global Retail Forum, Using Retailer Data to Bridge Brand and Performance Marketing, June 2018

Webinars and Videos