April 2, 2014
8:30 AM - 6:00 PM
The New York Times, 620 8th Ave., NYC
Event by invitation only. Limited space available.
In her newly created role at Momentum Worldwide, Elena Klau unites all agency talent across strategy, measurement and analytics as one seamless North American center of excellence – sharing insights and resources for the improvement of all client business, and for continued contributions to the agency’s business growth. Since joining Momentum in 2011, Elena has worked on clients including UPS and American Express to co-create and launch a range of proprietary tools in the fields of social media, experiential and sponsorship.
Joining Momentum in 2011 with 10+ years of market and academic research experience, Elena delivers qualitative and quantitative marketing research, and specializes in measurement and analytics across events, sponsorships, promotions and shopper marketing. She has a background in qualitative and quantitative marketing research, and specializes in measurement and analytics within the categories of sponsorships, events, promotions and shopper marketing.
Prior, at Kaleidoscope Sports and Entertainment, her clients encompassed numerous brands including General Motors, with whom she helped to develop a statistical software and analytics tool centered on analyzing and predicting the efficacy of their sponsorships. She has similarly helped other clients create measurement programs around their sponsorship investments including UPS and American Express by leveraging a proprietary tool at Momentum that she has helped to co-develop. She has gained wide-ranging experience in marketing research for B2C and B2B; strategy development; social media analytics; key performance indicator development; shopper marketing and exploratory data analysis.
In 2006 she joined the Gehrson Lehrman Group as an Analyst. She had previously commenced her research career as a Comparative Politics Ph.D. candidate at George Washington University in 2003, with an emphasis Quantitative Studies. In that capacity she analyzed large data sets in the field of comparative politics and public policy.
Elena is a prominent voice on how data ties to experience, with pieces on small data strategy and social behaviors published in Adweek and ADMAP.
A graduate of Dartmouth College, after studying International Relations & Quantitative Studies at George Washington University she achieved her M.A. In addition, she holds a M.B.A. in Marketing and Statistics from Columbia University.
SVP/Director of Strategy & Insights, NA