About Foresight ROI, Inc.

Rick Abens, President of Foresight ROI, Inc. Formerly Director of Global Marketing Analytics, ConAgra Foods

Rick Abens has been helping companies improve marketing productivity with practical analytics for over 25 years. He is President of Foresight ROI, a marketing analytics consulting company. He previously served as Director of Global Marketing Analytics at ConAgra Foods, where he started a corporate marketing analytics function as part of ConAgra's quest to improve marketing productivity. Mr. Abens initiated a return on marketing investment process at ConAgra which forecasts and measures the ROI from marketing programs. This process has improved marketing returns 10% by identifying opportunities and underperforming investments.

He served in similar positions at Kraft Foods and Kellogg Company. In addition to his experience working for brand marketers, he spent half of his career with marketing analytic vendors (ACNielsen and Synovate). This career experience has given Rick a good perspective on how to do the analytics and how to apply it to improve business processes.

Mr. Abens serves the marketing industry on the board of the Marketing Accountability Standards Board and is Vice President of Research at the PMA, the association for integrated marketing. In these roles, he has advanced the industry's capabilities to measure the synergies from integrating marketing actions, measure the long-term impact from marketing and improve shopper marketing collaboration practices.