Erik Hanson

Erik Hanson is a versatile professional excelling as an Analyst and Product Manager, bridging the gap between engineering and business domains to develop software and data products.

His background as a former Software Engineer and Data Scientist equips him with the expertise to plan new products and lead product teams.

Notably, he created the Engagement Mapping conversion attribution model, a pioneering Multi-Touch Attribution (MTA) model, and holds several patents.

With Master's degrees in Computer Sciences, Math, and Business, Erik combines a diverse skill set to drive innovation in leveraging data for problem-solving, especially in areas with vast datasets related to user behavior and preferences.

Passionate about the transformative impact of Machine Learning on addressing big data challenges, he focuses on utilizing data to enhance user experiences and drive positive outcomes.

His professional endeavors largely revolve around empowering marketers to leverage data for customer insights and optimize marketing strategies, particularly in cross-channel marketing attribution and online-to-offline sales correlations through advanced data matching techniques.

Erik's expertise extends to enhancing display advertising products through in-depth data analysis of extensive log data, leading to valuable insights and improvements in areas such as online auctions, Behavioral Targeting, impression valuation, and campaign optimization.

He has a rich educational background, including MBA in Business from the University of Washington, MS in Computer Sciences, and MA in Mathematics from the University of Wisconsin-Madison, along with a BS with Honors in Computer Sciences, Mathematics, Physics, and Psychology.

Throughout his career, Erik has held key roles in renowned organizations like Cognitiv, Facebook, Ars Quanta, Ensighten, and Microsoft, driving data analytics, technical product management, and data science initiatives, and contributing to the advancement of display advertising solutions.

His functional expertise spans areas such as user understanding, reach prediction, forecasting, campaign optimization, and metrics evaluation within the dynamic landscape of display advertising to cater to the interests of publishers, advertisers, and users alike.