Roy Wollen

Roy Wollen is a distinguished marketing expert and lecturer at Northwestern University's Medill School in the Integrated Marketing Communications (IMC) Professional Program.12 With over 25 years of experience in the marketing industry, Wollen has established himself as a trusted advisor and consultant specializing in data-driven marketing and analytics.13

Professional Background

Roy Wollen currently serves as the president of Hansa Marketing Services, a position he has held since 2010.1 Under his leadership, the company has worked with prominent U.S. clients such as Keurig, Wyndham, Estee Lauder, and Coca-Cola, providing research-driven marketing activations.1

Career Highlights::

• Started as a media planner at Ogilvy & Mather, a global advertising agency
• Worked on the brand side with Bloomingdale's and Hewlett-Packard
• Spent 13 years at Experian, a leader in data analytics and consumer reporting
• Founded his own consulting company, which was later acquired by Hansa

Academic Contributions

At Northwestern University's Medill School, Wollen teaches courses in Digital Analytics and Marketing Metrics.24 His teaching philosophy emphasizes practical applications of digital analytics concepts, often providing students with real datasets to analyze.1 Wollen's approach focuses on teaching students not just how to analyze data, but also how to build recommendations and effectively communicate insights.1

Philosophy and Approach

Wollen's approach to marketing is characterized by:

1. Data-driven decision making
2. Customer-centric strategies
3. Emphasis on storytelling in analytics

He believes that "Analytics is more storytelling than math," highlighting the importance of effectively communicating data-driven insights.15

Education and Personal Development

Roy Wollen holds an MS in Integrated Marketing Communications from Medill, an experience he credits with changing his life and shaping his career.1 He was particularly inspired by Don Schultz, who encouraged him to take a scientific approach to advertising.1

Roy Wollen's LinkedIn username is indeed roywollen, where he continues to share his expertise and insights in the field of marketing and analytics.3