Douglas Wiggins

Douglas Wiggins is a Principal Strategist at Meridian Analytics, bringing 15 years of dedicated experience to the forefront of campaign performance evaluation. Holding an MBA with a specialization in Marketing Analytics from the Wharton School of the University of Pennsylvania, Douglas has a profound understanding of both the theoretical underpinnings and practical applications of data science in marketing. Her career began at BrandMetrics Group, where she honed her skills in data visualization and predictive modeling. Douglas's unique approach centers on a philosophy of 'actionable intelligence' – transforming raw data into clear, strategic directives. She is particularly adept at multi-touch attribution modeling, helping clients precisely understand the impact of each touchpoint in the customer journey and optimize cross-channel spend for maximum ROI. Her seminal work on the 'Halo Effect' in integrated campaigns, published in the Journal of Marketing Analytics, continues to be a reference point for industry professionals. Readers can expect her articles to provide rigorous, evidence-based methodologies, practical frameworks, and forward-thinking insights into navigating the complexities of modern marketing campaigns