Johnny (Jiezheng) Lu, is currently the head of big data analytical consulting team in Nielsen China. He provides business intelligence to 500 fortune companies and local giants by connecting data at all dimensions and unleashing the power of advanced analytics on them. It provides valuable suggestions to high level management team at clients with their decisions on company strategy, product development, operation efficiency, marketing efficiency and others. Johnny Lu has more than 10 years of experience over data integration and mathematical algorithm application in real businesses. Recently, he developed Multi-Touch Attribution (MTA) modeling which solves the problem that has troubled marketers for years, that is how to quantify the performance of each and single media touch point on consumer path to purchase, when multiple of them have interacted influence on the consumer’s decision to buy.
Prior to joining Nielsen China, Johnny Lu worked in Nielsen Chicago office focusing on developing customized models to measure the effectiveness of pricing, promotion, marketing campaigns and all other sales drivers for clients across a wide spectrum of categories to enhance the decision –making capabilities of clients.
Johnny Lu graduated from Fudan University with B.S. in Electronic Engineering, and he also holds master degree in Statistics and Operation Research from University of North Carolina at Chapel Hill.