ANALYTICS EXPERT CESAR BREA REJOINS BAIN & COMPANY IN THE FIRM’S ADVANCED ANALYTICS PRACTICE

New York — February 16, 2017 — Bain & Company, the global business and management consultancy, has named Cesar A. Brea to a partner role in the firm’s global Advanced Analytics Practice, where he will focus on marketing applications. Brea will be based in the firm’s Boston office.

Demand for expertise in advanced analytics across nearly every industry sector has increased in recent years as companies begin to understand the strategic business benefits of this capability. Despite this, according to Bain’s experience and research, only about 4 percent of companies have the right tools, people and expertise in place to fully capture the value of big data and capitalize on the opportunities it offers. Consequently, advanced analytics is a firm-wide priority at Bain, which has since its inception sought to bring the most innovative analytic capabilities to clients in service of breakthrough results. Bain takes a distinct approach to big data and analytics, viewing them as much more than technology initiatives, but as core business practices. In addition to providing technical expertise and delivering results, the firm’s collaborative approach to advanced analytics is focused on building sustainable talent and technical capabilities.

In his role, Brea will work with new and existing Bain clients across a range of industries to mine data and generate insights that enable better decisions and create lasting value. Brea’s areas of expertise include: advanced media mix optimization; improving focus and accountability for programs and campaigns; designing and executing test-and-learn programs; digital channel innovation; marketing data strategy and platform implementation; and building and running marketing analytics teams.

“We’re thrilled to have Cesar on the team,” said Chris Brahm, the head of Bain’s global Advanced Analytics Practice. “He has invaluable experience helping CEOs and CMOs make better use of data to improve their marketing performance and build associated capabilities. His skill set will be an asset to both the firm and our clients.”

“I’m delighted to return to Bain and to work again with so many friends and colleagues,” said Brea. “Emphasizing analytics as a means to generating results is a common value for the firm.”

Brea returns to Bain having previously worked in the firm’s Technology Practice. Over the last decade, he founded and ran Force Five Partners, a marketing analytics consulting firm serving CMOs at large multi-channel advertisers across multiple industries, including financial services, retail, pharmaceuticals, education and media. Additionally, he helped build and sell two internet software firms, and was SVP for sales and marketing at Razorfish, the global digital advertising agency. He was also the practice leader for another global consulting firm's digital media and marketing practice.

Brea is the author of two books on marketing analytics, Marketing and Sales Analytics (FT Press, 2014), and Pragmalytics: Practical Approaches to Marketing Analytics in the Digital Age (2013). Additionally, he is a frequent speaker on the topic of marketing analytics, and his perspectives have been widely published in major business media outlets.

Brea earned his MBA from Dartmouth's Amos Tuck School of Business, where he was named an Edward Tuck Scholar, and holds a bachelor’s degree with honors from Harvard College.

Editor’s note: For an interview or photograph with Cesar Brea, please contact Dan Pinkney via email: dan.pinkney@bain.com or (646) 562-8102.

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