2018 Winter Symposium Speaker Biographies

Bret Baker, Associate Director of Analytics, Merkle

Bret Baker has been in quantitative analytics for over 12 years in a variety of roles, starting his career as a consulting actuary before moving into marketing analytics within the pharmaceutical industry. During his career, Bret has focused on providing strategic business and marketing insights using data and predictive modeling as the backbone. Bret has worked within a number of industries outside healthcare as well, including Oil & Gas, Non-Profit, Finance and Mining/Exploration.

Bret has a BS in mathematics from Penn State University and an MBA in marketing from Villanova University and is also an Associate of the Society of Actuaries. Bret is also an adjunct professor at Villanova University in the management department.


Kanishka Chatterjee, Assistant Vice President, Genpact

Kanishka Chatterjee is an Assistant Vice President at Genpact with 12 years of experience in marketing and digital media analytics. He has spent the last 8 years focusing on how social media and digital marketing proactiveness helps transform ‘performance marketing’ across verticals – for both direct to consumer and B2B. He’s part of Genpact’s Digital Marketing and Emergent Channel Analytics practice and is an expert in digital marketing measurement, multichannel attribution, micro-segmentation & personalization, customer journey mapping (including patient pathways), omni channel campaign performance and strategic insight mining from social media.


Kent Groves, PhD, Vice President, Strategy, Health, Merkle

Kent Groves has been consulting in healthcare for more than 15 years in the areas of healthcare provider segmentation, brand channel integration, CRM, marketing analytics and direct-to-consumer. Kent is published extensively in a variety of journals including, Research in Social and Administrative Pharmacy, Formulary, the Journal of Clinical Pharmacy and Therapeutics, and the Journal of Database Marketing. Kent is recognized as an expert in the area of factors influencing physician prescribing, and was the author of the chapter on Prescribing Behavior in Social and Behavioral Aspects of Pharmaceutical Care, 2nd Edition, released in March, 2009.

Kent has worked with a number of clients in healthcare including Sanofi, Novartis, Pfizer, AstraZeneca, Genetech, Gilead, Merck, Abbvie and GSK.

Kent has a BS from the University of Guelph, an MS from the University of Saskatchewan, and a PhD in Pharmaceutical Strategy and Policy from Dalhousie University. His PhD dissertation focused on the influence of pharmaceutical marketing strategy on physician prescribing behavior, and he is currently an Adjunct/Assistant Professor — Clinical Pharmacy, James L Winkle College of Pharmacy, University of Cincinnati. Additionally, he was an Adjunct Professor, College of Pharmacy, Dalhousie University, in Halifax, Nova Scotia, was a former Professor of Marketing at Acadia University in Nova Scotia, and holds the designation of Chartered Chemist.


P.K. Kannan, Professor, University of Maryland, Robert H. Smith School of Business

P. K. Kannan is the Dean’s Chair in Marketing Science at the Robert H. Smith School of Business at the University of Maryland. His main research focus is on marketing modeling, applying statistical and econometric methods to marketing data. His current research stream focuses on attribution modeling, media mix modeling, new product/service development and customer relationship management (CRM).

He has received several grants from National Science Foundation (NSF), Mellon Foundation, SAIC, and PricewaterhouseCoopers for his work in this area and research papers have been published in Marketing Science, Management Science, Journal of Marketing Research, and Journal of Marketing. His research has also won the prestigious John Little Best Paper Award (2008) and the INFORMS Society for Marketing Science Practice Prize Award (2007). His research has also been selected as a finalist for the Paul Green Award twice (2008, 2014) and he has won the AMA/MSI Paul Root Award twice (2014, 2016).

Dr. Kannan is an Associate Editor for Journal of Marketing Research, and Journal of Marketing., a Senior Editor for International Journal of Research in Marketing and serves on the editorial boards of the Marketing Science, Journal of Service Research, and International Journal of Electronic Commerce. Dr. Kannan has served as the Chair for the American Marketing Association SIG on Marketing Research and is chairing the INFORMS Service Science section.

His teaching interests include marketing modeling, pricing, customer relationship management, and digital marketing. He has taught these courses in executive programs for Black & Decker, Home Depot, ARINC, McCormick, and Northrup Grumman. He has corporate experience with Tata Engineering and Ingersoll-Rand and has consulted for companies such as Frito-Lay, Pepsi Co, Giant Food, Black and Decker, SAIC, Fannie Mae, and IBM.


John Lin, Senior Vice President, Analytic Sciences, Epsilon Health

John is a Senior Vice President in the Analytic Consulting Group at Epsilon. He leads the analytic sciences practice that supports Epsilon’s Healthcare clients. He has over 25 years of experience in predictive modeling, targeting/segmentation, measurement and profiling with the most recent twelve years focused on consulting in the pharmaceutical industry. John specializes in the tactical implementation of statistical tools and techniques to maximize the efficiency of clients’ marketing efforts. His areas of expertise include big data, modeling techniques, experimental design and patient-level data (PLD) analyses.

John is a long-time member of PMSA and he is frequent speaker at various conferences including the 2011 PMSA Symposium. John has an M.S. from University of Mississippi in Mathematics and an M.S. and an A.B.D from University of Memphis in Applied Statistics.


Edward Magidenko, Associate Director, Axtria Inc.

Edward Magidenko is an associate director at Axtria with over 15 years of experience in marketing, marketing analytics, data-driven decisions and insights and modeling. He has specific expertise in campaign strategy and development, campaign management and deployment, strategic insights and stakeholder management across diverse consulting engagements in pharma, financial services and retail. At Axtria, he is leading marketing strategy within the Marketing Solutions group.


Shunmugam Mohan, Principal Consultant, Bayser

Shunmugam Mohan is fascinated with Specialty Pharma and is on his way to becoming an expert. Another of his interests is simulation and he recently developed an agent-based model in the urology field that forecasts sales while leveraging group practice dynamics. Shunmugam worked on several territory alignment projects and is always on the lookout for creative displays of multi-dimensional information. In the cardiovascular field, his recent contribution has been to build a potential assessment model of hospitals that incorporates geographic dynamics around the hospital. Prior to joining Bayser, Shunmugam worked in immune system modeling where he specialized in 3D texture analysis of multiple imaging modalities during his Masters in Electrical Engineering at the Ohio State University. He can be reached at (847) 679-8265 or This email address is being protected from spambots. You need JavaScript enabled to view it..


Piyush Mundhra, Region Head, Mu Sigma

With over 10 years of experience in the analytics industry, Piyush has a wide experience in sales & marketing analytics across B2B/B2C in Pharma, Retail, CPG, Technology, Life Sciences industries. With his deep expertise in analytical function, he has worked with many Fortune 500 companies and helped them to realize the value from analytics and deliver tangible business impact in various business functions In his extensive experience at Mu Sigma, Piyush has advised multiple clients on organizational design, charter and implementation roadmap for analytics & big data functions Piyush is a graduate in engineering from National Institute of Technology and a CFA from The CFA Institute. He is based out of Chicago, USA.


Eleanor Tipa, Vice President, Analytic Sciences, Epsilon Health

Eleanor is a Vice President in the Analytic Consulting Group at Epsilon. Eleanor has 20 years of experience in marketing analytics across various industries with special focus in the healthcare vertical. She specializes in the design, management, and execution of analytic projects that support the optimization of clients’ multichannel marketing campaigns. Her areas of expertise include the use of advanced statistical techniques in predictive modeling, segmentation and profiling, experimental design, and multichannel campaign performance measurement including media mix models and attribution models.

Eleanor holds a Ph.D. in Statistics from the Pennsylvania State University. Eleanor led a tutorial session on measuring social media marketing ROI at the 2016 Conference on Statistical Practice.


Gellert Toth, Senior Director - Advanced Analytics, Sanofi US


Gellert Toth has about 18 years of experience working in the pharmaceutical industry both in market research and in advanced analytics/marketing science. He currently leads the Advanced Analytics team responsible for analytics related to physicians, patients and managed care. Gellert held different roles at Sanofi and Genzyme (and earlier at the Sanofi-Bristol Myers Squibb alliance, marketing Plavix and Avapro-Avalide) over the past 11 years which included market research and various analytical roles. Earlier in his career, Gellert worked at various companies within the pharmaceutical and package goods industries.

Gellert has a Ph.D. in Health Sciences from the Seton Hall University School of Health and Medical Sciences. His academic journey was focused on behavioral sciences. He also has an MBA degree from Montclair State University. He is currently pursuing a Masters of Science degree in Predictive Analytics at Northwestern University.


Jean-Patrick Tsang, President, Bayser

Jean-Patrick Tsang is the Founder and President of Bayser, a Chicago-based consulting firm dedicated to pharmaceuticals sales and marketing. JP has worked on 250+ projects to date including ROI optimization, data strategy, and segmentation & targeting to mention just these. JP publishes and gives talks on a regular basis and runs one-day classes on various subjects related to data and analysis. In a previous life, JP deployed Artificial Intelligence to automate the design of payloads for satellites and was the adviser of two PhD Students. JP holds a Ph.D. in Artificial Intelligence from Grenoble University and an MBA from INSEAD in France. He was also the Recipient of the PMSA Lifetime Achievement Award in 2015. He can be reached at (847) 920-1000 or This email address is being protected from spambots. You need JavaScript enabled to view it..


Devesh Verma, Principal, Axtria Inc.

Devesh Verma is a principal at Axtria, Inc. He has over 18 years of diverse experience with brand marketing, technology, campaign enablement, data-driven decisions, data security and platforms built for reaching customers to deliver on customer engagement, business insights, advanced analytics and infrastructure capacity management across multiple domains. He leads Axtria's Marketing Solutions practice.


Andrew Walker, Engagement Manager, Mu Sigma

Andrew Walker has spent two years in the Life Sciences industry across several companies. Andrew's work has focused in advanced analytics and building analytical capabilities within organizations. He is a graduate in Applied Mathematics from the University of Washington and is based out of the Greater New York area.