Rory Okoroafor

Rory Okoroafor is a Principal Marketing Scientist at Veridian Data Labs, where he leads a team dedicated to transforming raw data into actionable marketing intelligence. With over 14 years of experience, Rory specializes in predictive modeling, particularly in forecasting customer lifetime value (CLV) and untangling the complexities of multi-touch attribution. He holds an M.S. in Applied Statistics from Northwestern University, where his thesis focused on Bayesian methods for marketing mix modeling. Prior to joining Veridian, Rory was instrumental in building out the analytics capabilities at Stratagem Solutions, developing innovative frameworks for real-time campaign optimization that consistently delivered significant ROI improvements. His professional philosophy centers on the belief that robust data analysis is the bedrock of sustainable marketing growth, moving beyond vanity metrics to focus on true business impact. Readers can expect his articles to provide deep dives into statistical methodologies, practical applications of advanced analytics tools, and strategic insights for navigating the evolving landscape of digital marketing data. He is also the author of the acclaimed book, "The Algorithmic Customer: Unlocking Growth with Advanced Marketing Metrics."