John Cripps

John Cripps, Ph.D., serves as the Senior Vice President of Decision Science at EDO, Inc., focusing on the development of innovative methodologies for TV ad efficacy measurement. With a diverse background, John also functions as an External Advisor with Bain & Company, a Research Fellow at LinkedIn's B2B Institute, and an advisor for the IPA Share of Search ThinkTank. Previously, John played a pivotal role at Kantar, where Balanced Attribution® was developed, and led the company Marketing Decision Science, pioneering analytical tools for marketing measurement. Educational credentials include a Ph.D. in Marketing & Statistics from UCLA Anderson School of Management and an MBA from Schulich School of Business, complemented by teaching experience at London Business School.