Biographical Information

Anto Inigo

director, analytics, at Merkle

Anto Inigo is a director in Merkle’s analytics practice, with more than 12 years of experience in solving business problems across automotive, financial services, retail, CPG, and technology industries. In his current role, he is responsible for customer experience transformation, through analytics and strategy, for his portfolio of clients. Inigo is proficient at campaign design, test and measurement, audience segmentation, and targeting across various marketing channels in both direct and digital campaigns, influencing strategy to drive business value.

Articles for Anto Inigo

3 Ways Marketers Can Measure Program Value in 2021

It is more important than ever to show the ROI and value of your marketing programs, but standard metrics have often fallen short. Here are three key areas to focus on.