About Jesko
Jesko Perrey, leader of the global Brand & Marketing Spend Effectiveness group, helps clients make brands successful in today’s complex branding environment. He works in brand communications and architecture; segmentation and customer-relationship management; brand building and brand portfolio optimization; and marketing ROI programs.
Jesko is the author of many articles and essays in leading journals and compendiums on subjects such as branding, marketing ROI, and segmentation. He is the co-author of the book Power Brands: Measuring, Building, and Managing Brand Success, which helps clients keep up with the latest advances in brand management, including: a systematic study quantifying the bottom-line impact of creative advertising; a segmentation-based strategic platform to support brand management decisions; a set of concrete operational measures to implement brand strategy; and insights that help improve reach, cost, and quality in places of critical interaction with customers.
Video
“Retail marketing and branding” (video series), YouTube, April 2013
Published work
Big Data, Analytics and the Future of Marketing and Sales (eBook), Forbes, July 2013
“Five roles you need on your big data team,” Harvard Business Review, July 2013
“Three tips for using big data successfully,” The Economist, July 2013
“Marketing’s budget process is broken,” The Economist, June 2013
“Under the retail microscope: Seeing your customers for the first time,” Chief Marketing & Sales Officer Forum, May 2013
Retail Marketing and Branding: A definitive guide to maximizing ROI, Wiley, 2013
Power Brands: Measuring, Building and Managing Brand Success, Wiley, 2008
Education
- University of Münster DBA
- University of Biefeld MBA