John Cripps

Dr. John Cripps is a founding partner and president of Marketing Decision Science, Inc., and has more than 20 years of management consulting and industry experience in a wide range of industries, with a focus on applications of marketing science to strategic marketing decisions. His consulting and management experience spans B2B, software, technology, financial services & insurance, retailing, consumer products and media & entertainment.

• Dr. Cripps is a leading expert on the application of marketing science methods to strategic marketing problems including price and revenue optimization, and marketing spend measurement and optimization.
• Prior to Marketing Decision Science Dr. Cripps held several positions as corporate Vice President in charge of marketing science and decision analytics at Fair Isaac, Fireman’s Fund Insurance, and Esurance.com. In all three organizations Dr. Cripps built new marketing science and decision analytics functions from the ground up.
• Before this Dr. Cripps was a partner in the marketing science practice of Mercer Management Consulting where he led teams of consultants on engagements in financial services, insurance and telecommunications. Consulting engagements focused on strategic marketing / CRM issues supported by marketing science methods. His clients included Charles Schwab, Citibank, Chase Manhattan, Wells Fargo, Bank of America, Fireman’s Fund, Prudential, Merck, Blue Cross of California, SouthWest Bell, AT&T.
• Prior to this Dr Cripps was a professor of marketing at the London Business School in the UK, where he taught courses in marketing strategy and marketing science to MBA, Executive MBA and Ph.D. students. His research and articles have been published in academic journals including Journal of Consumer Research, Journal of Professional Pricing, Journal of Health Care Marketing, and American Banker. Dr. Cripps has also served on the editorial board of the Journal of Database Marketing.

• Ph.D. Marketing & Statistics, AGSM, UCLA, Los Angeles
• MBA Marketing, York University, Toronto
• BA Economics, York University, Toronto