With over 20 years of experience in market research and analytics, Trina has worked agency-side, client-side and vendor-side. Her passion is integrating data from a wide variety of sources, to understand a client’s business and tell the story of what is working and not working, and understand how to make it work even better. Using this approach, she developed and led the Analytics teams at both Mullen and Crispin Porter + Bogusky.
Trina loves data visualization and has a passion for social media data, word of mouth data, brand equity data, advertising and media investments, web traffic data, competitive data, and sales and other business data. Not only does she like data provided by others, she has a passion for collecting her own data via custom quantitative research. And, she is constantly on the search for new data sources. She frequently integrates this data on interactive dashboards and via marketing mix models, in order to help clients better understand how to optimize their businesses.
She has worked in many verticals, including consumer package goods, durables, services, technology (mobile and software), biomedical, insurance, financial, and restaurants.
Over the years, her clients have included: Microsoft, MetLife, Old Navy, Best Buy, Kraft, Fidelity Investments, Nextel (now part of Sprint), Blue Cross Blue Shield of Massachusetts, LendingTree.com, XM Satellite Radio (now part of Sirius XM), United Airlines, and the Beef Industry Council.
Trina is a member of the American Marketing Association and Mensa. She has served as a Member Ambassador for The Advertising Research Foundation and has been on the Customer Advisory Board for Tableau Software.