As president of the IRI Media Center of Excellence, Nishat Mehta works with the IRI CPG and Retail advertising and media agency client base to more effectively optimize return on media spending through unrivaled insight into the relationship between media interactions and consumer purchase behaviors.
Before joining IRI, Mehta led the customer communications team at 84.51º, where he helped leading grocery retailer, The Kroger Co., and its CPG brand partners create the most relevant and personalized communications with consumers to strengthen retail and brand interactions. Prior to leading this team, he served as the company’s head of brand media, leveraging the power of data and other retail assets to improve CPG brand advertising.
Prior to his roles at 84.51º, Mehta was responsible for developing strategic partnerships at dunnhumby Ltd, where he led the elevation of the company’s digital media measurement and targeting business, transforming the way CPG brands bought, sold and measured their media.
Mehta spent 15 years at MicroStrategy, a leading provider of sophisticated enterprise software platforms for business intelligence, mobile intelligence and social intelligence applications, helping companies of all types leverage data and insights to make better decisions . As vice president of social intelligence, Mehta drove the company’s initial foray into social analytics through the introduction of application-based solutions for mega retailers and brands to help them better understand consumer behavior on social networks, particularly Facebook. During his tenure, he also built MicroStrategy’s OEM partner program, securing more than 150 partnerships with major data software companies such as Oracle, Accenture and Kronos, allowing the company to expand into high-volume businesses.
Mehta graduated from Harvard University with a bachelor’s degree in applied mathematics and master’s degree in computer science. He resides with his wife and son in New York City.
Follow Nishat Mehta on Twitter at @nishatmehta.