Methodologies and Services | Typical
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Summary of Experience || Published
Summary of Experience
Leo Sterk is a Principal at Wheaton Group. He has been a database
marketing professional since 1984, with positions in management
and database consulting organizations that have been on the cutting
edge of the transition of direct marketing techniques from the catalog
to the general marketing arena. Hallmark projects in Leo’s
- Two groundbreaking cluster analysis projects that revolutionized
the approach to niche marketing at a major U.S. retail organization
and at a very significant Canadian retail bank.
- Analysis of publications, seminars and services offered by
a major business-related association to uncover product affinities
among the offerings, resulting in a computer based application
that was leveraged by client personnel for data discovery.
- The conversion of an equipment rental business’s accounting-type
data to an integrated Marketing Database, in order to facilitate
the transformation of the client to a customer-oriented organization.
Before joining Wheaton Group in 2004, Leo held vice president positions
in Experian/Direct Marketing Technology, including head of Consulting,
and of Database Content.
Prior to Experian, Leo was a Vice President at Precision Marketing,
which pioneered the crossbreeding of strategic and tactical marketing
consulting with hands-on development and access of non-mainframe
Marketing Databases. The building and accessing of large scale,
transaction-driven Marketing Databases in the PC environment during
1987 to 1995 led to significant changes in expectations about the
role of data-driven decision making in modern marketing organizations.
Previously, Leo was a database marketing consultant at Kestnbaum
& Co., a firm that pioneered concepts such as lifetime value
and the standardization of direct marketing mathematics.
Leo holds an M.B.A. from The University of Chicago, and bachelors
and masters degrees from The University of Illinois-Urbana in the
field of urban planning. Many of his projects leverage his ability
to blend a sociological approach to the scientific method with quantitative/statistical
methodologies in order to solve business issues. Leo is also a member
of the editorial board of the Journal of Targeting, Measurement
and Analysis for Marketing (Henry Stuart Publications, London).