Our Management Team
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Pat LaPointe
Managing Partner
At MarketingNPV, Pat LaPointe directs the development of client solutions for CMOs in the areas of skills, structure, processes, and tools to improve marketing measurement through greater alignment and accountability. His book Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments is a pioneering work on the topic of marketing dashboard development. Prior to launching MarketingNPV in 2003, Pat was an equity partner and senior vice president at Frequency Marketing Inc., a consulting and software company known for design and operation of large-scale customer retention and loyalty programs. Pat also directed the operation of a marketing department at Bell Atlantic (now Verizon), creating and implementing customer acquisition and development programs for both B2B and consumer markets. He started his career in advertising in the Y&R network and at Ketchum, where he managed large client portfolios in all aspects of marketing strategy and communications. Pat is an MBA graduate of Stern School at NYU and holds a B.Comm. from McGill University in Montreal.
Managing Partner
At MarketingNPV, Pat LaPointe directs the development of client solutions for CMOs in the areas of skills, structure, processes, and tools to improve marketing measurement through greater alignment and accountability. His book Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments is a pioneering work on the topic of marketing dashboard development. Prior to launching MarketingNPV in 2003, Pat was an equity partner and senior vice president at Frequency Marketing Inc., a consulting and software company known for design and operation of large-scale customer retention and loyalty programs. Pat also directed the operation of a marketing department at Bell Atlantic (now Verizon), creating and implementing customer acquisition and development programs for both B2B and consumer markets. He started his career in advertising in the Y&R network and at Ketchum, where he managed large client portfolios in all aspects of marketing strategy and communications. Pat is an MBA graduate of Stern School at NYU and holds a B.Comm. from McGill University in Montreal.
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Dave Reibstein
Managing Partner
Dave Reibstein's teaching, writing, and consulting work over the past 30 years marks him as one of the leading thinkers and contributors to the practice of marketing. He is currently the William Stewart Woodside Professor of Marketing at The Wharton School, where he has been teaching since 1980. He has received numerous teaching awards during his tenure at Wharton, and has held visiting appointments at Stanford University and INSEAD in France. From 1999-2001, Dave served as the executive director of the Marketing Science Institute (MSI), where he has been an academic trustee since 1996. In 2002, he co-founded and hosted "The CMO Summit," an invitation-only program (now held annually) for leading CMOs designed to address the most pressing issues facing marketers. Prior to joining MarketingNPV, Dave was managing director of CMO Partners, a marketing consultancy. He has authored numerous books, as well as dozens of articles in top marketing journals. Dave received both a BA and a BS from the University of Kansas and a Ph.D. from Purdue University.
Managing Partner
Dave Reibstein's teaching, writing, and consulting work over the past 30 years marks him as one of the leading thinkers and contributors to the practice of marketing. He is currently the William Stewart Woodside Professor of Marketing at The Wharton School, where he has been teaching since 1980. He has received numerous teaching awards during his tenure at Wharton, and has held visiting appointments at Stanford University and INSEAD in France. From 1999-2001, Dave served as the executive director of the Marketing Science Institute (MSI), where he has been an academic trustee since 1996. In 2002, he co-founded and hosted "The CMO Summit," an invitation-only program (now held annually) for leading CMOs designed to address the most pressing issues facing marketers. Prior to joining MarketingNPV, Dave was managing director of CMO Partners, a marketing consultancy. He has authored numerous books, as well as dozens of articles in top marketing journals. Dave received both a BA and a BS from the University of Kansas and a Ph.D. from Purdue University.
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Rick Watrall
Partner
With over twenty years of industry experience, Rick Watrall is best known for his extensive knowledge of marketing analysis and advanced analytics. His expertise covers both primary and secondary research, and includes marketing-mix modeling, ROI optimization, promotion evaluations, pricing studies, CRM analytics, business intelligence, data mining, forecasting, custom analyses, and measuring advertising effectiveness. Rick is one of the foremost practitioners of marketing-mix models, and has helped pioneer the use of this technique beyond packaged goods. He was the first to apply marketing-mix models commercially in a number of industries including telecommunications (AT&T), financial services (MasterCard, Visa, and Chase Manhattan Bank), retail (Godiva), entertainment (Walt Disney), Internet (Amazon.com, MSN), and automotive (Toyota, General Motors, and Magazine Publishers of America). Rick holds an MBA in marketing/finance with an undergraduate degree in business and computer science.
Partner
With over twenty years of industry experience, Rick Watrall is best known for his extensive knowledge of marketing analysis and advanced analytics. His expertise covers both primary and secondary research, and includes marketing-mix modeling, ROI optimization, promotion evaluations, pricing studies, CRM analytics, business intelligence, data mining, forecasting, custom analyses, and measuring advertising effectiveness. Rick is one of the foremost practitioners of marketing-mix models, and has helped pioneer the use of this technique beyond packaged goods. He was the first to apply marketing-mix models commercially in a number of industries including telecommunications (AT&T), financial services (MasterCard, Visa, and Chase Manhattan Bank), retail (Godiva), entertainment (Walt Disney), Internet (Amazon.com, MSN), and automotive (Toyota, General Motors, and Magazine Publishers of America). Rick holds an MBA in marketing/finance with an undergraduate degree in business and computer science.
