Mike Sherman

Biography

Mike has over 35 years of marketing, CRM/Big data , and market research experience.  He helps clients address marketing opportunities through leveraging big consumer data and traditional market research.

Mike recently published his first (and last!) book, “52 Things We Wish Someone Had Told Us About Customer Analytics”, co-authored with his son Alex.  The book captures real life lessons learned over their careers, with a focus on practical applications of analytics that connect methodologies and processes to impactful outcomes.

Mike began his career at Procter & Gamble, where he managed both new and established brands.  Mike spent 17 years with McKinsey & Company; while there he created their Asia-Pacific marketing practice and founded their global CRM practice.  Mike was also Global Head of Knowledge Management for Synovate , where he lead efforts to improve the value clients obtain from research.  At SingTel and Hong Kong Telecom he set up  big data teams and drove the use of both customer data and customer research to help the business understand customer and customer data opportunities.

Mike has been based in Asia since 1997 and has supported work in almost every country in the Asia-Pacific region. Mike has extensive experience in the telecom, retail, financial services, consumer electronics and FMCG industries.

Mike has an MBA, High Distinction (Baker Scholar) from Harvard Business School and two Bachelors degrees, Magna Cum Laude, from the Wharton School and College, University of Pennsylvania.

Mike is a frequent speaker at conferences and published several times in the McKinsey Quarterly on marketing issues in developing and Asian markets.  He is the former Board Chair of AFS-USA, a leading high school foreign exchange organization and an avid traveler, having visited over 140 countries.