Sanjay Sharma is Managing Director of Applied Alliances in Accenture Digital and is global lead for Marketing Capability. He leads one of the biggest global capabilities in ‘data and analytics driven marketing’. He has 20+ years of experience in Marketing across multiple industries and geographies. In the past decade Sanjay has worked for a large number of leading global brands, consulting them in ‘Customer, Marketing & Sales’ and delivering significant improvement in return on marketing investment across the board. He supports clients in North America, India, APAC and UK. While he worked for all industries his most notable contribution has been for retail, telecom, CPG/FMCG, consumer electronics and financial services. Sanjay is a leading expert in marketing strategy, marketing mix & spend allocation, market research, demand forecasting, customer analytics and pricing & promotions. He has been a pioneer in applying state of the art quantitative approaches/methodologies for measuring the impact of marketing. In line with current changes in the operating environment, he is working on the development of a scalable methodology for Omnichannel /Multichannel marketing attribution and path to purchase analysis.