leads the Global Commercial Analytics for Kellogg Company. Oversees the design and technical road map for the Commercial Analytics (Marketing and Sales). Provides as needed the Science leadership and support for Analytics across Kellogg Company.

He is an active member of the marketing and statistical community representing the company’s best interests in associations like the ARF, AMA, and MASB.

Dr. Alcaraz studied economics at the Universidad Autónoma de Nuevo Leon in his native Mexico and in conjunction with ASU- W. P. Carey School of Business earned his B.S. in 1995. He then pursued his graduate education at the University of Cincinnati where he obtained an M.S., in 1998 and a Ph.D., in 2000 with specialties in Econometrics, Industrial Organization, and International Trade. He has worked as a consultant and on the client side (in the USA and Mexico) for over twenty years across multiple industries ranging from Academics, Government, Financial, Banking, Pharmaceuticals, Retail, and CPG. Specifically, he has worked on providing strategic and tactical solutions to marketing problems such as Big Data, CRM, MMM, ROI performance and understanding consumer’s choice and brand equity. Put Digital measurement on the map for The Hershey Company and one of his most recent successful achievements has been the development of an actionable analytical construct that enables the ROI measurement of Digital, Traditional Media, Pricing & Promotions.

Specialties: Big Data, Supply, Machine learning, HR, MMM (consumer, shopper insights, category management, sales, syndicated data), Forecasting, Pricing, Strategy, Digital and Brand PR ROI.