Mike Sherman

Author, 52 Things We Wish Someone Had Told Us About Customer Analytics

Sydney

Mike has over 35 years of marketing, market research and CRM/big data experience. He helps clients address business opportunities through understanding end users’ needs, turning them into insight/data specifications and converting the output into clear, actionable results.

Mike recently published his first 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 the Asia-Pacific marketing practice and was a founder of the global CRM practice. Mike was also Global Head of Knowledge Management for Synovate (now Ipsos). At both 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 works globally. He has an MBA, High Distinction (Baker Scholar) from Harvard Business School and two Bachelor degrees, Magna Cum Laude, from the Wharton School and College, University of Pennsylvania.

Mike is a frequent speaker at conferences and has been published several times in the McKinsey Quarterly on marketing issues in developing and Asian markets. He is an avid traveller, having visited

over 140 countries.