Karen Chisholm is Director, Analytics Transformation, for Pernod Ricard USA. Pernod Ricard is a global leader in wines and spirits, with such brands as Jameson and Absolut. In her role, Karen leads the marketing effectiveness for PRUSA, with a focus on accelerating key analytical programs and embedding learnings across marketing, finance and sales. Karen has extensive experience measuring marketing performance, from traditional MMM to machine learning to agent-based modeling in the CPG world with roles in Kraft Foods, Diageo and Accenture. She has a passion for leading digital transformations that deliver step-change in business performance.