As an award-winning Fortune 50 marketing and advertising executive, Karen Ebben has more than 20 years of global analytics, research and consumer insights experience. Recently, she spearheaded a center of expertise for measuring the contributions of marketing to business KPIs. Ms. Ebben is a consultant specializing in improving marketing effectiveness and has provided her expertise to senior global brand leaders, advisory boards, startups and businesses seeking to restructure. Prior to establishing her practice, Karen was director of global advertising and marketing effectiveness for General Motors (GM), where she accelerated improvements in marketing effectiveness globally. While at GM, she led an enabling analytics function focused on competitive intelligence, predictive modeling and the development of optimization tools. Ms. Ebben helped create GM’s enterprise customer management function, piloted new digital initiatives and held leadership positions in advertising and marketing for both vehicle and corporate brands. Her many accomplishments have earned Cannes, AME, DMA and Effie recognition. Ms. Ebben’s experiences include sales, product planning and strategic business functions within General Motors, in the U.S. and abroad. Outside of GM, Karen is a Marketing Accountability Standards Board director, and has previously served on the advisory boards of Ehrenberg-Bass, MIT’s Center for Digital Business and the DMA.