Michael Macri is currently Ford’s marketing sciences manager, responsible for understanding and analyzing consumer behavior. He focuses on understanding and quantifying Ford’s advertising investment and projecting the level of “demand creation” necessary to achieve a specific marketing objective; i.e.; sales volume/market share. The marketing return on investment solution his group created was mentioned in the March 2013 issue of the Harvard Business Review. In addition to marketing analytics, Mr. Macri has held media planning positions on the agency side throughout his career.