News and Events

in4mation insights appoints CTO

John Nicholson, PhD to oversee the Company’s tech development  

Needham, MA., October 2023 – in4mation insights LLC (i4i), a MA-based leading innovator in marketing performance measurement and optimization, announces the appointment of John Nicholson as the Company’s first Chief Technology Officer. This appointment exemplifies the Company’s ongoing commitment to develop transformational software tools that support and supplement the Company’s core competency in leading edge Marketing Mix Modeling (MMM) software and services.

Prior to this role, Nicholson served for three years as i4i’s Chief Data Scientist after having served for two years as the Company’s Director, Marketing Analytics.

John is a recognized expert in mathematical optimization and is experienced in probabilistic modeling. John has a PhD in Computational & Mathematical Engineering, with a focus on optimization, from The University of Iowa. John is also an alumnus of Galvanize, a data science immersive program focused on applying scientific method to business problems.

Most recently Nicholson was responsible for the full functional and technology development of i4i’s newest software tool, Optimetry™ which enables clients to dynamically query their underlying marketing performance measurement data models over the life of media campaigns.

The Company has provided highly impactful marketing mix modeling (MMM) solutions to large and medium sized advertisers for over 15 years, applying robust hierarchical Bayesian analytics to the increasingly complex world of media spending and marketing performance measurement.

With the introduction of Optimetry, i4i’s clients can now access their model data for “what if” scenario planning and adjust their marketing spend as market conditions or stakeholder objectives change, in order to ensure maximum return on investment.

Steve Cohen, Partner and Co-Founder of in4mation insights, said about Nicholson’s appointment: “We knew from his arrival at i4i that John was a special talent:  that rare blend of consummate data science acumen, software development expertise, and understanding of clients’ business challenges. His efforts have been a terrific complement to our MMM Bayesian modelers and analysts. He has built truly transformative software tools, like Optimetry, that allow i4i to deliver against client goals in media measurement and optimization with timely and cost-effective solutions. His leadership in this area will accelerate our growth in the future.”


About in4mation insights

in4mation insights, LLC is a marketing analytics company specializing in measuring the impact of media and fundamental business drivers on sales. The company’s innovative media and optimization models are driven by its deep expertise in Bayesian statistics. By engaging the company’s services, clients can confidently expect to allocate their marketing resources more effectively and grow their internal data analytics capabilities, ultimately leading to maximum, sustainable ROI, and sales growth.

Inquiries about i4i’s overall approach to marketing performance measurement and optimization and Optimetry specifically, can be directed to

To learn more visit


Media Contact:

Caroline Lewis

Marketing Director, in4mation insights