Marc Sanford, PhD

Director, Customer Insight Group

I have been with Razorfish for more than four years and specialize in delivering custom analytics solutions to both internal and external clients. While the Customer Insight Group has many standard analytics and insights approaches to solving clients’ problems, sometimes these issues don’t fit neatly into these approaches.

I delight in working directly with clients, learning about their business challenges and designing business and analytics solutions. Examples of such innovation come from leading the development of the personalization offering within our agency, building a team of skilled folks to create the generational tag for tracing and measuring social behavior through the spread of social applications (patent pending), and partnering to help develop and implement the razorfishOPEN™ framework across several clients. During the past four years or so, I’ve worked with a wide range of clients including Microsoft, Best Buy, Levis, CLEAR, Disney and others.

Prior to joining Razorfish I received my PhD in Sociology from the University of Chicago and worked at the University of Maryland as an adjunct professor of sociology. My dissertation was a study of purchasing patterns of roughly 800,000 people over a two-year time period in the city of Chicago. I revealed unique patterns of similarity in consumption through cluster analysis, logit and probit regressions, adjacency analysis and other statistical and ethnographic techniques.

Outside of work I am a new father enjoying the special moments a new father has with his son, and learning to cope with less sleep. I enjoy watching the University of Washington Huskies and spending time with my wife. I also try to play bluegrass guitar when I am able to find some free time.