Joshua Kowal brings more than 20 years of experience in marketing measurement, advanced analytics, and applied econometrics to MarketCast. He has spent his career helping leading brands turn measurement and analytics into better marketing decisions.
Kowal has advised many of the world’s largest marketers, including L’Oréal, PepsiCo, Mondelez, Levi’s, State Farm, and Visa, on marketing effectiveness optimization and experimental test-and-control approaches. His work has centered on solution consulting and applied research, including designing measurement frameworks, advising senior client teams, and translating complex analytics into clear, actionable insight.
Kowal joins MarketCast from Market Fusion Analytics (an iLink Digital company), where he helped shape the technical architecture for AI-powered analytics tools supporting marketing, pricing, and promotion decisions. He previously spent more than a decade at Nielsen in senior solution consulting and marketing science leadership roles, including Global Head of Solution Consulting for Nielsen’s marketing effectiveness optimization suite. In that role he built the consulting function and established best practices that were adopted across the organization.
Kowal has also led joint research initiatives with partners including Google, Meta, Snap, Pinterest, and Turner to advance measurement methods for emerging media, and he has contributed to industry studies on digital media measurement and aggregation bias. He is a frequent speaker at industry conferences, webinars, and universities, has worked with Forrester on emerging measurement trends, and has represented his firms at CES and global industry summits.
Kowal holds a Master of Science in Applied Economics (Econometrics) and a Bachelor of Science in Business Economics, Magna Cum Laude, from Marquette University.