Matt Pereira

Matt Pereira, CEO & Co-Founder
Seurat Analytics

Matt Pereira entered the convenience store category after 20+ years in marketing, advertising, big tech, and data science. To Matt, the consumer behavior and retail analytics problems in the convenience category are some of the most fascinating in business – that’s what inspired him to make the leap. He co-founded Seurat Analytics with Laura Simon on a shared conviction: consumer habits can and do shift, but the hard part is proving which moves actually triggered it.

Matt’s turn to entrepreneurship follows a long run of intrapreneurial wins inside large companies.

At Procter & Gamble, leading North America MMM Strategy & Scale, he set common analytical standards across 88 brands spending over $1B in media, so teams stopped competing against each other for the same audiences. He pushed those teams toward long-term ROI and away from cheap media that reads well one quarter and badly the next. As a Brand Manager, he pioneered new methods for identifying how consumers navigate the tradeoff between appealing product benefits and unappealing prices.

At WebMD, he assembled cross-functional teams and brought rigorous data science to bear to create the world’s first geo-symptom-targeted media product. The ad unit, triggered by rising cold and flu incidence in a specific geography, became the highest revenue generator in company history, sponsored by brands like Lysol and Kleenex, of course!

At Google, Matt led a global Insights & Analytics team working with the company’s largest food and beverage advertisers, including Mars, Mondelez, and PepsiCo. He inspired his clients earned sufficient trust to co-create new go-to-market ad strategies, including the first campaigns to use dynamic ad personalization. These used Google’s identity signals to customize creative in a privacy-safe way and delivered 10%+ sales lift on normally low-consideration CPG products. He went on to build a cross-Google Ad Personalization Center of Excellence to guide the adoption of these methods across 40 brands and $50M of media investment across industry verticals.

He brings the same spirit of innovation to Seurat Analytics, applying causal impact analysis to help mid-market operators in convenience, QSR, car wash, and EV charging see which of their own strategic moves actually worked.

Matt is a member of Conexxus and active in NACS. He holds a BA from Harvard and an analytics degree from NYU, speaks Mandarin, and lives in the New York area. Reach him at mattp@seuratanalytics.com.