Matt Kreider is Senior Director, Data at Rational, where he leads data strategy, infrastructure, and analytics. He oversees campaign measurement and reporting systems and the proprietary frameworks the firm uses to evaluate advertising performance across platforms for Pinpoint Targeting campaigns in healthcare, biotech, corporate, and advocacy.
Matt began his career in media and advertising sales, and spent nearly a decade in trade and professional associations before entering the agency space in 2022. From advertising analytics and circulation auditing to modernizing membership systems, Matt now drives data initiatives that strengthen business intelligence and analytics capabilities.
In 2021, Matt was among the first four graduates of Penn State’s Master’s in Marketing Analytics and Insights program, where he also earned a Graduate Certificate in Marketing Analytics. He holds a BSBA in Marketing from PennWest Clarion and an Executive Certificate in Data Strategy from UC Berkeley Haas.