Esther Cahn

Esther Cahn is Vice President Strategy & Customer Growth at Exactag and an expert in marketing strategy, campaign planning, and marketing measurement. With more than 25 years of experience, she brings a rare perspective across agency, advertiser, and marketing technology environments.

Esther has a long-standing focus on Marketing Mix Modeling (MMM) and the integration of measurement approaches for more reliable decision-making. Her academic work includes a Master’s thesis on Marketing Mix Modeling (2014) and a subsequent research project at the Lucerne University of Applied Sciences and Arts (HSLU), conducted in cooperation with leading Swiss brands including Migros, Swisscom, Storck, and Hug (2016/2017). Her work explored how MMM and campaign measurement can be applied in real business contexts and translated into actionable marketing insights.
In 2022, Esther contributed to another applied research initiative at HSLU, focusing on the connection between campaign measurement and CRM within an integrated customer experience framework (“Integrated CX Management Cockpit”). Alongside her industry work, she teaches at HSLU on topics such as integrated performance analysis, marketing data usage, campaign controlling, and media planning.

At Exactag, Esther focuses on helping organizations combine Multi-Touch Attribution (MTA) and Marketing Mix Modeling to move beyond siloed reporting and build more robust marketing decision frameworks.