About Us
Excellence through Innovation
Unlock Smarter Marketing Decisions with Data-Driven Insights
At our core, we help brands unlock smarter marketing decisions through the power of data. Our Marketing Mix Modeling (MMM) solutions are designed to uncover how each element of your marketing strategy, whether it’s TV, digital, print, pricing, or promotions, drives real business outcomes. By turning complex data into clear, actionable insights, we empower you to optimize spend, maximize ROI, and make confident, performance-driven decisions.
In today’s fast-paced, multi-channel environment, understanding what truly moves the needle is critical. Our MMM approach helps you cut through the noise by isolating the impact of each marketing activity, accounting for external influences like seasonality and competitive shifts. Whether you’re planning budgets, launching new campaigns, or evaluating promotional success, we give you the clarity to act decisively and the tools to stay ahead of the competition.
Unlock Smarter Marketing Decisions with Data-Driven Insights
At our core, we help brands unlock smarter marketing decisions through the power of data. Our Marketing Mix Modeling (MMM) solutions are designed to uncover how each element of your marketing strategy, whether it’s TV, digital, print, pricing, or promotions, drives real business outcomes. By turning complex data into clear, actionable insights, we empower you to optimize spend, maximize ROI, and make confident, performance-driven decisions.
In today’s fast-paced, multi-channel environment, understanding what truly moves the needle is critical. Our MMM approach helps you cut through the noise by isolating the impact of each marketing activity, accounting for external influences like seasonality and competitive shifts. Whether you’re planning budgets, launching new campaigns, or evaluating promotional success, we give you the clarity to act decisively and the tools to stay ahead of the competition.
Meet Vikas Mehrotra
Founder & CEO
Vikas Mehrotra brings over 25 years of leadership in data, analytics, insights, and technology, with a proven track record of innovation across retail, supply chain, telecommunications, and education. As the Founder and CEO of Virtue Analytics, Vikas is known for translating complex data into actionable strategies that accelerate growth and efficiency.
He has successfully led high-impact initiatives at leading organizations such as Deloitte and Albertsons, earning a reputation for strategic clarity, analytical excellence, and results-driven execution. His ability to align emerging technologies with business objectives continues to position Virtue Analytics at the forefront of data-enabled transformation.
Our Team
Vikas Mehrotra
Founder & CEO
Vikas Mehrotra, Founder and CEO of Virtue Analytics, brings over 25 years of leadership in data, analytics, and technology. With a track record of driving innovation across sectors like retail, supply chain, telecom, and education, he is known for turning complex data into strategic, results-oriented solutions. His prior leadership at firms like Deloitte and Albertsons reflects his strength in aligning technology with business impact, positioning Virtue Analytics as a leader in data-driven transformation.
Justin Petty
Senior Vice President
Justin Petty is a seasoned executive with over two decades of experience at the intersection of data science, marketing, and product innovation. Most recently serving as Senior Vice President of Media Solutions & Product Management at Circana, his leadership drove the development of advanced analytics and media products powered by AI/ML, enabling some of the world’s largest CPG and retail brands to engage customers more intelligently and effectively.
Diane Sutton
Strategic Advisor
Diane has spent two decades pioneering new approaches in data-informed, strategic marketing in higher ed. She has helped more than 500 leaders from institutions of all shapes and sizes across the country to distinguish their brands, attract and retain right-fit students, grow enrollments, deepen alumni engagement, and even shape and market new offerings.
Kanchan Chavan
Strategic Advisor
Kanchan is a globally experienced marketing and sales executive with over 20 years of leadership—spanning general management, strategy consulting, entrepreneurial ventures, and a Managing Partner role at Circana Growth Consulting, who has driven profitable growth for Fortune 500 consumer products and retail companies. He is deeply committed to mentoring high-performing teams and building strong stakeholder relationships to achieve impactful business outcomes.
Sahil Sahni
Strategic Advisor
Sahil Sahni brings over 20 years of leadership experience in scaling technology companies, with a focus on product management, growth, and operations. He has successfully led global teams of 100+ across Product, GTM, Customer Success, Strategy, and Business Operations. A former consultant at McKinsey, he specialized in M&A, Cloud, Strategy, Pricing, and Analytics. Sahil holds a Ph.D. from MIT and an engineering degree from IIT.
Susan Newman
Strategic Advisor
Susan Newman, Chief Education Officer at school2life, leads the Marketing & Branding Yourself course, required for all Business and Entrepreneurship majors at CCC. A personal branding and talent development expert, she brings 18 years of marketing experience with top organizations like Leo Burnett, Playboy Enterprises, Make-A-Wish Foundation, and brands such as Jose Cuervo and Smirnoff.
Kanchan Chavan
Strategic Advisor
Kanchan is a globally experienced marketing and sales executive with over 20 years of leadership—spanning general management, strategy consulting, entrepreneurial ventures, and a Managing Partner role at Circana Growth Consulting, who has driven profitable growth for Fortune 500 consumer products and retail companies. He is deeply committed to mentoring high-performing teams and building strong stakeholder relationships to achieve impactful business outcomes.
Sahil Sahni
Strategic Advisor
Sahil Sahni brings over 20 years of leadership experience in scaling technology companies, with a focus on product management, growth, and operations. He has successfully led global teams of 100+ across Product, GTM, Customer Success, Strategy, and Business Operations. A former consultant at McKinsey, he specialized in M&A, Cloud, Strategy, Pricing, and Analytics. Sahil holds a Ph.D. from MIT and an engineering degree from IIT.
Manas Misra
Senior Client Delivery Manager
Manas leads customer success at Virtue Analytics, serving as the Delivery Manager for a diverse portfolio of clients. With over a decade of experience in delivering data-driven solutions, he brings deep expertise across sectors including education, CPG, retail, supply chain, and finance. His work spans key areas such as marketing mix modeling, predictive analytics, forecasting, and business intelligence.
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