Shana Latham controls the analytics operation at Polaris which includes managing the data and analytics team. Latham joined Polaris Marketing Research in 2004 as a Project Assistant. She has worked her way up the data/analytics ladder, developing along the way hands-on experience in every detailed aspect of questionnaire design and online survey programming, database management and SQL programming, data collection methodologies, data quality control, administering Polaris’ interactive, online data reporting and charting system (StatTrac®) and managing advanced statistical analysis techniques.

Latham specializes in quantitative research with a great deal of experience in customer satisfaction and loyalty tracking, brand research and new product research. In her 10 years at Polaris, she has lead the data team in research projects across many industries including telecommunications, financial services, hospitality, healthcare, retail and education. She has overseen the collection of data using online, telephone, mail and a combination of all three. She has lead the team in both design, programming and analyzing multivariate analysis such as multiple regression, factor, discriminate, conjoint, Max-Diff and perceptual mapping.

Latham has a bachelor’s degree in business from Georgia State University and a master’s of applied statistics from Kennesaw State University. Her M.S. capstone project focused on running multivariate analyses for a Polaris client that provided key insight and recommendations for the next waves of the project.