About Me

My name is Denis Hancock. “B” is my middle initial, which is included because of a long-time fascination with Johnny B. Goode has become fairly ubiquitous in how I present myself for no other reason than denishancock was already taken when I got my first email address.

I am the Director of Marketing Insight at nGenera, the company behind (among other things) Wikinomics: How Mass Collaboration Changes Everything. In our research program, we take a deep look at how social media is changing the way marketing – and businesses – need to operate.

I have two primary areas of interest right now. The first is what I’m calling “The incredibly shrinking marcom expense line.” In the simplest terms, it looks at ways that marketers can cut advertising spend while at least maintaining current impact. The second, which I’ve been working on for quite a while, is called “prosumerism: deriving business value from customer co-creation.” If you did a venn diagram of the two there would, of course be some overlap.

We have also done (or are doing) a wide variety of related projects. Notable examples include building brand communities (where we’ve worked with Sean Moffitt and Mathew Ingram extensively) to driving the Nexus of the marketing and IT (with Bruce Rogow) and the impact of Social Gaming on marketing (with my colleague Jeff Dechambeau).

Previously I have been a Senior Branding Analyst at Cara Operations, and a Financial Analyst at Gluskin Sheff + Associates (the latter as a co-op student many moons ago). My academic background is in economics. In 2008 I completed my MA in Economics from the University of Toronto. I also have a BA in Economics and Financial Management from Wilfrid Laurier University, and studied Transition Economics at the University of Amsterdam.

Easiest ways to reach me:

blog: just comment somewhere. I’ll probably see it.

email: denisbhancock @ (gmail) .com

twitter: denisbhancock