Rafael Alcaraz

VP, Global Advanced Analytics, Digital Media, and Strategic Foresight
The Hershey Co.

Rafael Alcaraz is VP of global advanced analytics in the business insights group at The Hershey Co. He leads the global company's ROI accountability efforts to improve the efficiency and effectiveness of the marketing and sales spending budgets – media and trade. He also leads the global pricing and retail forecast applications and serves as an internal analytical consultant across research, category management, marketing, finance and sales divisions. In addition, Alcaraz is an active member of the marketing and statistical community representing the company’s best interests in associations such as the Advertising Research Foundation, American Marketing Association and Marketing Science Institute. 



Alcaraz studied economics at the Universidad Autónoma de Nuevo Leon in his native Mexico and in conjunction with Arizona State University, earned his BS in 1995. He then pursued his graduate education at the University of Cincinnati, where he obtained an MS in 1998 and a PhD in 2000 with specialties in econometrics, industrial organization and international trade.