Jan Gollins - Co-founder & Principal

Jan Gollins is an internationally recognized marketing research executive with a track record of success in developing and applying advanced analytics, predictive models and business intelligence solutions for Consumer Packaged Goods industry, including a variety of management positions at Hershey Foods, RJ Reynolds, Information Resources, Inc. and The Nielsen Company. He currently teaches Advanced Marketing Research in The Charles H. Kellstadt Graduate School of Business at DePaul University in Chicago, IL.

Jan is known for pioneering and leading the development of many of the widely accepted analytical techniques used by CPG companies and retailers for analyzing electronic POS scanning and consumer household purchasing data to gain knowledge and market insights leading to corporate revenue growth. 

His expertise is in the area of advanced analytics and optimization models, business intelligence software solutions, consumer research including on-line advertising copy testing using streaming technology.  His international experience includes living in the UK and working extensively in Europe, Asia and South Africa.

John Totten Ph.D. - Co-founder & Principal

Dr. John Totten is a recognized thought leader in advanced analytics and predictive modeling.  His 40 year career in the Consumer Packaged Goods industry started at Procter & Gamble. He has held executive positions in research and development at Information Resources, Spectra Marketing and The Nielsen Company.

John pioneered the development of many of the analysis methods used to measure market performance and to evaluate the marketing mix elements of trade promotion, consumer promotion and advertising media for the purpose of allocating brand budgets for consumer packaged goods companies.   Recently he has developed methods for optimizing retail assortment within CPG categories, and is researching the uses of purchase data from loyalty marketing programs.

John and Martin Block Ph. D., Northwestern University, have finished a text book on the topic of Marketing Mix Models.  Their other text book, "Analyzing Sales Promotion", is in its 2nd edition and is used by many leading universities.  He has contributed chapters to “The Sales Managers Handbook” and to “The Marketing Managers Handbook”.  His current publication project with co-author Martin Block, is a handbook entitled, “Principles of Data Syndication.”

Tom VanAman – Principal

Mr. VanAman is a principal of Delta with over 25 years of extensive marketing experience within leading Consumer Packaged Goods companies and the world’s largest syndicated and consumer marketing research companies including Kraft, Kellogg’s, Allstate Insurance, Taylor Nelson Sofres – NFO and Information Resources, Inc.

Tom gained widespread experience with syndicated data and custom marketing research, CPG customer marketing, brand management and market segmentation, new product innovation and the development of improved marketing research tools, methodologies, and processes.

He lead the international and domestic start-ups as the division President of Information Resources, Inc. Europe introducing IRI’s suite of marketing research products.  His new products launches include: TNS’s Shopper 360, Leo J. Shapiro’s Customer Satisfaction IVR MinutePoll, IRI’s InfoScan, Kellogg’s Honey N’Nut Crispix and Kraft’s Velveeta Slices.

Our Business Philosophy

In an Information Age where “Canned Solutions” are the norm, we offer our customers a better alternative... the ability to get exactly what they need to manage their business.

Our partnership is founded on a simple philosophy... "To be your trusted advisor".

The Delta Team

The Delta Modelling roots date back to 1983 when Jan Gollins and John Totten, Ph.D. teamed up at Information Resouces, Inc. and began to change the future of predictive modeling in the CPG industry through the use of electronic POS data. 

Gollins & Totten pioneered the development of Marketing Response Models for price & promotion, couponing and advertising effectiveness, which set the stage and evolved into what is now the industry's gold standard for predictive modeling.