Mitch McLachlan


Beckway Group


Director, Beckway Group. Formerly Director, Consumer Insights and Data Analytics at Shinola. In my spare time: sports data nerd. Previously: Walgreens and digital marketing and tech consulting for Roche, Abbott Laboratories, The American Bar Association and CERN, the European Organization for Nuclear Research.


  • Sports Analytics
  • Consumer Insights
  • Attribution Modeling


  • BA in Film and Video Studies, 2003

    University of Michigan





Recent Posts

Running Hugo Academic Theme Locally

I keep running into issues using my local machine as a dev environment for my site AND updating the Academic theme. Hopefully I've …

Improving Google Pagespeed Score with Hugo's Academic Theme

When I first migrated my personal site from Wordpress to Hugo one of my goals was to make the site fast. Because Hugo serves my pages …

How to Calculate Sportsbook Hold

I've been reading a lot of books about sports analytics lately. My current read is The Logic of Sports Betting by by Ed Miller and …

Using Your Google Search History for Content Inspiration

How to use your Google Search History to inspire your writing.

My First Sports Model, Part 1

Introducing: BasketballMitchster


IN PROGRESS: Understanding and Visualizing Data with Python

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Data Science Ethics

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Applied Machine Learning in Python

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Applied Plotting, Charting & Data Representation in Python

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Recent & Upcoming Talks

Customer Experience, Care, & Insight

How are brands measuring & improving customer excitement & satisfaction? How are they Improving responsiveness, efficiency and …

Implementing Analytics Practices

Shinola’s Unified Customer Record

Meaningful Digital & Mobile Engagement

Case studies and innovations beyond the fundamentals in mobile and other digital engagement methods, and the data that make it …




Beckway Group

Aug 2019 – Present

Director, Consumer Insights & Data Analytics


May 2018 – Aug 2019 Detroit, MI
  • Analyze behavior and CRM data to understand customer lifecycles and LTV.
  • Segment customers based on business requirements and design execution of segmented campaigns
  • Analyze sales channel and marketing data for attribution and ROI modeling

Digital Marketing Manager

Shinola and Filson

May 2015 – May 2018 Detroit, MI
Built Shinola's performance marketing program and team. Oversaw Filson's performance marketing program as a shared service

Email Marketing Manager


Jun 2014 – May 2015 Detroit, MI
Shinola's first Email Marketing Manager. Managed production, development, deployment, measurement and optimization of newsletter and triggered campaigns.

ecomm Traffic Coordinator


Mar 2014 – Jun 2014 Chicago, IL

Product Developer and Entrepreneur

Your Agency Inc

Apr 2013 – Mar 2014 Chicago, IL