A self-described "social architect," David Lai came into the advertising industry 4+ years ago from healthcare management research and has been finding strategic ways to analyze, articulate and activate data for stronger business value ever since. At Carat USA, he oversees global research & insights on the GM business and is charged with spearheading portfolio targeting, managing primary research, building data warehouses, and pioneering GM's addressable TV practice. Outside of work, he is leading a new multiethnic church plant in the city of Detroit and chipping away at his MBA at the University of Michigan's Ross School of Business.