Team
Company Profile
CEO, Founder
Dr. Barrett has over 20 years of database marketing and business analytics experience in creating client focused business solutions that leverage state of the art data processing and analytics to generate key consumer insights and drive business process optimization. His teams develop database marketing and targeting strategies for clients across many industries including Cisco, NetApp, The Vitamin Shoppe, Slim-Fast, Chase Credit Cards, Royal Bank of Canada, Electronic Arts, Adobe, Iberostar Hotels and Resorts, Novartis, BMS, AstraZeneca, Comcast, DocuSign, NetApp, Palo Alto Networks, Elastic Search, and TimeWarner Cable-Business Class.
Certatude Solutions, formed in 2017, is the second company founded by Dr. Barrett. Certatude delivers database marketing and business analytics support to its clients leveraging cutting edge technologies including artificial intelligence, machine learning, and sophisticated data integration and standardization methodologies. Certatude develops and implements behavioral targeting algorithms and decision support systems based on credit bureau, automotive registration, demographic, sociographic, firmographic, and customer purchase behavior data. Dr. Barrett is an expert in the understanding and use of big data, AI, and ML in the B2B and B2C spaces to create target marketing and decision support systems and leveraging this information to drive marketing and business strategy.
Dr. Barrett founded Resonant Analytics in January 2010 and led that company in its use of big data and analytics to drive a deeper understanding of business fundamentals. In 2022 Dr. Barrett negotiated the acquisition of Resonant Analytics by NowVertical, Inc., a public company listed on the Toronto stock exchange. Dr. Barrett operated Resonant as a business unit within NowVertical, in addition to leading global integration across acquired NowVertical business units until 2024.
- Over 20 years database marketing and business analytics
- New business development and sales
- Artificial intelligence, machine learning, and neural networks development
- Big data and advanced analytics expertise
- Key clients include Adobe Systems, Novartis, The Vitamin Shoppe, Palo Alto Networks, NetApp, DocuSign, and Elastic Search
- Developing business strategy and marketing programs based on analytics and customer insights
Senior Data Analytics Engineer & Co-Founder, Certatude Solutions International
Mr. Vukadinovic has over 8 years of database marketing and business analytics experience in creating client focused business solutions that leverage state of the art data processing and analytics to generate key consumer insights and drive business process optimization. His portfolio spans multiple industries including technology giants Adobe and Palo Alto Networks, retail brands like The Vitamin Shoppe, pharmaceutical firms such as Abelson Taylor, and financial institutions including ING Bank Belgium, Bank of Valleta, and Addiko Bank Group.
Joining Certatude Solutions International in 2022 as Senior Data Analytics Engineer, Mr. Vukadinovic delivers sophisticated business intelligence solutions through cloud-based platforms and advanced visualization tools. His work transforms raw data into strategic assets by developing automated workflows, implementing robust ETL processes, and creating executive dashboards that drive measurable business results. Mr. Vukadinovic specializes in predictive modeling, cloud architecture optimization, and creating decision support systems that enhance marketing effectiveness and customer acquisition strategies.
Prior to Certatude, Mr. Vukadinovic led analytics as Data Analytics & Reporting Manager at Addiko Bank for over five years, where he developed comprehensive scorecards and predictive models that revolutionized the bank’s approach to credit risk management and customer targeting. His strategic approach to analytics transformed the bank’s credit risk management, customer targeting, and collections optimization, delivering measurable improvements in approval efficiency and portfolio performance.
Mr. Vukadinovic’s core expertise includes:
- Extensive database marketing and business analytics leadership
- Cloud infrastructure design and enterprise-scale implementation
- Predictive modeling and business intelligence solutions
- Advanced visualization and executive dashboard development
- Strategic client partnerships across banking, retail, pharmaceutical and technology sectors
- Proven success translating complex data into actionable business strategies
Data Analytics Consultant, and Co-Founder, Certatude Solutions International
Aleksandar Djuricic has over 17 years of data engineering, analytics, and enterprise data warehousing experience in creating client-focused business solutions that leverage advanced data architectures and analytics platforms to generate key business insights and drive strategic optimization. His work enables organizations to develop data-driven strategies for clients across multiple industries including Adobe, Palo Alto Networks, NetApp, Addiko Bank, the Serbian Electricity Distribution Company, and VSI.
At Certatude, Aleksandar provides architectural leadership on analytics projects, ensuring technical excellence and alignment with client strategy. He develops and implements scalable data architectures based on business requirements, technology capabilities, and performance optimization techniques. Aleksandar is an expert in the understanding and use of Big Data architecture, Data Warehousing, Business Intelligence, Predictive Analytics, and Oracle Cloud solutions, leveraging this information to drive technology and business strategy.
Aleksandar previously worked for other providers delivering complex data solutions for high-profile clients including Adobe and Palo Alto Networks, leading multi-vendor teams and successfully integrating machine learning components to enhance analytics capabilities. His experience also includes significant work with Oracle technologies, where he developed expertise in Oracle BI, OCI, DWH, and Predictive Analytics.
- Over 17 years of data engineering and analytics expertise
- Strong business acumen translating business needs into data strategies
- Deep technical expertise in Oracle, Python, Snowflake, Databricks, Informatica, and Power BI
- Industry experience across ERPs, banking, utilities, retail, and tech sectors
- Trusted advisor to enterprise clients such as Adobe, VSI, NetApp, and SBB
- Leadership of cross-functional teams across multiple geographies and industries
- Mentorship and coaching to develop junior engineering talent
Reporting and Modelling Expert
Mr. Vidakovic has over 8 years of database marketing and business analytics experience creating client-focused solutions that leverage artificial intelligence, machine learning, and advanced data processing to generate actionable consumer insights and drive measurable business results. His expertise spans behavioral targeting strategies, customer segmentation, and decision support systems across financial services, healthcare, telecommunications, and retail sectors.
Currently leading strategic consulting initiatives, Igor delivers sophisticated analytics solutions to Fortune 500 clients including Addiko Bank Group, National Bank of Serbia, and major telecommunications providers. He specializes in developing AI-driven customer acquisition models, predictive analytics for revenue optimization, and comprehensive ROI measurement frameworks that directly impact bottom-line performance.
From 2017 to 2021, as Corporate and SME Modeling Manager at Addiko Bank Group, Igor transformed data strategy across five countries, implementing market-leading IFRS9 compliance solutions and building predictive models that improved credit decisioning and reduced risk exposure by 30%. His work included developing industry’s first automated macro-economic assessment tools and creating standardized frameworks that enhanced operational efficiency across the organization.
Mr. Vidakovic’s portfolio includes developing cash flow forecasting systems for the telecommunications sector, creating customer lifetime value models for loyalty programs, and building ML-powered recommendation engines for retail clients. His approach combines technical excellence with business acumen, consistently delivering 15-20% improvements in customer acquisition costs and 25% increases in targeted campaign effectiveness.
Prior to executive roles, he held senior quantitative positions at Societe Generale Bank and Raiffeisen Bank, where he pioneered automated reporting systems and developed predictive models that became industry standards. His academic credentials include dual master’s degrees from the University of Novi Sad, supporting his unique ability to translate complex data science into strategic business advantage.
The candidate consistently drives revenue growth through data-driven strategies, delivering measurable ROI and competitive differentiation for clients across diverse industries.
Vice President business development & Marketing, Certatude Solutions, LLC
Mr. Apodaca has over 20 years of marketing and sales leadership experience in creating business solutions that leverage advanced data analytics to generate revenue opportunities and drive growth. His teams developed and delivered revenue impacting integrated strategies for global organizations including Zendesk, Adobe, WPP/Ogilvy/Grey, IBM, and Apple.
Certatude Solutions, where Andrew serves as Vice President of Business Development & Marketing, delivers revenue growth support leveraging marketing automation, CRM systems, and data integration. The company implements customer acquisition strategies and decision support systems based on advanced predictive and generative analytics, segmentation, and performance data. Andrew excels in aligning sales and marketing functions to create integrated approaches that deliver measurable business results.
Prior to joining Certatude, Andrew strengthened Revenue.io’s demand generation capabilities, where he implemented comprehensive funnel visibility systems that improved top-of-funnel performance by 40%. At Adobe, his strategic initiatives directly contributed to over $100M in attributable annual recurring revenue, while his work at Zendesk supported the company in attaining its initial $1B+ revenue goal.
- Over 20 years marketing and sales experience in B2B and B2C
- Go-to-market strategy and revenue growth
- Customer acquisition and pipeline development
- Data analytics and business intelligence
- Enterprise clients including technology leaders (Microsoft, Adobe, Hewlett Packard), telecommunications (AT&T, T-Mobile), and financial services (Providian Financial/Washington Mutual, Bank One/JP Morgan Chase) among others
- Transforming marketing operations into revenue-generating functions
Vice President, Business Development
Mr. Kaikini has over 30 years of experience in Professional Services – project / program management & business development. His strengths are implementing structured and process-oriented project management methodologies to ensure data accuracy and visibility of all project deliverables to key stakeholders. His passion is building and sustaining relationships and partnerships. This was evident when he founded and built a well-known technology company in the maritime logistics industry, was elected as an advisory Board of Trustees member for a publicly traded company and was a longtime Coach for the Special Olympics athletes.
Raj has a very analytical and data intensive background, all the way back when he earned his B.S. in Aerospace Engineering and an M.B.A. in MIS and Operations Research. He has held leadership positions in the quantitative market research area, designed graphic data visualization systems for detection of telecommunications network fraud & a stowage planning system to manage the location of shipping containers on cargo ships to maintain buoyancy, and designed several data warehouses.
Certatude Solutions, where Raj serves as the VP of Business Development, focuses on the development and incubation of professional services and consulting businesses in the marketing, digital, database, and analytics space across various industries. We provide management experience, working capital, and a place to get your business started and ultimately help you maximize your ROI. Raj’s career spans 5 industries, including being the Head of Engineering and Delivery for a premier Google Partner startup company.
Raj will focus on driving growth, building strategic partnerships, and providing consultation to customers on increasing their ROI.
- Over 30 years operations and business development experience in B2C
- Industry experience across Telecommunications, Transportation/Logistics, InsurTech/FinTech, Identity Management and Google Cloud Platform services.
- Expertise in Project/Program management (Professional Services)
- Founder of a technology firm specializing in building solutions for the Transportation and Logistics industry
- US Patent holder for a security apparatus that protects shipping ports against weapons of mass destruction threats
- Mentorship and coaching to develop professional services talent