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Lance Serating has been in the technology industry since 1990, when they founded Lance Serating Associates, Inc. as a senior technology consultant. In 1999, they became a Project Manager at AIG, where they were responsible for orchestrating IT services and resources. In 2005, Lance moved to CBS Corporation as the Director of IT, where they managed a diverse technology portfolio in support of the enterprise functions for Showtime Networks Inc. In 2013, Lance became the President and CEO of Marketing Is Dead, where they had a first hand opportunity to see the decline in the effectiveness of traditional marketing. Finally, in 2015, Lance joined GMDH LLC as the President, where they created advanced software solutions which brought the power of the GMDH modeling and forecasting algorithms to non-mathematicians.

Lance Serating attended Stony Brook University from 1982 to 1985, studying Computer Science and Pre-Med. In April 2014, they obtained a HubSpot Certification from HubSpot.