Simon Foster MarketingIQ, Marketing and Data Science, Media Effectiveness

I am an independent marketing and media measurement consultant and principal of MarketingIQ.

I use data-driven marketing science to help advertisers significantly improve marketing effectiveness and efficiency.

My independent status allows me to show you give you an impartial view of your marketing performance and identify options to help you improve your marketing performance significantly.

I offer extensive experience to support this, having worked at multiple market-leading agencies and media companies including CACI, Channel Four,  Ogilvy (WPP), Mindshare (WPP) as a Managing Partner, Initiative (Interpublic), where I was a main board director, mSix (WPP), and PHD (Omnicom) where I was also on the main board with responsibility for the whole agency’s analytics output.

Awards: In the last four years my team has won three MediaWeek Awards (a gold and two silvers) for Best use of Econometrics, and a Silver for Best Use of Data and a Special Award for Attribution in the 2019 WARC global Best use of Data awards. I was elected a Campaign 40 over 40 winner in 2021.

Technical: From a technical point of view, I use R for all modelling and have undertaken extensive R courses including: Tree Based Models in R, Visualising spatial data in R, Analysing Social Media data in R, Time-Series analysis in R, Correlation and Regression in R, Data Manipulations with dplyr, Multiple and Logistic Regression R, Intermediate R and Modelling with Data in the Tidyverse.

Client Experience: My marketing science and MMM client experience is extensive and includes:

  • BT (Business planning)
  • David Lloyd Leisure (Business planning)
  • Department for Work and Pensions (UK Government)
  • Discovery Channel (MMM, across EMEA)
  • The Economist (Business planning)
  • Electronic Arts (EA Games, Apex, FIFA, Sims, Madden etc)
  • First Direct (MMM, Customer analytics)
  • Hawkstone Lager (Customer analytics, RFV, MMM)
  • KAYAK (Media experiments and analytics)
  • London Business School (MMM)
  • NewsUK (The Times and Times Radio) (MMM)
  • Nutmeg (Business planning)
  • O2 (MMM, attribution)
  • Purplebricks (Business analytics and planning)
  • Riviera Travel (MMM)
  • TalkTalk (MMM)
  • Tate & Lyle (MMM)
  • Virgin Money (MMM)
  • Virgin Wines (Business Planning)
  • Whirlpool (MMM)

I use these pages to share knowledge and skills with people who might be interested. If you want to follow me on LinkedIn you can find me here.

Enjoy!  Simon.