I am an independent marketing and media measurement specialist and principal of MarketingIQ. I use data-driven marketing science to help advertisers measure, understand and significantly improve marketing effectiveness and efficiency. I build highly robust marketing and media mix models (MMM) and supporting tools to deliver these benefits.
I offer extensive real-world, agency-side data science experience, 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) where I was European and Global Head of Data Science, 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.