Hi, I'm Simon and I am the Principal of MarketingIQ. I am an award-winning marketing and media measurement specialist with 25+ years experience in data and marketing science.
I am fascinated by marketing measurement and I offer deep expertise in areas like Marketing and Media Mix Modelling (MMM), media attribution, campaign results forecasting and customer and influencer analytics.
My measurement and analytics work is defined by one mission: helping advertisers measure, understand, and significantly improve marketing effectiveness through the rigorous application of marketing data science. I am a hands on practitioner; I take briefs, manage data collection, develop code, build models, run scenario forecasts and advise on media effectiveness issues.
I have a track record of working with well known advertisers and agencies both in the UK, regionally an globally.
Before founding MarketingIQ in June 2024, I held senior leadership and Main Board roles at the world’s most influential media networks including Interpublic, Omnicom and WPP.
My client MMM project experience includes Disney+, Electronic Arts, Nando's, News UK (The Times), Purplebricks, O2, TalkTalk, UK Government, Virgin Money, Whirlpool.
Awards: My teams have won multiple awards including three Campaign Media Week Awards for Econometrics (one Gold and two Silvers), a Media Week Gold for Integrated Media Planning, a WARC Global Best Use of Data award, and a WARC Special Prize for Attribution. I was elected a Campaign 40 over 40 winner in 2021 for my contribution to marketing data science.
Award-Winning Methodology
My approach isn’t just theoretical—it’s proven. In the four years prior to launching MarketingIQ, my teams secured three MediaWeek Awards (Gold and Silver) for Best Use of Econometrics, a WARC Global Silver for Best Use of Data, and a Special Award for Attribution.
I was also elected a Campaign 40 over 40 winner in 2021.
Technical Rigor
I believe that high-level strategy is only as good as the math behind it. I personally architect all modelling in R, utilizing a sophisticated stack of Time-Series analysis, Bayesian regression, and spatial data visualization. This "code-first" philosophy ensures every model I deliver is transparent, reproducible, and custom-fit to the client’s specific business challenges.
A Track Record of Growth
My client experience spans the global growth economy, from the UK Government (DWP) and blue-chip icons like BT, O2, and The Economist, to digital-first giants like Electronic Arts and disruptive brands like Hawkstone, Nutmeg, and Purplebricks.
At MarketingIQ, I combine this big-network rigor with boutique agility to provide the mathematical certainty that modern marketing demands.
Client Experience
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