Byron Sharp - MarketingIQ

Brand fame; what it is, what it delivers and how to build it.

March 19, 2024By Simon FosterMarketing Effectiveness

Let’s take a closer look at why brand fame is such an important part of building brands In this POV originally written for mSix & Partners, I explore brand fame; what it is, what it delivers and how to build it. We are assisted by insight from some of advertising’s leading thinkers; Paul Feldwick, … Read More

Six pioneers of marketing effectiveness past and present

March 1, 2022By Simon FosterAdvertising Evaluation, General, Marketing Effectiveness, Media Evaluation

I recently wrote this piece for an m/SIX newsletter – it summarises the contribution of six people to the development of marketing effectiveness. SIX pioneers of marketing effectiveness past and present 1. Claude Hopkins, the copywriter who earned $2.7m per year selling Bissell vacuum cleaners We all talk about market effectiveness and marketing science, but … Read More

How do TVRs build media reach and frequency?

January 29, 2018By Simon FosterAdvertising Evaluation, DRTV Training, Media Buying, Media Planning, TV Media Planning Training No Comments

As we saw in the “what is a TVR” post a TVR is a percentage of a given target audience in a given geographic base. But is a TVR any more than that? Well, yes it is. A TVR is an important factor in calculating how media activity builds reach and frequency. Reach is the … Read More

I am an independent marketing and media effectiveness consultant, with an emphasis on delivering marketing science-based solutions to advertisers. My independent status allows me to show you “how it is” rather than “how it ought to be”.

I offer extensive experience to support this, having worked at multiple market-leading agencies and media companies including CACI, Channel Four, Initiative, Mindshare, mSix, Ogilvy and PHD.

Client Experience: You can see my client experience here.

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.

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, Intermedia R and Modelling with Data in the Tidyverse.

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.