Understand and optimise the impact of marketing spend of business performance 

What we do

We have invested significantly in recent years to develop an analytics platform that enables our award-winning analysts to handle more data and run more models than anyone else. This gives us scale, efficiency, depth, granularity and speed. But most importantly, it allows us to spend less time number-crunching and more time interpreting and translating data into concrete business recommendations. We use powerful, transparent models to solve real business challenges. 

Our analysts have genuine commercial acumen. They understand how business works and how a company’s investment plan relates to and drives profit and loss. They combine deep sector knowledge with our powerful analytics engine. Their advice is delivered to and heard in the C-suite. 

We use econometric modelling to identify the key drivers of business performance over the short-to-medium term, typically 3-6 months. We take time series data – of media, marketing, promotions; of seasonality, competitor activity, and macro-economic factors – to link causes to effects. 

Contact the Team

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Key People

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Nic Pietersma

Effectiveness Business Director, London

Nic is a Business Director at Ebiquity. Before joining the group in 2008 he worked as an analyst at Mediacom, as an economics lecturer at the University of Cape Town and as a parliamentary researcher. Nic’s mission today is to make marketing analytics more commercial, more credible, and more useful.

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Jonathan Fox

Head of Effectiveness, Sydney

With a degree in Mathematics and Economics, Jonathan originally joined Ebiquity’s London Analytics team in 2015, specialising in retail and FMCG. He moved to Ebiquity Australia to lead delivery of the AU$1m study on the payback of Australia’s advertising investment for ThinkTV, published in 2017.

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Caroline Kan

Head of Effectivenes, Paris

Caroline joined Ebiquity in 2017 to lead Ebiquity’s marketing performance optimisation work in France. She joined from Kellogg’s, where she developed expertise in retail as marketing effectiveness manager for Europe and latterly category manager for breakfast and snacking. She started her career at Ohal, building multi-sector econometric models for international businesses.

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Ian Fermor

Technical Director, Effectiveness, London

Ian Fermor is Technical Director within the Ebiquity Analytics practice. Ian has more than 25 years’ experience of Marketing Analytics. A specialist in the measurement of consumer response to promotions, pricing and all forms of marketing communications.