Growth · Measurement · Analytics
I measure what marketing actually does.
Ten years building growth and measurement functions inside some of the world's biggest media and retail brands - and now doing the same for clients through my own consultancy. Experimentation, marketing mix modelling, attribution, and the teams and infrastructure that make them stick.
About
Marketing spends the money. I prove what it's worth.
I've spent my career at the point where marketing meets data. The bulk of it was at DAZN, the global sports streaming service, as Global Head of Marketing Data - building the measurement, attribution and analytics capability behind marketing budgets across dozens of markets.
Before and around that, I built and led growth teams at Sky, the BBC and Marks & Spencer - including rebuilding M&S's experimentation platform from scratch and standing up an Experimentation Centre of Excellence spanning platform, engineering and decision science.
Today I run my own marketing, measurement and analytics consultancy, working with clients from iGaming to healthcare on experimentation, marketing mix modelling, attribution and data infrastructure.
- Working across
- UK · Europe · Americas
- Background
- Media, retail, streaming, iGaming
- Longest stint
- DAZN - Global Head of Marketing Data
- Currently
- Independent consultant & agency founder
What I do
Four ways I help teams grow with evidence.
Experimentation & CRO
Full experimentation programmes - platform, statistics and process. From fixing sample ratio mismatch to running hundreds of tests a year with a quality bar teams actually hit.
Marketing Mix Modelling & incrementality
Bayesian MMM, geo-lift and incrementality testing that tell you what each channel really returns - so budget decisions rest on causal evidence, not last-click folklore.
Attribution & marketing data infrastructure
Tagging, conversion APIs, server-side tracking, identity and the pipelines underneath. The unglamorous layer every other number depends on, done properly.
Fractional leadership & team building
Standing up growth and measurement functions: hiring the right analysts and engineers, setting the operating model, and leading the function until it runs without me.
Track record
Where the numbers come from.
Founder & Consultant - Independent agency
Marketing, measurement and analytics consultancy. Recent work spans marketing mix modelling for iGaming operators, digital product measurement in healthcare, and experimentation programmes for major UK e-commerce brands.
Global Head of Marketing Data - DAZN
Led marketing data globally for the sports streaming service: attribution, measurement and analytics behind acquisition spend across dozens of markets, from hyper-growth launch phases through to scaled operations.
Experimentation leadership - Marks & Spencer
Rebuilt the experimentation platform from scratch, resolving long-standing bucketing and sample ratio mismatch issues, and installed an Experimentation Centre of Excellence running 300+ experiments a year worth £70m+ in incremental revenue.
Growth teams - Sky & the BBC
Built and worked within growth functions at two of the UK's biggest media organisations, spanning audience growth, analytics and optimisation.
Contact
Got a measurement problem?
Whether it's a broken experimentation programme, a budget you can't justify, or a growth team that needs building - get in touch and tell me what you're trying to prove.
sam@testifize.co.ukLinkedIn ·