Joseph Cox Fcim F Idm Email & Phone Number

Bristol, Gb

London, United Kingdom

Developed new neuromarketing practice, fusing AI and neuroscience to maximise creative effectiveness and measurability and embed neuroscience in campaign development, pre-testing and post-campaign analytics and so tie creative quality directly to ROIDeliver neuromarketing services to Merkle clients across advertising, CRM, CRO and webpage development to drive effectiveness of any marketing or CX stimulus across any touchpoint and integrating creative and effectiveness analyticsDeveloped new ecosystem-based measurement philosophy to measure and optimise the full, end-to-end impacts of Marketing across direct and indirect, short-term and long-term effects, helping to eradicate the false 'brand vs performance' dichotomyDesign and deliver neuromarketing and iMMO applications for existing and potential Merkle and dentsu clients

Bristol, England, United Kingdom

Helping leading brands make the most of their global brand and performance advertising investments through the application of advanced analytics and media best practice

London, England, United Kingdom

Member of ISBA's Insight and Effectiveness, Media Leaders and Data & ethics Steering Groups, developing advertiser best practice media strategy, measurement and insight practices and ethical marketing best practice for ISBA membersCase study into the Importance of Long-Term Marketing Effects from an advertiser / practitioner point of view

London, United Kingdom

Member of ISBA's Insight and Effectiveness Steering Group, developing advertiser best practice measurement and insight practices for ISBA membersMember of the UKOM (UK Online Measurement) Technical Board, driving best practice measurement and standards in digital media

Bristol, England, United Kingdom

Econometric and advanced analytics leadership in Brands & MarketingLong-range strategic, annual and in-year media optimisationMedia auditing, implementing best practice to drive efficiency and effectiveness gains in sales performance and brand health in B2C/B2BMarketing investment business casesKPI optimisation, setting and forecasting including agency PRF development and implementationDevelopment of advanced analytical techniques,e.g. Sponsorship and Loyalty Programme valuationsLeadership of Strategic R&D Programme including BAU test management (approvals, planning and control)Informed Consent Steering Group and lead for Marketing GDPR Compliance / ad fraud areas in the O2 / Conscious Advertising Network partnershipMedia auditing and Programmatic supply chain analysis (finance and data)Agency management and relationship building

London, United Kingdom

Transformed the capability to measure and optimise B2C / B2B media investment strategy and performance. Long-range strategic, annual and in-year media optimisation led to YoY net profit gains of over 14%Media auditing, implementing best practice resulting in efficiency gains of over £3m through Innovation and best practice iacross B2C/B2B and broadcast and addressable mediaSecured additional marketing investment from successful, commercially-based business casesTransformed and simplified the KPI structure to reflect new measurement capabilities and business priorities and focus on the metrics that matterImplemented Agile Econometrics and Brand Equity Modelling to provide analysis of marketing/ media, brand and non-marketing drivers of sales and traffic, explain brand dynamics and measure long-term impact of Marketing. Convergence of MMM and MTA for a fully attributed view of salesSuccessful development and implementation of a new approach to measure profitability of sponsorship investments (including asset rights, paid media and activation)Leadership of Strategic R&D Programme including test and learn and Performance HubBAU test management (approvals, planning and control)Membership of the Informed Consent Steering Group and lead for Marketing GDPR Compliance / ad fraud areas in the O2 / Conscious Advertising Network partnershipProgrammatic supply chain analysis including financial and consumer data flow mappingAgency management - selection and pitch processes, agency on-boarding and developing strong, mutually beneficial partnerships between internal stakeholders and agency partners

Bristol, Oxford, United Kingdom

Enabling global advertiser brands and media owners to increase their marketing effectiveness and ROI and demonstrate Marketing's impact on the bottom line by means of insights-driven optimisation of media strategy and advertising effectiveness.Use of Matched Panel Analysis, Market Mix Modelling to measure the impact of advertising on sales, combining these techniques with other effectiveness measurement such as Neuroscience and TVBE and with industry insights and thought leadership to provide actionable insights .Combination of consultancy and extensive client-side experience to maximise the value of Nielsen's insight to our clients and develop real client/agency partnershipsKey ResponsibilitiesLed the UK incremental sales measurement programmes (Matched Panel Analysis) for global digital media owners on behalf of their clientsSignificantly improved the Matched Panel Analysis including introducing Neurocience to the global MPA programme to complement sales analysis and broaden MPA's applicationImplemented Automated Media Effectiveness reporting solutions into major UK brandsThought leadership – increasing the knowledge base of the team with internal and industry best practice and latest thinking – e.g. on the role of spot length in advertising effectiveness, appraising creative effectiveness using principles from neuroscienceTeam Management of a team of Consultants and Senior ConsultantsStore catchment area modelling (SPECTRA) and marketing testing for major FMCG clientStrategic and tactical media spend optimisation across the full media mixConsulting into MMM projects, including validation of results and findings and diagnostic deep-dives e.g. into digital or OOH media effectiveness based on MMM results and neuroscienceIntegration of outputs from all Nielsen to enhance the breadth and actionability of insights and build long-lasting agency/client partnerships

Bristol, Großbritannien

Transformational role in the establishment of the new Lloyds Banking Group marketing effectiveness function recruiting most of the team and expanding its role from a reporting team to an internal centre of excellence through the introduction of new effectiveness measurement methodologies. These included Structured Media Evaluation in the UK and Germany, the use of neuroscience in campaign measurement and pre-testing and Nielsen TV and digital brand effectiveness analyses to deliver optimal campaign measurement including in-flight reporting of TV campaign effectiveness.Implementing neuroscience findings for a second and third cycle of a major campaign enabled a tripling of incremental sales from less than half of the media spend in the first cycle.Management of the development and the regular output (including quality control) of the internal econometric team. Led monthly sessions where marketing teams were debriefed and our recommendations were given. Developed long-term effects, brand outcomes modelling and measurement of their commercial value.Developed strategic budget forecasting, budget setting and KPI development. Led campaign planning inputs and tactical optimisation of media spend and strategic/tactical marketing spend optimisation. Developed brand outcome forecasting for the year given current plans and models to allow the in-year redistribution of spend to meet brand objectives and successfully led the reshaping of in-year spend to meet brand KPIs.Strategic level marketing forecasting and target setting, Advertising campaign outcome forecasting (including brand Awareness and Preference) and campaign level KPI setting.Development of the tracking of brand performance against core KPIs and forecasting of YE performance against target outcome.Media effectiveness and efficiency analyses and media auditing driving significant improvements including the move to lower media weights and reduced spot length with no discernible loss of outcome.

Bristol

Recruited and led Marketing Effectiveness, Campaign and Evaluation Teams measuring and improving performance from across the whole marketing mix Development of new Direct Marketing effectiveness platform including data-neutral control cells to deliver through-the-line and integrated evaluation capability and enable continuous improvementContinued leadership of the Advertising/Media Evaluation and Media Auditing programmes, developing new applications and challenging existing methods to increase the power of the insight e.g. measuring long-term advertising effects and challenging media overspending by proving that the last part of the TV spend drove little brand uplift.Integrated findings from all measurement techniques including media testing, econometrics and research/brand and ad tracking to deliver a single view of campaign effectiveness and set of recommendations for improvement.Led the Marketing Test & Learn strategy, planning, prioritisation and control - development of Strategic Test & Learn Programme for Brand, ATL and Direct Marketing EffectivenessDevelopment of an enhanced marketing spend optimiser capable of multi-year strategic Marketing, annual and campaign-level budget optimisation across the whole marketing mix. Expanded the planning consultancy role of the team at all stages of the process to deliver increased effectiveness and efficiency gains. Developed and led quarterly optimisation workshops with campaign teams and the media agency and provided ongoing consultancy. This programme also enabled me to secure a budget increase for marketing at a time of significant cost cutting elsewhere in the business. Developed brand campaign measurement, including sponsorship and schools programme and event and experiential marketing effectiveness evaluation. Delivered insight into key stages of planning and development to increase the effectiveness of the activity and help their owners prove the impact of their programmes and defend their budgets.

Bristol, Großbritannien

Internal advertising effectiveness consultancy enabling incremental sales measurement of all broadcast and digital advertising as well as the optimisation of strategic and tactical plans.Improved the efficient and effective use of media, leading the media auditing process and working with Ebiquity to drive material improvements to the quality and cost efficiency of media buying.Led the Advertising/Media Evaluation and Media Auditing programmes, building engagement at all levels of the Marketing team to increase adoption of measurement and recommendations.Managed Marketing Test & Learn strategy, planning, prioritisation and control to ensure tests were delivered with conclusive findings and avoid contention/clashes.Developed strategic Marketing and campaign-level budget optimisation, delivering insight that enabled efficiency and effectiveness gains at all planning stages from strategic to in-year to tactical campaign levels.Introduced Structured Media Evaluation into the US and Canadian markets to measure incremental sales from broadcast and digital advertising campaigns for energy retail and HVAC. Consulted on measurement and test design best practice and developed and led marketing and insight knowledge sharing.

Developed and managed the Customer Contact & Change Plan - one plan for all customer-impacting operational and marketing activity through all channels. By developing and leading the Customer Impact Review Board I ensured all operational and marketing activities were coordinated and delivered all approved, improving the overall customer experience while delivering significant efficiency savings.Optimised the planning processes for delivering marketing content in energy bills (the most important touchpoint in the energy customer relationship and the one with universal reach). Optimisation was driven by customer profile including payment history and product holding and solved for value and/or minimum value requirement. The process increased the personalisation and relevance of in-bill marketing content, enhancing the customer experienceQuality control of all operational communications, managing on and offshore teams and delivering recommendations for improvement. Delivery and evaluation of operational correspondence volume reduction initiatives and future contact planning e.g. inbound call response forecasting. Planning and evaluating ways of increasing the marketing potential of operational comms through by including relevant marketing messages where appropriate.Management of KPIs, forecasting and performance management of all written correspondence activities across all on- and offshore teams

Developed and established a new, consumer-centric, data-driven methodology and process for strategic and tactical sales planning and optimisation based on consumer profiles, customer value and propensity to purchase. Optimisation could be done by any combination of value (CLTV), or minimum volume requirement. The process became the standard strategic planning methodology for the following four years and delivered optimised sales targets for all levels of the organisation Group-wide.Consultancy for channel managers to bring customer and opportunity data into their tactical planning and campaign objective setting and effectiveness reviews.Sales capability benchmarking of all business units (Residential Energy, Home Services, the AA and Goldfish) coupled with strategic reviews of marketing within Centrica and comparable organisations in the UK and continental Europe.Investment appraisal of sales development initiatives and marketing investments.Critical role in introducing cross-selling into Centrica Group, developing effective KPIs, measurement toolkits and performance management and driving engagement in call-centre management teams nationally.Analytical support across multiple business units, teams & locations to enable introduction of cross-selling across the Group

Master Of Arts - Ma, Medien- Und Kommunikationsmanagement, 1.4 (German Scale - Highest Possible Grade 1.0)

Hochschulzertifikat, Markt- Und Werbepsychologie

In progress. Bachelor level course on economic and advertising psychology

Diplom-Betriebsökonom (Bi), Business Management, 1.18 (1.00 German Scale, Highest Grade Possible 1.0)

Module Results (German scale): Rechnungswesen / Accounting I: 2,00 Rechnungswesen / Accounting II: 1,00 Controlling: 1,00 Marketing: 1,00.

Ba (Hons), German & International Politics, 2:1 (Honours)

Activities and Societies: German Society