As the Head Of UK Media Effectiveness at Sky, I'm responsible for evaluating the effectiveness of our advertising investment and optimising our spend to maximise the Short & Long Term business effects.I lead a team of 20 talented Econometricians to deliver exceptional insight across a broad range of KPIs. The team uses the latest econometrics techniques to evaluate our advertising campaigns, optimise our media spend and embed data-driven recommendations within our media strategy. The holistic nature of econometrics means that the team also uses statistical modelling to provide insight and recommendations on pricing optimisation, the effect of discounting, the impact of competitors and also allows us to size the impact of sports content rights on business performance.

As an Econometric analyst at Optaumum, I helped to build econometric models and assess the impact and effectiveness of media, marketing ROI, and budget optimisation for both online and offline media channels as well as other internal strategy objectives. The job involved doing detailed data analysis, whilst building high quality statistical models and making applicable recommendations to a wide range of clients in a variety of sectors.