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Building An Effectiveness Culture To Manage Uncertainty – learnings from a leading brand

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Building an effectiveness culture presentation

In this webinar, Matt Andrew, MD of Ekimetrics UK, is joined by James Wheatcroft, VP Marketing & Brand Northern Europe Accor, to explore how a new analytical approach can help brands to deal with uncertainty as a matter of course, building sustainable responsiveness into everyday operation and making the burden of the annual plan a thing of the past.  

They will explore: 
•    The value data can bring to narrowing options and creating an agile plan through multi-scenario modelling 
•    How to use a range of analytical techniques to wrangle thousands of data points into leading indicators across changing markets, categories and consumer behaviour 
•    The short- and long-term challenges of multi-scenario planning and optimisation facing brands as they continue to grapple with uncertainty 
•    What’s next for brands in 2021 across four key challenges 
•    An outline roadmap to success 

Who is it aimed at?  

This webinar is designed for senior marketers  

What will members gain by attending? 

Attendees can expect to learn the principles of multi-scenario planning and marketing optimisation, with practical steps to the successful implementation of a data and analytics eco-system that is designed to track trends and predict outcomes that are useful, usable and, crucially, used by their organisation. 


Matt Andrew, MD, Ekimetrics UK 

Matt is the UK MD of Global data science specialist Ekimetrics. At Ekimetrics, Matt progressed rapidly from leading key accounts when he joined in 2016, as one of a team of eight as a satellite of the French-owned analytics business, to Head of Operations and eventually MD in 2019. He has since become a Partner in the business. Before joining Ekimetrics, he cut his teeth in analytics at former Dunhumby founders’ fast-growing, innovative start-up Starcount, where he pioneered techniques, such as using social data to refresh the American Idol format, from moments of engagement to new judges. 
Matt began his career with Colgate Palmolive, where he became a Senior Brand Manager, responsible for multi-million-pound budgets, media planning and strategy, product strategy and market research, giving him unique client-side insight. Matt is hands-on with clients, steering them to new ways of looking at and implementing marketing effectiveness, from using experimental methods to combinations of methodologies to deliver highly predictive models that deliver optimal value. 

James Wheatcroft, VP Marketing Northern Europe, Accor 

James is Vice President Marketing and Brand for Northern Europe at Accor, the world-leading hospitality group, including the Fairmont, Raffles, Sofitel, Novotel, Mercure and Ibis brands, among many others. Highly results focused, he has over 15 years’ expertise in brand management, marketing, communications, digital transformation, user centric design and customer experience. James delivers ROI by building guest preference through innovation, data and insight.