Tom is the Managing Director of MetaMetrics. As you hear in our conversation, his agency focusses on applying Econometrics and helping clients measure what drives their sales. With so much experience of applying marketing analytics & modelling for clients, Tom has plenty of practical advice to share with us.
This interview follows on from our interview with Sameer Rahman at EDIT. Like Sameer, Tom offers us the perspective of an agency-side leader. Tom shares a research or customer insight background with Elsbeth Kottelenberg from UBM, to balance those I’ve interviewed from a Data Science b
During our conversation, we covered a number of topics that I know readers of this blog have also raised. From econometrics to customer insight, analytics to marketing & business questions. His experience “in the trenches” with clients shines through when we discuss topics like entrenched hypotheses & managing analysts differently.
Many thanks to Tom for his candour and openness during our conversation it was useful to hear how his career developed. I was delighted to hear a fellow advocate of bringing together customer research and analytics work, to deliver richer insights. I agree with Tom that careers which span analytics & research are better for both.
So, without further ado, here is his interview for your listening pleasure…
Audio interview with Tom Lloyd
I really enjoyed my conversation with Tom. Lots of food for thought, for leaders on both sides of the client & agency divide. Hopefully, any sales or marketing leaders also find his advice useful. I fully concur with the need to be clear on what you are counting, versus where you have a measurement of incrementality. Thanks again, Tom.
What did you take away from all that Tom shared with us? Have you been able to identify anything you will do differently as a result? If so, I recommend that you take some notes now, especially one thing you could put into practice within the next two weeks.
Related resources for listeners
Building on the reflections that Tom Lloyd shared with us, here are some other resources to help you – related to those topics:
- Embedding Customer Insight throughout Marketing lifecycle
- Need to avoid the temptation of seeing new technology as an answer
- Protecting the different type of people who work in Analytics
- True Customer Insight needs data, analytics & research skills
- Measuring Marketing effectiveness
- Book review of “Marketing Payback”
- Keeping abreast of new trends in the world of analytics
Audio interviews with other Customer Insight Leaders
If you are currently working as a senior customer insight leader, with data, analytics or research leadership role, would you be our next candidate? I am interested in interviewing senior leaders and hearing any wisdom they have to share, on the challenges faced by insight leaders today. Please contact me directly, if you’d be interested in participating.