Founder, Sequence Analytics
Neil Charles is a marketing measurement specialist with over 25 years experience and runs the independent consultancy Sequence Analytics. He started his career building econometric models and along the way has learned to combine economics and statistical modelling with coding, machine learning, consumer research and data visualisation.
Neil's experience covers roles in the Measurement Innovation team at ITV, heading a data science and technology team at EssenceMediacom and going further back, working in marketing analytics roles at the Nectar loyalty card, EMI Music, Mindshare and Gain Theory. He is a strong believer in understanding the limitations of different advertising measurement techniques and in combining them to make the most of the strengths of each one.