Worldwide Head of Analytics, PHD Media
Paul is a statistician with 15 years of analytics experience across the transportation, retail, and marketing sectors. His primary research interests are currently focused on media investment & effectiveness analytics, and the use of generative AI to synthetically enhance marketing data. He is particularly passionate about working with poor and incomplete data to answer challenging marketing effectiveness questions from clients.
At PHD, Paul is responsible for the development and democratization of analytical processes and tools for 6,500 professionals globally, and he has played a pivotal role in the development of the algorithms behind Omnicom Media Group's media planning tools. He has worked with the IPA previously on share of market elasticity variation and predictive share of search. Paul holds mathematics and statistics degrees and is a Fellow of the Royal Statistical Society.