Kristin Philbin , LONDON, United Kingdom

I have spent the last 20 years utilising data to create solid, repeatable business strategies, optimise operations and enhance marketing initiatives.

I have seen repeated success guiding global and local business strategy through the application of research, analytics and related measurement-based approaches to achieve maximum impact with minimum resource expenditures for client organisations.   I am skilled at designing and implementing research driven perception reporting, branding and campaign optimisations.

My experience in using big data to conduct marketing analysis has generated insights that inform strategic directions and marketing planning. I am adept at merging data analytics and communications procedures to build brand value and improve operation with a talent for launching programs related to new product/service offerings. I have been an expert presenter and negotiator; able to develop strong relationships with strategic partners and build consensus across multiple organisational levels.

As an independent, I am positioned to effectively and credibly report on performance as I do not rely on the outcomes to show value.  Additionally, I build our models on research, data and attributes that are entirely objective in order to create a reliable algorithm for performance tracking.  This leads to a transparent, unbiased, and above all accurate process for measuring the success of any and all campaigns or activities.

Whether the data comes from a focus group, a poll, social and traditional media analysis or web-based metrics – I use analytics to synthesise findings that really matter. I first look at the data to understand ‘what happened?’, figuring out the story behind the data. I then use my contextual knowledge and relationship with your team to establish meaningful ‘so what?’ findings for the long-term strategic plan.