Sameer co-leads the Measurement Innovation Team at ITV, making tools to help every advertiser reveal the unmeasured business impacts of TV ads.
Before ITV Sameer ran a data science team at Google, and in the intervening twenty-something years since his mongrel Cambridge degree (spanning Physics, Philosophy and Social Science) and his WPP Fellowship (where he was mentored by Eric Salama and Jeremy Bullmore) has worked as a marketing strategist in every kind of agency - creative, direct, digital and media - and led a wide range of insight, analytics and data teams.
Along the way Sameer has wrangled everything from qualitative and survey research data to small but perfectly-formed panels through to planet-sized behavioural data, but across all of them the goal has always been the same; unearth useful truths for marketers, in a systematic and scalable way.
Sameer has had papers in Admap, APG, ASI and the IPA Effectiveness Awards, where he was also a technical judge last year. He is also on the UKOM Commercial Board for IPSOS’s IRIS panel. Sameer is a workmanlike Python coder and statistician, and was lately diagnosed with ADHD which he doesn’t think is a fad and is happy to talk about. He likes repairing broken machines, and if they aren’t broken will sometimes break them first, thereby reducing them to the previously unsolved problem.