Sameer leads the Outcome Measurement Innovation team at ITV, building tools to give telly ads the measurement they deserve.
Before ITV, he ran a data science team at Google, and in the twenty-something years between his mixed-up Cambridge degree (Natural, Social and Political Science), WPP Fellowship (mentored by Eric Salama and Jeremy Bullmore) and the present, he has worked as marketing strategist or data nerd in every kind of agency - creative, direct, digital and media - and run a wide range of insight, analytics and data science teams.
Along the way he has analysed everything from qualitative research and survey data through small-but-perfectly-formed panels all the way up to planet-scale behavioural data; but always with the same goal - find 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 has also been a judge, and serves on UKOM’s Commercial Board for IPSOS’s IRIS. He is a workmanlike Python coder, ropey statistician, and was lately diagnosed with ADHD which he doesn’t think is a fad and is happy to talk about. He likes fixing broken machines, and if they aren’t broken will often fix them anyway. In fact ‘If it ain’t broke, fix it anyway’ is probably his motto.