Metametrics Hires Leader for Modelling Unit

In the UK, marketing and customer analytics business Metametrics has appointed former Starcom MediaVest Data & Analytics AD Sam Watts for the new role of Head of Marketing Analytics, in charge of the firm's Econometric Modelling practice.

Founded in 2007 by former Kraft Foods Analytics Director Tom Lloyd, Wiltshire-based Metametrics focuses on analysing and integrating customer database, marketing, econometric and digital data streams.

Watts joins from Publicis-owned media planning agency Starcom MediaVest, where he was responsible for the development and roll-out of new approaches to the measurement of digital media globally. He began his career as an Economist with Lehman Brothers.

Lloyd comments: 'As our growth continues, we are finding that our clients are looking for insight that crosses the traditional boundaries of above and below-the-line marketing, and provides a genuine read on the impact of different investment channels. With Sam on board we will be accelerating the next generation of marketing evaluation systems that combine a market, media and customer analytics perspective.'

Web site: www.metametrics.co.uk .