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Systems Intelligence offers a full range of marketing evaluation services, empowering our clients to invest their marketing budgets in the most optimal way to drive maximum growth for their businesses.

Our market-leading technology delivers our solutions through simple to use and flexible interfaces, making actioning our analytics as simple as clicking a button.

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We offer a full range of qualitative and quantitative research services to help our clients identify, understand and segment their audiences so they can target the audiences that matter. We use a wide range of techniques and data sources to answer key questions about your audience..

WHO are they? WHAT do they think, feel and do? WHY do they behave in this way? WHERE can we find them? WHEN are they most receptive? HOW can we best reach them?

We tailor our audience insight solutions bespoke to each client brief.

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Systems Intelligence provides data and analytics services that go beyond media optimisation. Our business modelling can feed annual or regular business forecasting. We can provide support for new product launches including recommended media budgets required to hit targets along with initial business forecasts. We also work with brands to help unpick the most important factors in their product proposition and therefore how to optimise it.

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The amount of data available to marketers has grown exponentially. Whilst this has created significant growth competitive advantage for brands that have embraced this new way of applying data in recent times it has become increasingly complex to navigate how best to take advantage of the opportunities afforded by data and technology.

Concerns around consumer privacy, the deprecation of identifiers that we have become accustomed to or the rise of the large data ecosystems and platforms have made a brands approach to using data and technology more important than ever. Whoever implements and activates the data and technology in the smartest way will win over the upcoming years. MediaCom's Data, Technology & Digital Analytics consultation teams are on-hand to help.

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Ffion Turner – Group Partner Systems Intelligence


Ffion leads the Systems Intelligence team across our Northern offices after joining MediaCom as a Graduate Econometrician back in 2004.

Ffion has run and set up marketing analytics projects for a number of clients both in the UK and globally. She’s worked with clients to help measure and optimise marketing investment across their brands and/or portfolios to ensure that the money invested is delivering against the objectives set.

In 2013 she moved to Manchester to set up our analytical offering to support our Northern offices.

Ffion has experience running a number of very large analytics projects, managing a large team of analysts, co-ordinating cross agency teams, and dealing day to day with senior client stake holders.

Ffion has worked across an impressive range of clients in her time including Hillarys, Bourne, ao.com, Tombola, Rank, Missguided, Co-op insurance, Direct Line Insurance, GSK, Bose, IKEA, Digital UK, Akzo Nobel, Cancer Research, and B&Q.

Outside of work Ffion is a keen horsewoman, breeding & competing with her Welsh ponies & sport horses.

Jane Christian – Head of Systems Intelligence

Jane Christian

Jane leads the Systems Intelligence team in the UK after joining MediaCom as a Graduate Econometrician back in 2001.

For the majority of her career, Jane has honed her skills in media measurement. She is passionate about setting up measurement frameworks for clients that provide holistic measurement across channels, capturing both the short and longer term effects of media, so we can advise MediaCom’s clients on how to maximise the return from their media budgets.

In her 20 years at MediaCom she has worked on a wide range of clients including DLG, IKEA, GSK, RBS, Boots, Centrica and Tesco.

Jane has led the Systems Intelligence team since 2020, pulling together MediaCom’s data, analytics and insights capability into one team.

Her passion for effectiveness has led Jane to push the effectiveness agenda for the wider industry. She has worked extensively with Thinkbox on a number of effectiveness projects, including the recent award-winning Demand Generation.

When she’s not crunching numbers, Jane is a keen golfer, working on getting her handicap down.

Owain Wilson – Head of Data, Technology & Digital Analytics Strategy

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Owain is our Data, Technology and Digital Analytics lead. Owain has been at MediaCom over 14 years and has held a broad range of roles across a number of our leading clients. More recently, Owain has focused on helping both global and UK brands, across a broad range of industries, utilise their data to deliver transformative results. Client experience includes ebay, Shell, DFS, TUI, Sky and Adidas.

Owain rejoined the MediaCom UK team in 2020 with remit to provide thought leadership and direction for the agency, clients and people in how we best utilize data, technology and analytics.

Owain passionately believes that data and technology is the key enabler in generating solutions that can solve clients business challenges. It’s what gets him excited. He loves nothing more than helping clients realise the potential of their 1st party data to create innovative solutions and products that answer specific business challenges. And most importantly, deliver a return on investment.

Outside of work Owain is the proud father of three children, a keen golfer and for his sins – a Tottenham Hotspur fan.

Neil Charles – Head of Systems Technology

Neil Charles

Neil leads MediaCom’s Systems Technology team, supporting Systems Intelligence and the wider agency with dashboards, interactive applications and advanced analytical techniques such as machine learning.

Neil has worked for MediaCom for ten years, having previously worked at the econometric modelling consultancy ‘Gain Theory’, at MediaCom’s sister agency Mindshare, and client-side at the Nectar loyalty card and EMI Music.

Having worked in a variety of analytical roles across the marketing industry, Neil is able to apply a broad set of solutions, from econometric modelling to traditional consumer research and from data visualisation to machine learning. He has experience across a wide range of sectors and businesses, including FMCG, retail, finance and automotive.

Neil believes that our tools and systems should simplify decisions, not make them more complicated. We may apply advanced techniques on huge datasets, but the end goal is always simple visualisations that aid understanding and allow us to build better marketing campaigns.

Outside of work Neil is an adopted Yorkshireman, the proud father of two sons and flies paragliders whenever the weather, work and family commitments allow.

Sam Veitch – Head of Business Science (UK clients)

Sam Veitch

Sam first started his econometric journey joining Ohal (now Gain Theory) in 2003. There, he learnt the fundamentals of MMM and econometric modelling.

In 2007 he moved on to Accenture’s Marketing Science team, where he was an integral partner in a specialised team focusing on pricing and promotional strategy. As well as operating in a vast array of markets and clients. Sam then sought out new challenges in several of the big-name econometric units including Brand Science, Data2Decisons and Annalect.

He Joined Mediacom in 2014 working on a wide set of clients and markets. Including Eon, Shell, Moonpig, Universal, Telegraph, Army, Nuffield and many more.

Most recently Sam has consulted for NOW TV and Sky, helping them to enhance their internal effectiveness functions with a focus on the teams’ talent development.

Olga Zaitseva – Head of Business Science (Global clients)

Olga Zaitseva

Olga joined MediaCom’s London Business Science team in 2008 after running the Business Science team at MediaCom Russia for a few years.

Olga has run and headed up analytics projects across a wide range of UK and global clients, including Dell, Boots, Selfridges, GSK, Cancer Research UK, Shell, Bayer, IKEA and many more.

Over the past 6 years Olga has been focusing on developing and rolling out complex marketing analytics programmes, bespoke dashboards and optimisation tools for our global clients across multiple markets and business areas.

Olga is passionate about turning the data into useful and actionable insights that help her clients boost their business performance, with a proven track record of improving marketing ROI and incremental revenue by up to 15-40%.

Olga also designs and runs comprehensive client training programmes and supports client teams with embedding data-driven mindset and outcome-based planning approach within their businesses, across multiple functions.

Outside of work Olga is the proud mother of two daughters and a keen snowboarder.

Ruth Chalisey – Research Director 

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Ruth has over 20 years of research experience and joined MediaCom in 2013. Prior to this she spent over 10 years at TNS, working in both the Consumer and Social research teams.

She is a highly experienced quantitative researcher, with particular expertise in brand and communications research and audience research, including segmentation.

Since joining MediaCom in 2013 she has worked on a wide set of clients, spanning different categories including TUI, Sky and NOWTV, The Metropolitan Police, The Army and Dell.

Ruth leads the team in delivering actionable insights to MediaCom clients. Most recently she has led ongoing brand and comms tracking research for Sky, designed to enable in-flight optimisation of digital channels and deliver efficiencies in campaign spend.

Oliver Betts – Head of Data Strategy

Oliver Betts

Oliver is our data strategy lead, helping clients to make the most of their data for more effective advertising. He has been at MediaCom for 4 years, leading a team of strategists who help deliver innovative applications of data for all client types.

Oliver has 14 years’ experience across a variety of agency and client-side roles. His time working in different disciplines means he has in-depth knowledge in linking owned and paid communications together to deliver more valuable customer experiences. His industry background includes automotive (Nissan), FMCG (Unilever), gaming (Activision), retail (ASOS), telco (Vodafone) and travel (British Airways). Oliver’s career highlight was leading the data strategy for mental health charity CALM (Campaign Against Living Miserably) that won a silver Cannes Lions in the Creative Data category.

George Gloyn – Head of Business Analysis

George Gloyn

George leads our business analysts imbedded in the various planning units with responsibility for ensuring best practice within the discipline and sharing examples of excellence across the network.

George has worked for MediaCom since joining as a graduate econometrician 15 years ago. Before taking on his current role, he managed econometric projects across some of our biggest clients such as Sky and IKEA.

His focus has always been on how to translate complex analytics into understandable actionable insight. He has worked with various disciplines within the agency, helping build and develop tools and methodologies to improve our implementational & performance focused planning.

When not crunching number, George is a committed gamer (both video & board) while also trying to spend as much time with his wife & daughter as possible!

Yawar Karim – Head of Technology Platforms

Yawar Karim

Yawar is the head of Technology Platforms. He has 10 years experience within the ad tech landscape and is currently helping our clients to navigate their way around existing, new and emerging technologies to ensure that they have the right technology in the right place to deliver a relevant brand message or to gather data in a compliant and efficient manner.

During Yawar’s years withing the Technology space he has worked with and consulted for with many agencies, publishers and technology vendors. Brands that Yawar has extensively worked with include P&G, Samsung, Google, Mercedes, Barclays, ESI Media, Haymarket and Hearst Magazines.

When not in lockdown Yawar mentors children in his local area as well as attending and helping out in family run orphanages in Gambia, Kenya and Pakistan.

Julia Shepherd – Board Director - RWI

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Julia began her career in London working one of the companies that was to become Zenith in what was then called the Media Research Department. After a few years there Julia spent some time travelling the world and then returned to work for several media owners including The Telegraph plc and Future Publishing (then IPC) in London.

As is the case with many Northerners Julia returned home to "settle down" and start a family. After spending 8 years at Universal McCann as Research Manager she joined MediaCom in 2001 to set up the Research and Insight function. She became MediaCom North Group's first female Board Director in 2010 and now runs the RWI (Real World Insight) team working across all MediaCom North Group clients.

Emma Whitehouse​ – Business Science Director, Deputy Head of Business Science, UK Clients​

Emma Whitehouse

Emma joined the Business Science team in 2008 as a Graduate Econometrician and is now a Director, leading multiple client projects within the department.​

She has experience in a wide range of sectors and clients including Volkswagen Group, RBS, CRUK, RSPCA, Tesco Mobile, TUI, and Costa. She has picked up a number of awards for her work along the way such as IPA Effectiveness Award Gold and Grand Prix and MediaWeeks Insight Innovation.​

In her most recent experience she has taken the lead in transitioning clients from other providers to ensure they receive the market-leading analytics and tools that Business Science can provide.​

Emma works closely with all her clients to ensure the analytics remains relevant and that key questions are answered in the most effective way. Getting under the skin of the data to find the stories that make a difference to the clients she works with. She is passionate about the people she works with and is always looking for better ways to do what we do.​

Outside of work, she has one daughter and can often been found pottering around in the vegetable patch or out for long countryside walks.

Lulia Cioara​ – Head of Digital Analytics Strategy​


In her current role, Iulia’s focus is on helping clients advance their analytics capabilities and unlock more value – and return on investment – from their data and existing platforms. ​

She has a strong background in delivering data solutions, such as defining business and digital objectives, creating measurement plans, designing data strategies and activities to help clients reach the next level in their data maturity journey. Her experience spans multiple industries, including retail, hospitality, financial services (Barclays, HSBC), publishing (Pearson), NGOs (Marie Curie), FMCGs (Danone) – and countries – UK, Singapore, Hong Kong. ​

Iulia passionately believes that most marketing challenges can be solved through a data ecosystem that combines 1st party data with the right technologies to better understand our audiences, target them with more meaningful campaigns and convert them through improved digital experiences. An ecosystem that unlocks value for all the parties involved, brands and customers alike.

Victoria Roshal​ – Director, Business Science​

Victoria Roshal

Victoria has been with MediaCom for eight years, having previously worked at the marketing science consultancy ‘MarketShare Partners”, where her marketing analytics career launched. Victoria’s background is in economic research, and she served in the role of the Economic Research Coordinator for the Government Statistician of Israel, alongside several international research projects.​

Combining economic and statistical knowledge, research skills and strong analytical capability, Victoria is passionate about finding the story behind the data and in translating insights into actions. She has successfully delivered analytical projects across a wide range of clients from multiple sectors and many different markets. These include: Allianz, Bose, Army, Dell, B&Q, CRUK - to name a few.​

During the past two years Victoria has been leading projects across several IKEA markets, ranging from China to US.​

Victoria is currently upgrading her managerial skills and testing her limits by raising two boys and finds particular fun in singing.​

Gemma Dunbar​ – Research Director ​

Gemma dunbar

Gemma has over 11 years of research experience and joined MediaCom in 2013. Prior to this she spent over 3 years at BVA BDRC, working in both the Finance and Media research teams.​

She is a highly experienced quantitative researcher, with particular expertise in brand and communications research and audience research, including segmentation. ​

Since joining MediaCom in 2013 she has worked on a wide set of clients, spanning different categories including The Metropolitan Police, CRUK, Kwik Fit, Farfetch and Tesco .​

Gemma provides senior support to the team across a wide range of projects. Most recently she has led a large-scale Diversity & Inclusion study for Tesco, designed to explore Tesco's brand resonance with diverse communities, identifying where there is a role for comms to strengthen appeal.

Claire Taylor – Business Science Director

Claire Taylor

Claire joined MediaCom in 2002 and she has been responsible for developing bespoke solutions to analyse marketing effectiveness and help answer key business questions across a wide range of market categories.

This has included econometric modelling as well as portfolio allocation analysis, NPD business forecasting and scenario planning,

She has excelled by focusing on providing actionable insights to help aid the decision-making process and maximise the potential of clients’ marketing budgets.

She has worked across many clients and industries including GSK, Wrigleys, TUI, IKEA, Staples, VW Group as well as RBS, Bradford & Bingley and Moneysupermarket,

After a brief career break, she is now back working across global clients including IKEA as well as helping to keep a highly functioning team running.

In her spare time she enjoys leisurely pursuits such as reading and baking, keeping her fingers crossed for a future Great British Bake Off appearance!

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