In my first career as a Management Accountant I learned how to create actionable business cases based on evidence, not opinion. I now apply the same rigorous, evidence based approach to optimising MarComms. Back in the day I optimised complex manufacturing processes using mathematical modelling.
These days I use eye tracking to understand the highly detailed behavioural responses that customers experience when interacting with MarComms. The implicit responses are crafted into actionable, evidence based insights based on what customers do, not what they say they do.
I am amongst the most experienced eye tracking professionals in the world; I built (and sold) the largest eye tracking reseller in the world with a client base including more than 40 UK Universities, P&G, Unilever, Ipsos and Millward Brown.