Former Kraft Analytics Director Sets Up Metametrics

Kraft Foods European Analytics Director Tom Lloyd has left to found what he describes as 'a new type of analytical consultancy' to help clients gain maximum value from the data they already buy.

Lloyd says gaining clarity on business drivers using the data already sitting in the organisation is a critical step towards more efficient business management. He is keen to bring clarity to the planning table, and told DRNO: 'My contention is that companies are not really getting enough value from the information that they already own, which prompts them to believe they need to buy more. It's essential to use data as a common currency throughout an organisation, and this can be achieved by simply comparing like-for-like data which shares a common time-frame.'

By examining the data already held in the company Lloyd says his firm can build a model that explains past sales and forecasts the impact of changes to planned activity. 'This provides an understanding of what really drives sales and how sensitive sales are to changes in each marketing activity. We use the concept of the 'due-to' to explain past sales history and build a forecasting tool to enable the business to see the likely impact of future plans.'

Confirming that the company is already working with a number of blue chip clients primarily in the FMCG/CPG industry, Lloyd plans to roll out the service across the telecommunications, finance and service sectors.

With 20 years' consumer insight experience, for the past ten years Lloyd has worked at Kraft where he jointly headed the UK Consumer Insight function managing a team of eight to deliver strategic and tactical analytical insights. He previously worked agency-side as Associate Director of MSS Market Research, and before this as Principal Planning Consultant at Brann Communications and Group Market Research Manager at Nestlé UK.

Based in Cheltenham, UK Metametrics delivers business driver analysis, econometric modeling
pricing and promotional analysis and customer profiling. The firm is online at metametrics.co.uk .