Photon-owned research company The Leading Edge has appointed a senior three-man analytics team from research rival Nielsen.
Former Nielsen Australia executive director of consumer research Lee Naylor has been hired as The Leading Edge's global head of quantitative research and analytics, and he has been joined by senior staffers Neil Sangster and Paul Sinkinson. Naylor has an 18-year background in research and will be based in Sydney.
The team has developing a suite of marketing analytics and measures to determine marketing return on investment, optimize customer lifetime value and more accurately predict consumer behaviour. These include agent-based modelling, marketing mix modelling and shopper analytics.
“It’s [agent-based modelling] perhaps the newest area of the marketing sciences and The Leading Edge will be one of the first organizations to bring it to Australia”, Naylor said in a statement.
“Joining The Leading Edge has been like a breath of fresh air for us, as the company is keen to invest in growth. The company has given us the confidence to broaden our consulting activities and provide a wide and tangible services for a quickly growing number of clients who want proper business and marketing advice, not just number crunching.”
In March The Leading Edge won new projects for health fund NIB and eyewear company Luxottica, owner of OPSM and Sunglass Hut. The research consultancy merged will fellow Photon-owned outfit Auspoll last year.
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