With over eighteen years of experience in media and advertising measurement, taking stints at Kantar and the Guardian (as Head of Commercial Insight for nearly a decade), Ian Gibbs acts as an independent data consultant through his business Data Stories and is the chief architect of the DMA’s Intelligent Marketing Databank – an advertising effectiveness database of over a thousand campaigns. He divides his time between JICMAIL as Director of Data Leadership and Learning, and a diverse range of clients including NBC Universal, Freewheel and Twinings Ovaltine, for whom he runs measurement projects, and trains teams on how to harness the power of effective measurement frameworks.