The Leading Edge attracts top analytics team

Australia’s leading research and strategy consultancy, The Leading Edge, has attracted a top three man analytics team who are bringing a new dimension of market research and strategic thinking to clients.

The team is led by well-known figure in market research Lee Naylor, who has taken up the role of global head of quantitative research and analytics and he has been joined by Neil Sangster and Paul Sinkinson.

The team has developed a very strong suite of marketing analytics andmeasures to determine marketing return on investment, optimize customerlifetime value and more accurately predict consumer behaviour – all ofwhich are in great demand as business leaders seek to achieve the bestpossible results in increasingly fragmented, commoditized and fiercelycompetitive markets.

Three areas of this suite cover sophisticated agent based modelling,marketing mix modelling and shopper analytics, which can be appliedacross almost every marketing activity.

Agent based modelling is a technique that recreates or simulates theway people interact with their environment and can be used inconjunction with marketing mix to determine the most efficient andeffective way to apply marketing budgets. “It’s perhaps the newest areaof the marketing sciences and TLE will be one of the firstorganizations to bring it to Australia”, said Mr Naylor

Agent based modelling also allows for the simulation of retailenvironments and when combined with powerful shopper metrics providesmarketing strategies in a heavily competitive environment.

Mr Naylor, who has 18 years of research experience in Australia, the USand UK, said “joining The Leading Edge has been like a breath of freshair for us, as the company is keen to invest in growth .

“The company has given us the confidence to broaden our consultingactivities and provide a wide and tangible services for a quicklygrowing number of clients who want proper business and marketingadvice, not just number crunching”, said Mr Naylor.

Chief executive of TLE, Mr Andy Bateman, said “It is a great sign thatTLE is on a strong path to growth when we can attract such anexperienced and talented senior team.

“Over the next six months we will be integrating and introducing ourexisting and new clients to these state of the art tools developed byLee and his team”, he concluded.