Amanda Lane
Head of Marketing Science
The Marketing Science team is European, and the team in Ireland is made up of three dedicated researchers who all have strong statistical backgrounds and experience in applying a range of statistical techniques to market research. These techniques make the data work harder and help to generate more insights and include techniques such as key driver analysis, time series analysis, trade-off and pricing, customer experience, segmentation, media effectiveness and brand positioning. The team is headed up by Amanda Lane, who has 5 years experience working in the Marketing Science team in Millward Brown UK across a wide range of categories and in using all the above techniques. Amanda was also involved in the development of their key offers - in particular Path to Sales and Segmentation - and moved to the office in Ireland in October 2010 to implement these developments in the Irish market.