MRS Speaker Evening hosted by ADA. Demonstrating the latest analytical thinking and advances in prediction and forecasting.

On Tuesday 26th November the ADA (Advanced Analytics) Network will host a two hour speaker evening, building on the success of previous sold-out events.

The papers we have selected demonstrate latest thinking and advances in prediction, planning and forecasting

  • The evening will begin with a presentation from Colin Bunn Founder & MD of Double Spiral Consulting , titled Optimising the impact of promotional activity

This session will outline how Colin helped a client in the FMCG sector to forecast the impact of promotional activity across their entire brand / pack portfolio by key retail customer, identifying where promotional efficiency / ROI could be improved. The client’s key aims were to:

*Move from a volume based measure of effectiveness to a financially based one

*Develop a systemised approach across the whole portfolio and move away from ad-hoc, one-off projects typically focused on a single brand

*Enable promotional plan forecasting and more efficient post-promotional event validation, moving away from a reliance on relatively slow analysis of historical data

Colin will show how this led to a new set of guidelines for future promotional planning, a significant improvement in promotional plan forecasting, and the potential to realise a multi-million £ increase in promotional efficiency.

  • This will then be followed by a presentation from Andrew Zelin, Lead Statistician at Ipsos Healthcare, titled Forecasting Incoming Volume into a Call Centre

"All our agents are busy” is a phrase call centre customers dread.  Call centres represent a significant growth area of the world’s economy and are referred to as the “factories of the 21st century”.  Owners need to be able to accurately and reliably forecast how much work they will have on any given day, so that the right number of staff can be at their desks at the right times to take calls. 

In this presentation, Andrew outlines the steps that a planner with a relatively basic understanding of “tried and tested” statistical methods can implement to get this forecast right.

  • Finishing with a presentation from Jo Young, Director of R-Cubed, titled An individual approach to accurate media attribution and measurement.

Marketing teams need accurate media measurement to understand how best to split the marketing budget across channels for greatest ROI.  However media reporting is often siloed, taking little or no account of the impact of other channels, such as digital reports which lack offline media activity and sales.  Also these reports can omit insight into the types of customers who are influenced by what media: for example, this insight would help focus pressured acquisition budgets at new-to-brand individuals and not existing customers, who could be more effectively influenced by cheaper direct channels.  

Using individual level online and offline data and combining traditional and innovative analytics methods, Jo will discuss a measurement solution that includes all media and allows transparent and flexible attribution of sales at an individual level, for more effective media planning.

The evening will begin at 5.45pm with networking and drinks and the first presentation to begin at 6pm. The evening will close at 8pm.

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The ADA Network is supported by Bonamy Finch, an analytically-driven insights agency providing advanced analytics, data science and bespoke research solutions.


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Founder & MD, Double Spiral Consulting
After more than three decades of business consulting experience, Colin has recently taken the plunge and formed his own company. He helps clients to maximise commercial value from their diverse range of data sources: sales, customer, marketing, financial, market research and so on, often integrating these multiple sources together. Colin helps clients improve business performance and return on investment by applying analytics, modelling and forecasting capabilities to key commercial issues, for example: media effectiveness / ROI, pricing strategy, promotional effectiveness and optimisation.
Colin has extensive blue-chip client experience across a broad range of industry sectors – FMCG, Retail, Financial Services, Publishing, Telecoms and Utilities. He has also worked in both agency and client environments. Recent clients include: the Football Association, Heineken, Nandos, Nielsen, Reckitt Benckiser, Rightmove and Yorkshire Water.
Andrew Zelin is Employee Listening Insights Lead at Philip Morris, with 25 years’ experience as a professional statistician, running analytical projects in Market Research, Central Government, Health and the Telecomms Sectors. This includes 14 years of leading Analytics teams at senior level at Ipsos. He has given training in a range of statistical and survey-related practices since 2001 within his organisations and more recently, the MRS and the Rod Laird Training Company. He is a Chartered Statistician who has presented at RSS and AAPOR conferences and published two award-winning methodology papers and is a Mentor for the MRS.
Jo Young is a director at R-cubed where she helps clients acquire and keep valued customers more easily and effectively, through the smarter use of their vast customer data.  Jo has a MA in Mathematics from the University of Oxford and has held senior insight positions in the transport and financial services sectors.  Her marketing analysis experience spans a blend of fields including database marketing, media optimisation, yield management, pricing and research.  


Welcome drinks and networking


Opening comments from the Chair


Colin Bunn

Optimising the impact of promotional activity


Andrew Zelin, Ipsos UK

Forecasting incoming volume into a call centre


Networking break


Jo Young, R-Cubed

An individual approach to accurate media attribution and measurement


Closing comments from Chair



Additional Information

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