With twenty years’ experience in media and marketing measurement Ian Gibbs is the chief architect of the DMA’s Effectiveness Databank – an advertising effectiveness database of over fifteen hundred campaigns.


He divides his time between the DMA as their Director of Insight and Planning, JICMAIL as their Director of Data Leadership and Learning, and a diverse range of independent consultancy projects for clients including The Guardian, Comcast Freewheel and PAMCo for whom he runs measurement projects, and trains teams on how to harness the power of effective measurement frameworks.


Ian speaks regularly at events such as Drum Live, Adwanted Future of Media and Effworks on topics related to media measurement, effectiveness, customer engagement, direct marketing and future marketing trends