With twenty years experience in media and marketing measurement Ian divides his time between JICMAIL as its Director of Data Leadership and Learning the DMA as its Director of Insight and Planning. Ian is the chief architect of the DMA's Effectiveness Databank - an advertising effectiveness database of over a thousand campaigns. He also works on a diverse range of independent consultancy projects for clients including The Guardian, Comcast Freewheel and Twinings Ovaltine for whom he runs measurement projects, and trains teams on how to harness the power of effective measurement frameworks.