Sameer Modha

Measurement Innovation Controller
ITV

Sameer leads the Outcome Measurement Innovation team at ITV, building tools to give telly ads the measurement they deserve.

Before ITV, he ran a data science team at Google, and in the twenty-something years between his mixed-up Cambridge degree (Natural, Social and Political Science), WPP Fellowship (mentored by Eric Salama and Jeremy Bullmore) and the present, he has worked as marketing strategist and data nerd in every kind of agency - creative, direct, digital and media - running a variety of insight, analytics and data science teams.

Along the way he has crunched everything from qualitative research and surveys through small-but-perfectly-formed panels all the way up to planet-scale behavioural data; but always with the same goal - find useful truths for marketers, in a systematic and scalable way.

Sameer’s had papers in Admap, APG, ASI and IPA Effectiveness Awards, where he has also been a judge, and serves on UKOM’s Technical Board for IPSOS’s IRIS. He is a workmanlike Python coder, ropey statistician, and was lately diagnosed with ADHD which he doesn’t think is a fad and is happy to talk about. He likes fixing broken machines, and if they aren’t broken will often ‘fix’ them anyway.