Alan is CEO EMEA at Gain Theory.
He has over 20 years’ experience working in the marketing effectiveness industry serving a diverse client list across Retail and FMCG for several markets in Europe, North America and Canada.

Previous to Gain Theory he was at Ohal, a WPP marketing effectiveness consultancy, where he gained experience across a wide range of practises including marketing analysis projects, measuring the impact of marketing activity on sales, encompassing Store level data, Regional analysis, Awareness modelling as well as Penetration and Loyalty Card data modelling. Alan graduated from the University of York with a BSc in Economics and Econometrics.
Alan also leads a team of data visualisation and optimisation technology specialists with the aim of helping guide clients towards the nuggets of insight that can help transform their business.



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