Ian Robinson

Ian Robinson

Planning & Analytics Consultant

A marketeer of over 30 years’ experience in the world of planning and analytics in a variety of marketing research and communications agencies such as Tullo Marshall Warren, Saatchi and Saatchi Advertising, The Research Business International, Evans Hunt Scott and Carlson Loyalty.

My raison d’etre

I love small to medium sized companies and agencies with big ambitions. They are full of fun, energy and spark. However, many smaller concerns find that their transition from successful start-up to an established business, or in the case of an agency, a valued business partner of their clients who is awarded the bigger, juicier projects, is not an easy step. This often requires a planning, data and analytics expertise that as yet they may not possess.

In this case, they have to use external consultants, paying through the nose to do so, or invest in an inhouse capability, expensive in the short term and also risky. Consequently, the smaller companies can find themselves in an awkward limbo as they struggle to reach the next level in their development. Hopefully, this is where I can help.

How?

  • I am that flexible planning resource that you can call on as and when you need.
  • I can be your client facing ‘planning director’ in pitches or important meetings.
  • I can be your CRM expert driving CRM strategy from customer acquisition, development and retention.
  • I can mine your database, uncovering the stories in data that will inform and improve your marketing communications strategy.
  • I can construct the appropriate marcomms plan off the back of the findings.
  • I can build targeting models to increase the ROI on your marketing campaigns and deliver the biggest bang for your buck.
  • I can build customer segmentations to tailor your marcomms messages more relevantly to your customer, increasing their resonance and appeal.
  • I can help with any research and data analysis programmes you may require.
  • I can even deliver a database build if that’s what your client wants.

It’s entirely up to you.

You save money by paying rates considerably less than standard consultancy charges, and you only pay for what you need when you need it.

And should you get to the point where you have a good business case to build your own inhouse planning, data and analytics function, I can help you to set this up, too.