Simon James - Group Vice President, Data Science, SapientNitro, UK

Simon is the Group Vice President, Data Science of SapientNitro. For the past 20 years he has worked in marketing as a marketing data analyst. At SapientNitro, Simon leads the Performance Analytics practice, that is accountable for measuring the effectiveness of Sapient's work on behalf of clients, and for generating new insight from digital.

Simon is a passionate advocate of using data analytics, to generate insight, that furthers our knowledge and understand of how marketing works.

Based in the UK, Simon sits on the Institute of Practitioners in Advertising (IPA) Strategy Group and the Valuing Creativity Group.