Econometrics Consultancy Feedback

Andrea Lee Riordan
Head of International Non-Financial Reporting & Marketing Performance

I had the opportunity to work with Dan during my time at Twinings UK, where he helped build our understanding and expertise in Marketing Mix Modelling (MMM) across our global markets. Dan brings deep MMM knowledge backed by years of experience, but what sets him apart is his ability to translate complex analysis into practical insights that support better business decisions.

Throughout our work together, KITE consistently provided valuable perspectives and actionable recommendations, offering a level of insight that stood out compared to other partners we had worked with previously. Having seen the value Dan and the KITE team can deliver first-hand, I’m looking forward to working more closely with them as we continue to build our capabilities and drive MMM learnings within the Australian business. I would happily recommend Dan to any organisation looking to strengthen their marketing effectiveness and make better use of data-driven decision making.

Robin Fuchs
Insights Manager France

I worked with Dan and KITE on a Marketing Mix Modelling project in 2025 and would highly recommend them. Their approach is genuinely tailored, with a strong focus on understanding the business context and specific needs. Dan was consistently supportive, responsive, and easy to collaborate with throughout the project. He also facilitated the engagement by identifying a local French expert to support the MMM setup, which proved to be a real asset. Dan and his team demonstrated strong expertise in econometric performance measurement, delivering robust analyses that were both clear and actionable.

Sarah Babb
Marketing Director

Dan and his team at KITE are invaluable partners who help us to understand the true impact of our marketing activity and provide useful data to inform decisions. We can tap into a wealth of experience and get the service and value of experts who work alongside us to answer key business questions. They are always responsive and ready to help and go the extra mile to answer tricky questions or uncover deeper analysis. Above all else, Dan and the team are also just really great people to work with, down to earth, speak in simple terms and tell you like it is!

Sam Veitch
Head of Data Science & Modelling

KITE have worked closely with us to deliver a fantastic training course to upskill our team in the core MMM skills.
I can’t recommend KITE enough.

Alison Parsons
Head of Customer Insight

I have worked with Dan and the team at KITE for the last 2 years and I am pleased to say it has been a really positive experience. The team we were assigned to deliver our annual MMM are as super intelligent and diligent as we hoped for, but also approachable and understandable!!

As the relationship has grown we have moved from engaging with KITE annually for the review, to the team assisting us regularly throughout the year with media planning. This ensures we have the best chance of measuring as many data points as possible.

It’s great to be working with them and we now consider them an extension of our planning and measurement process.

Sean Jackson
Marketing Director

Thanks to the KITE team for a fantastic and insightful piece of econometrics work that has really helped optimise the company’s budget. Since the completion of the work, we have tweaked our TV laydown and the press scheduling. We have asked for further modelling to be complete and an additional presentation to be made to our agency partners, and it was no problem for both Dan and Steve. I would highly recommend KITE for anyone needing an econometrics study completing. Thank you Dan and Steve.

Sarah Babb
Marketing Manager

Big thanks to Dan and the team at KITE for supporting us with setting up a new MMM model for Ginsters. The insight from our first dip has been invaluable in supporting our marketing activity planning, as well as for broader business decisions and to demonstrate the value of our media to our bottom line and to the category! I look forward to continuing to work together to build on the model next year and generating more valuable insights and learning. KITE were also super easy to work with and really flexible and supportive in the whole setup (which is often arduous!) but they made it a really smooth process.

Lisa Thornton
Head of Marketing

Primula have recently worked with KITE on an econometric modelling project. The team were highly professional throughout the process, intuitive to our needs and positively responded to all our questions. The analysis conducted and the model delivered was insightful & thorough and is a valuable tool for our business. KITE’s price elasticity model was excellent – and what they predicted would happen did! This shaped business decisions in a difficult market place.

Emma Hunt
Marketing Director

I recently had the pleasure of working with Dan and can wholeheartedly recommend him to anyone looking for an expert in understanding the efficacy and efficiency of their marketing & promotional investment.

He is personable, very easy to work with, collaborative, objective and he has that wonderful knack of making the complex simple for a variety of stakeholders and audiences.

Dan has a wealth of experience and he brings this to bear in delivering exactly what the client needs, but he’s also prepared to challenge our thinking when required.

I wouldn’t hesitate to recommend Dan to anyone looking for support in understanding and optimising their marketing mix.

Torben Sherwood
Category Manager

Dan and KITE have helped provide an unparalleled level of insight and analytical rigour to our organisation, helping us understand the efficiency and effectiveness of our brands’ activations across our portfolio.

Dan’s insights and results have helped us optimise our plans by increasing investment in certain aspects whilst rationalising others, and most importantly, secure more resource from within our organisation.

Dan’s work is exhaustive, rigorous and clearly-communicated, with concise recommendations & actions.

Chris Mee
Head of BI Marketing Analytics

I had the pleasure of working with Dan on a marketing mix project for one of the Coral Ladbrokes brands.

I quickly built a great rapport with Dan due to his diligence while executing the project and his all-round knowledge of marketing and mix modelling.

Whenever I handed off tasks, it was with the safe knowledge that Dan would take ownership until a conclusion was achieved and he would often take the initiative to find the most appropriate solution.

I have no hesitation in recommending him.

Spencer Tilley
Senior Vice President

I had the great pleasure of collaborating with Dan for a number of years. At the time, I was heading up a global marketing analytics consultancy for Europe, whilst Dan was responsible for all of the data and analytics across Kellogg’s EMEA.

Dan invited us to come and pitch for Kellogg’s European marketing mix analytics business, along with a number of other respected suppliers. After a very thorough and fair procurement process led by Dan, we were awarded a multi-year contract and a very fruitful relationship was born between us.

Dan had great vision and ambition for the programme and together we made it a reality. Being a highly experienced econometrics / analytics leader himself, Dan was uniquely qualified to navigate through all stages of the project, from initial design right through to successfully delivery. He perfectly understood the challenges, boundaries and potential of our work, whilst having a great sense of how to make the output and recommendations a commercial reality within Kellogg’s business.

Together we designed and implemented a new quarterly decision-making process for Kellogg’s senior leadership team, to ensure that the recommendations made were not only implemented, but their actual sales impact was also validated afterwards.

I can safely say that as a direct result of this work, Kellogg’s were able to realise tangible and sizeable revenue growth opportunities.

I always found Dan to be personable, open, calm, thoughtful and pragmatic in his dealings with us and his own team internally.

I very much enjoyed working and socialising with Dan and I would have no hesitation in recommending him to others.

Colin Bunn
Director

Dan and I collaborated together for over a year, helping to deliver Nielsen’s global marketing effectiveness programme to Reckitt Benckiser.

We played an important role in helping to maximise the commercial value of the programme, delivering a series of regional and global reviews that led to actionable guidelines on media, pricing and promotions.

Dan gained the highest respect from both Nielsen and RB, and was a pleasure to work with.

I have no hesitation in recommending him, and look forward to working with him again in the future.

Rachel Cranston
UK & Ireland Media Marketing Manager

Dan has been a real asset to our team.

His ability to not just take numbers and simulations as a given, but to then overlay his experience and opinion has been invaluable.

Dan has always been a ‘go to’ for me to discuss a hypothesis or develop an idea with someone who can truly add value.

Kevin Verbruggen
Head of Brand

Dan has always been fantastic to work with.

His attention to detail is balanced with insightful interpretation, meaning that Dan adds tremendous value.

Mike Enness
Director Client Services

Dan is very good at taking complex modelling and putting it into clear actionable recommendations for clients and agencies.

He also has the rare skill set of being able to be an expert in the modelling world, but also the pragmatic consequences of what it means for a media plan.

Chris Love
Econometrician

Dan ran some training with us and was extremely helpful in understanding some of the intricacies of FMCG modelling.
I would highly recommend others use his services and take advantage of his wealth of experience.

Emma Moss
EMEA Analytics Lead

Dan is a modern day Data Rockstar!!!

In that he cuts through swathes of data to reveal trends, information and INSIGHTS – the holy grail.

I have really enjoyed working with Dan as he is highly organised, committed and extremely experienced in orchestrating both teams and data to winkle out those insights!

Iain Kanssen
Global Senior Manager Strategic Insights

Dan worked as a consultant for RB in Global HQ on a number of projects.

He consistently produced excellent results using various analytical tools to make a real impact to Global brand planning.

On his engagements he faced a number of challenges and with his results oriented approach always found workable solutions.

Dan gets results and finds ways to get the best out of our analytics programs whether it is a deep piece of work on an individual brand in market, or a scaleable analysis for Media and Trade guidelines at a Regional or Global level.

In addition, Dan has been a trusted adviser and helped to build analytics capabilities including tool development and recruitment.

His work using data to inform decision making has supported plans for Global marketing teams and with the Executive Committee on broader strategic initiatives.

We continue to work with Dan as we grow our analytics capabilities to share best practice.

Olivia Heywood
UK Planning Director

I have appreciated working with Dan Rimmer for more than 9 years!

He has been one of those people that I know I can go to anytime and he will always be helpful and hugely informative.

He asks the right questions and is always proactive in getting to the answers you need.

I have always enjoyed working with him and could not recommend him more highly.

Paul Baker
Global CEO

Dan was in a number of project teams with me.

I was always pleased to be with him as he is clever and insightful, but also he is always cheerful and keeps morale at a high level.

Good guy.

James Oates
UK Analytics Director

I have worked with Dan at Nielsen for the last 15 months and he has been able to deliver a high level of consultancy and added value approach to the Nielsen clients he has worked with.

Dan is able to draw on his experience from both his agency and manufacturing client background to deliver actionable recommendations to clients.

Dan is comfortable in navigating the technical side of econometric models when required and has the ability to translate that into useful outputs to deliver to the client themselves.

Feedback from Dan’s client interactions has been good and he will deliver value to the marketing effectiveness clients he works with in the future.

David Homan
Senior Director

Dan and I worked together for two years at Kellogg’s. He was Director of Marketing Effectiveness & Business Analytics, I was part of the agency team delivering marketing mix modelling across their four largest markets.

Dan has a wealth of analytic experience and a unique understanding of both client and agency environments. This, coupled with how he works with his team and agency partners, was central to quickly establishing a synergistic partnership, with both sides building together to maximise business impact.

His focus on delivering value, as distinct from data and insights, was central to the success of the analytics program within Kellogg’s.

I would strongly recommend Dan as a partner to any business looking to develop their capabilities within analytics. I hope to work with him again in the future.

James Sherwin
Founder

Dan is an engaging client with a talent for expressing complex analytics in commercial terms that quickly gains the confidence of his audience.

He is a searcher for innovation yet balances providing consistent and secure insights with a drive for improvement.

A pleasure to work with…

Nicola Keeley
Senior Consumer Insight Manager

Having previously worked with Dan for a number of years, I invited him into Weetabix to share his knowledge on media and promotional effectiveness.

He presented to our marketing leadership team who were really impressed with Dan’s expertise in the subject as well as the simplistic manner in which he delivered it.

I’d definitely recommend Dan for any work related to marketing mix modelling.

Mike Mickunas
Global VP Research

I have worked with Dan for a number of years and have always been impressed with his passion for identifying the true drivers of brand growth and helping the team make strong brand building investment decisions.

Dan is a very proficient analytic expert, and brings a high level of partnership and consultation to his work.

He helps teams understand the “why” behind the analytics and also effectively delivers guidance and direction.

He is solution-oriented and seeks continual improvements and refinements, all whilst managing a heavy operational workload.

He is a strong team leader that helps keep the group focused on key priorities and encourages them to engage effectively across the business.

As my European partner within our global business, he is a strong contributor to our agenda and has helped drive significant progress in our company agenda.

Robert Stratton
Global Managing Partner

I worked with Dan for several years at ohal and was impressed by his analytical rigour and commitment to getting actionable results for his clients.

He was also a great manager and colleague.

Gavin McLauchlan
EU Marketing Effectiveness Consultant

I had the great pleasure of working alongside Dan for a year whilst we were both contracting our services to the Nielsen EU Marketing Effectiveness function.

Dan successfully led the relationship with 3 major FMCG clients and was heavily involved in all aspects of projects, from proposals right through to design, delivery and on-going consultancy support.
With his vast commercial experience, Dan was quickly able to develop high credibility and affinity with clients, as well as providing significantly added value over and above Nielsen’s standard deliverables.
This resulted in a substantial amount of new and repeat business for Nielsen.

Dan has the ability to translate the output of highly sophisticated statistical models into meaningful and impactful commercial recommendations that resonate with clients.

Dan also identified and took opportunities to tap into Nielsen’s wider offerings outside of market mix modelling (such as their Digital Ad Ratings service).

This opened up further incremental revenue opportunities for Nielsen and provided clients with a more holistic understanding of the effectiveness of their entire media mix.

Dan personally managed multiple projects simultaneously and gained a deep understanding of the Nielsen methodologies and services, whilst at the same time developing the skills within members of his teams.

I would highly recommend Dan to any organisation, and would welcome the opportunity to work with him again in the future.

John Dawson
Global Managing Director

I’ve known Dan for a number of years now and seen him build up an exciting capability for Kellogg’s in Europe.

His knowledge of marketing analytics is excellent and he has a first class understanding of how this knowledge can translate into valuable action for the business.

Mark Reggimenti
Director

I worked with Dan when he was a project manager with ohal.

We worked on several engagements together and his contribution to the team was outstanding.

From the analysis to team management to the client management, Dan performed all that was asked of him and more.

I highly recommend Dan.

Paul Humphries
EMEA VP Marketing

Dan’s been a great asset to the Kellogg business and a colleague of mine for several years.

He has huge experience in analytics and uses his technical skills to help solve key commercial questions and provide powerful insight.

Aside from his technical ability, Dan’s a great guy and works very well with both internal and external stakeholders to build strong relationships.

Ian Akehurst
Director

I worked with Dan on several projects at ohal.

Dan brings together great analytic skills with incredibly capable management – he has an instinctive ability to inspire and motivate a team to do great work.

I am impressed with Dan’s ability to both dive into the details of a piece of analysis and still be able to take a step back and ensure that it relates to larger business questions that need answering.

I would not hesitate to recommend Dan for any work where actionable analytics are required.

Jerry Hogg
EMEA VP Sales

As the custodian of all our continuous retail and household panel data across Europe, Dan is instrumental in helping me and my team track the performance of our business across all sales channels in which we operate.

This work is vital to the overall success of our company as we strive to develop and grow in channels where we have traditionally been under-represented, such as e-commerce, discounters and high frequency stores.

Dan always maintains a positive can-do attitude, he is solution-oriented, he achieves alignment across multiple stakeholders and he is commercially astute.

I would highly recommend working with Dan.

Neil Charles
EU Senior Analyst

Dan’s a practical, no-nonsense business analyst and a great team manager.

If you want somebody to explain how to get the best from econometric modelling and other marketing analysis techniques, in an engaging and approachable way, definitely give him a call.

John Summers-Miller
UK CFO

Dan was very detail oriented and challenged the status quo to develop profitability models on our marketing performance.

Dan is a thoughtful leader and a great addition to any team.

Miranda Prins-Visscher
EMEA Marketing Director

It has been a pleasure to work with Dan in his role as European Director of Marketing Effectiveness at Kellogg’s.

He has significantly helped step change the France business through the implementation of his learnings over the last few years.

Dan is a much trusted and appreciated colleague due to his strong professionalism, drive to align, ability to provide clarity and his strong business understanding.

The key thing I particularly appreciate is his action oriented mindset, meaning that he goes the extra mile to define how we can implement learnings in markets to truly benefit from better impact.

Stephen Duggan
EMEA Brand Director

I had the pleasure of working with Dan on two separate occasions during his time in Kellogg where he supported me and my team with marketing mix modelling support on our brands in the UK and in several other European markets.

Dan acted as a key member of the team and could be depended on for providing thorough statistical analysis of marketing and sales activity with very clear and tangible recommendations on how we best invest in our brands to give the best opportunity at delivering long-term revenue growth.

Very personable and easily approachable, he also made what can be seen as a complex subject easier to understand and I would not hesitate to recommend him for any work he may undertake within this field.

Salvatore Costantini
EMEA Senior Manager Revenue Management

Dan is a fantastic team leader and manager, excellent technical / analytical / commercial skills, always able to bring strong results to the company.

Equipped with a great strategic view and approach, he has been able to stimulate and get the maximum from his team while never forgetting to coach and strengthen individual skills.

Pooja Sahgal
UK Marketing Manager

I worked with Dan at Kellogg’s from 2012 to 2015 on several marketing and commercial assignments.

Dan is very skilled in his area of expertise of analytics and modelling.

However what differentiates Dan is his market, business and consumer understanding.

He is able to understand the “crux” of the issue and partner with you to find the best solution/recommendation.

I have worked with Dan across many assignments, including evaluation of a new launch, recommendation of media mix, portfolio management, etc. and in each assignment he has value-added tremendously to really help improve the direction of the business.

Finally I have really enjoyed working with Dan.

He is very open, collaborative and energetic to work with.

He is a good team player as well as a leader..

Jose Barco
Southern Europe Commercial Marketing Director

I’ve worked with Dan for over 1.5 years, me being Marketing Director in Southern Europe and he being the Director of Marketing Effectiveness & Business Analytics in the Regional Headquarters.

Not only has he continuously demonstrated a highly professional and experienced attitude, but it has always been a pleasure for me to work with someone that listens to understand and does his best to help you improve and grow.

I trust and wish that our paths will cross in the future again.

Jeff Doud
US Director Business Analytics

I’ve worked with Dan for over six years at Kellogg’s, whilst he was European Director of Marketing Effectiveness and I covered Kellogg’s North America Marketing Effectiveness.

During this time, Dan continuously exhibited strong professionalism and a keen sense for business.

The insights and direction he provided were always very thorough, well thought out, and substantiated with strong analytic methodology.

In addition, Dan is a great guy, with a great sense of humour, and we always had a wonderful time working together.

Alext Tait
EMEA Digital Director

The programme Dan and his team have built up at Kellogg has been transformative in embedding an evidence based approach to their marketing communications.

I worked with Dan on developing this into digital and found him great to work with and passionate in helping to drive business results.

I’d certainly highly recommend Dan.

Susie O’Donoghue
EMEA Senior Manager Media Strategy & Planning

Having worked with Dan for several years, I have always been massively impressed by his analytical abilities, business insight and his capacity to deliver clear understanding and solutions to brand teams on very complex topics.

Extremely approachable and solutions orientated, he is incredibly competent in his field and I couldn’t recommend him highly enough.

Steve Cookson
EMEA Marketing Effectiveness Manager

I’ve worked with Dan in a couple of different roles over the past 12 years.

He always brings a wealth of modelling and marketing experience to the table.

Dan is generous with his time and excels at translating statistical findings into realistic business recommendations.

He also looks beyond the current campaign analysis to the long-term implications, building on past work to gain a deeper understanding of what makes marketing effective.

Angela Reay
UK & ROI Marketing Director

Dan, is a highly skilled and experienced professional who delivers exceptional insight and direction.

Key areas of strength are:

Providing clarity on key individual drivers of historic & future sales

Translating technical analytic output into understandable & commercially actionable marketing recommendations to grow brand sales profitably

Providing holistic understanding of advertising copy performance by integrating modelling results with other research studies

Strong subject matter expert with solid knowledge of all aspects of marketing

David Walker
EMEA Director Marketing Operations

I have worked with Dan for a number of years and I have found him to be very helpful in enabling me to assess the performance of the programmes I run.

He always strives to secure the answer and has provided me and my team with explanation and support as we set up programmes and were looking for ways to effectively evaluate them.

He has always been clear about the rigour needed in analysis but at the same time he takes a pragmatic approach which has enabled us to make business decisions.

Torsten Danker
Northern Europe Senior Manager Insight & Planning

I worked with Dan in my role as Head of Insight & Planning at Kellogg Northern Europe over many years.

Dan and his team delivered excellent support for our region in terms of sophisticated in-market data reports, sound interpretations and convenient technical solutions.

Additional to that I would like to underline Dan’s expertise on Marketing Mix Modelling.

His marketing mix models are a fantastic help to understand the business drivers beyond simple retail panel data – we found some “golden nuggets” which helped to steer and to improve the future business.

Dan is a very good team player, always supportive and he is excellent at converting market data figures into commercial stories and recommendations.

Luis Montoya Silva
Southern Europe Manager Insight & Planning

I worked with Dan in my role as Insight & Planning Manager for 2 years.

Dan has demonstrated strong analytical and leadership skills.

Dan has managed the external information complexity across Europe to bring valuable insight into the business to improve Kellogg´s ATL and BTL return on investment.

Dan is always supportive and he is excellent in converting market data figures into commercial stories and recommendations.

Ruben Castro
EMEA Marketing Effectiveness

Working with Dan Rimmer was instrumental during my tenure at Kellogg’s.

Dan has an unrivalled combination of understanding the UK Cereal and Snacks Market, and an advanced technical expertise in marketing-mix modelling.

Working either with him or his team, was a great experience and the business has benefited greatly from many of his recommendations on how to optimise a brand marketing-mix.

Miguel Villar Lecanda
EMEA Business Analyst

I worked with Dan for almost 2 years in Kellogg while he was European Director of Marketing Effectiveness.

During this time Dan always helped me to develop my professional career.

Dan is a great analyst and excellent at translating statistical findings into real business recommendations.

He was key for me in learning how to look beyond the numbers to understand what the main drivers in a campaign are.

It was great to work with and for him.