KITE was established as an independent econometric consultancy in 2015 by Dan Rimmer
Dan is a respected econometrician and analytics leader with more than 20 years of experience.
Dan spent the first 7 years of his career at Gain Theory (ohal), one of the longest established and largest marketing mix modelling agencies globally. Whilst there, he led projects for some of the world’s best known brands in FMCG/CPG, Retail, Telecoms and Leisure. At the same time he headed up training and recruitment, as well as nurturing relationships with existing clients and winning new business.
This was followed by 10 years at Kellogg’s, where Dan was Director of Marketing Effectiveness and Business Analytics for Europe, Middle East and Russia. After building a marketing mix modelling function from scratch, Dan grew his team to 14 business analysts and econometricians in multiple locations. He completely redesigned the European analytics function in terms of structure, people, software and analytic approaches. This involved harmonising disaggregated data for the first time from 5 suppliers across 25 countries into a single data visualisation platform. Dan also introduced a highly successful decision making process for senior management built around quarterly econometric model updates, resulting in significant new revenue opportunities and improved return on investments.
Since 2015, Dan has worked as an independent consultant, fusing all of this experience with fresh analytics, to help his clients grow their businesses profitably and to develop rewarding careers for individuals.