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Grace Kite

Opinion
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Grace Kite
Cookies are crumbling. Now’s the time for light, agile, market mix
22 January 2021 • E-commerce marketers will always be the richest of us in their access to data but, as 2021 progresses, their ability to properly evaluate decisions is increasingly being eroded.
Opinion
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Grace Kite
Is online marketing ‘the new rent’?
16 September 2020 • In 2020 online advertising is neither new nor under-analysed, and yet there remains a fundamental misunderstanding about the role it plays, says Grace Kite.
About Grace Kite

With 20 years’ experience, Grace has worked on more than 100 market mix modelling projects across all the main advertising buying categories. In each of these categories, she has developed an economist’s view of market trends and the true nature of competition. Her approach is to strive at all times to produce research that’s easy to understand, trust and use. After earning a PhD in Economics, Grace began her career using analytics to evaluate marketing, taking on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now called magic numbers.