Phil is an experienced leader operating at the intersection of advertising, marketing, data, analytics, technology and media effectiveness.  He has more than 20 years’ experience working across publishers, agencies, startup tech and ecommerce business, across New Zealand, Australia, Singapore and the UK, and has helped drive results for the largest brands locally and globally.As Chief Data Officer at Dentsu Australia & New Zealand, he had oversight for the end-to-end data that fuels the marketing process:  The research data that underpins creative and media ideas; the people-based data for targeting and audience insights;  the media and performance data for reporting and analytics; and the econometric modelling for measuring effectiveness. He now runs a trans-Tasman company, Ground Control Data, that specialises in technology to help advertisers and agencies understand, optimise and predict marketing outcomes.