Dr. Grace Kite

Dr. Grace Kite

Magic Numbers, Founder & Managing Director

With 20 years’ experience, Grace is a business economist who’s worked on more than 100 market mix modelling projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition

She has a blend of human and commercial skills you rarely see in data people. It enables her to join up different data sources, and tell stories that enable change. Her approach is to build partnerships as well as models. It means findings have real commercial impact and help clients to progress in their careers

Grace is a columnist at marketing week and a regular speaker on marketing effectiveness. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’

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 her own business, now named magic numbers.

Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix, and she was a technical judge for the 2020 IPA awards

At DMX Dublin, Grace will be joining two of our panel sessions.

Panel discussion 1:

The most interesting marketing metric you've never heard of

With modern marketers drowning in data and metrics, finding signal in the noise can often be difficult without spending heavily on bespoke research. 

But in 2020 we saw the growth in popularity of a simple, generally applicable and useful measure that allows us to generate category wide insight.

At a simple level 'share of search' provides us with an elegant way to measure market share, but can also be used to generate unique insight about customers and competitors.

So why has a measure that has been staring us in the face for years and doesn't require a big budget to develop become such a hot topic?

Chaired Rothco Accenture Interactive Media & Performance Lead Shane O'Leary, this panel will examine the context behind this new metric and deeply examine the benefits, limitations and use cases for 'share of search'. 


Panellists include: 

- James Hankins (Vizer Consulting), the ex agency strategists who's research and writing helped uncover and popularise the measure 

- Grace Kite (MD & Founder at Magic Numbers) a marketing effectiveness expert who will help attendees understand how this metric fits into a balanced measurement strategy

- Prof. Mark Ritson (Marketing Week Mini MBA) who will tell us why SOS might lead to the development of 'one the most exciting and useful marketing metrics of the near future 




Panel discussion 2:

How profitable is your advertising? Econometric Modelling in practice

Marketers create real value and growth for their companies. But we are less good at proving it to our CEOs and CFOs. Learn how Irish brands are using Econometric Modelling to prove how profitable their marketing is. This session tackles questions about what it is good at, what it is less useful for, best practice in modelling, as well as practical questions about the costs and timelines to implement. 

Joining this panel discussion is Louise Cook, Managing Director of Holmes & Cook, Dr. Grace Kite, Managing Director & Founder at Magic Numbers, Michael Dargan, Head of Consumer Marketing at AIB & Ronan Brady, Managing Director of Data at Core. This panel will be facilitated by Paul Dervan, CMO at the National Lottery.

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