Why We're Here
Entropy specialises in Marketing Mix Modelling / econometrics and marketing consultancy.
Our client side, agency and data science experts work in partnership with brands to accelerate delivery against their organisations’ KPIs.
How we typically work
We start with the decisions you need to make and work backwards from there.
We often begin with a diagnostic to understand the business, the commercial context and how marketing really works today. Having spent years making these decisions at the most senior levels client-side, and now working across a wide range of organisations, we can usually see some immediate opportunities as well as the bigger questions that need solving.
That experience matters. We understand the realities behind the numbers: competing priorities, internal politics, budget pressures, imperfect data and the practical challenges of getting change through an organisation. So our recommendations are built to work in the real world, not just look good on a slide.
Sometimes that means marketing effectiveness. Sometimes it means a wider piece of marketing strategy, measurement or commercial advice. We bring in the right expertise for the problem, combining our senior core team with some of the best specialist talent in the market where it adds value.
Whatever the brief, we combine analytical rigour with senior client-side judgement to get to the heart of what is driving performance, what needs to change and what to do next.
Our purpose
Our purpose is to maximise trust and accountability in marketing.
We do that by proving and improving its positive impact to our clients, the industry and the citizen consumer.
One of the ways we differ from other consultancies and agencies is by doing this for our clients at the same time as engaging with the wider industry.
We do this:
For our clients
By measurably proving and maximising marketing impact to accelerate growth.
For the industry
By acting as a catalyst for positive change by embedding trust and transparency between stakeholders.
For the citizen consumer
By striving for a responsible approach to marketing in order to minimise any negative impact on society and the environment.
We apply our expertise both to advance the interests of the citizen consumer as well as to complement the work of the key marketing and ecommerce industry trade bodies.
Some examples of initiatives we’ve worked on are:
- Developing Dynamic Marketing Mix Modelling, a new form of econometrics to service brands focussed on digital commerce.
- Working with all stakeholders in the Out-of-Home industry, including ISBA and Outsmart, to resolve a long-standing perception of issues with OOH measurement by developing its measurement gold standard.
- Developing the first guidelines globally for trading on viewability in partnership with ISBA (so advertisers don’t pay for impressions that their prospects or customers don’t see).
- Entropy’s founder Alex Tait co-founded a separate not-for-profit organisation, Reform Political Advertising, that campaigns to bring electoral ad regulation into line with commercial advertising, with rules to prevent misleading claims. Reform Political Advertising is now supported by several UK political parties.
- We were a founding partner of the Conscious Advertising Network, which has come a long way since a handful of us in a room worked through its launch manifesto for an ethical approach to advertising. Landmarks have included two presentations to the United Nations.
- We’ve also launched and co-founded several initiatives to increase diversity in the eCommmerce and Marketing industries.
We are a consultancy led by values and purpose.
We established ourselves early in 2017 with the aim of putting the trust back into marketing. When we started, this struck a number of people as rather novel. With hindsight, however — given the trade and wider press coverage the issue has received — it has been on the money. A number of multinational companies started talking about the subject in 2018, and it was the main topic of most of the major industry conferences in 2019.
