With nearly twenty years of experience in media and marketing measurement Ian Gibbs is the chief architect of the DMA's Intelligent Marketing Databank - an advertising effectiveness database of over a thousand campaigns. He divides his time between the DMA as their Director of Insight and Planning, JICMAIL as their Director of Data Leadership and Learning, and a diverse range of independent consultancy projects for clients including The Guardian, Comcast Freewheel and Twinings Ovaltine for whom he runs measurement projects, and trains teams on how to harness the power of effective measurement frameworks.