Sally
Dickerson
Sally Dickerson is the
Managing Director of the independent
econometrics consultancy agency ROI.
Analyses include brand return
on investment, split by communications
and marketing strand; the
impacts of advertising on brand sales,
brand market share, and total
market sales; and the exploration of the
variation between sales of
different stores in a retail estate.
Sally holds a degree in mathematics
from Oxford
University. In the early eighties she joined Mars UK,
running econometric programmes to
identify and quantify, and then
optimise marketing factors affecting Mars
and Pedigree Petfood
brands in the UK and
Europe. After five years, she co-founded The Decision Shop, a subsidiary of Ted Bates,
later Cordiant, running
econometric programmes for a varied list
of clients, diversifying into a
wide range of consumer brand analyses. In
1999 she set up ROI, an
independent econometrics consultancy
under the aegis of Omnicom
and OMD. Sally is an IPA advertising
effectiveness award judge, a
MRS course tutor and member of the
Marketing Society.