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.