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5 minutes with Tom, an Insight Executive at SMG



When did you Join SMG?

February 2019


Describe your role in a nutshell?

My role largely involves analysing data in order to evaluate the performance of shopper media. I also work a lot with the client teams on other ad hock projects and assist in ensuring our clients are confident in our test vs control methodology. As we expand our capabilities I also spend a lot of time looking at new methodologies in order to better serve our clients.


What do you enjoy most about working at SMG?

I love my team, we have a great relationship and I've always felt very comfortable with them. My role is very challenging, there is always a new problem to be solved and that keeps me engaged, I feel like I am always learning & building my data skills.


What aspects of your role keep you challenged and curious?

Working with Plan-Apps I am constantly trying to innovate the processes. Thinking about how we can improve our capabilities, building our tools from scratch is certainly also a challenge.


Which SMG value would you say is your favourite and why?

People have a misconception that Data and Mathematics are very black and white standardised topics, there is so much creativity involved in problem solving so I would argue I embody the Stay Foolish behaviour the most as I am always trying to think creatively and try new things.


What piece of advice would you give to someone starting SMG?

Don't be afraid to ask questions, my background is in Physics not marketing and it took me a while to get my head around certain acronyms or concepts. Everyone at SMG has been in the same position and are always open to helping and upskilling each other.


How have things changed over the last year?

It was quite isolating at first, I don't think any of us had used video calls regularly before. It was a big change going from sitting with the team every day to only speaking over video. We have tried to maintain some of our team activities such as games nights on a Friday which have been a good way to unwind at the end of the week. I have also found that I have grown closer to colleagues across different locations as distance is no longer a barrier and they are just as easy to reach as someone who lives nearby me.



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