Paul Dyson



With more than 30 years’ experience in marketing effectiveness, Paul is one of the industry’s most well-respected and sought after practitioners. He founded Data2Decisions in 2001, growing the business to become the respected global network it is today, now part of the Dentsu Aegis Network. Paul now leads the consultancy’s global assignments and continues to contribute to Data2Decisions’ ongoing research and innovation.


Prior to Data2Decisions, Paul worked at Millward Brown where he set up the econometric modelling unit, and Mindshare where he oversaw the Advanced Techniques Group globally.


He sits on the advisory editorial board of the International Journal of Market Research and holds a first class degree in Economics and Statistics from the University of York.


A published thought leader, you can find some of Paul’s most popular reports and expert opinion pieces here:


The Top 10 Drivers of Profitable Advertising report

Building the case for long-term advertising report

Digital attribution isn’t enough – a Q&A with Paul Dyson for ExchangeWire