Boutique Marketing Analytics · London

Marketing
measurement,
modelled properly.

MMM & Econometrics Incrementality & Geo Testing 8+ years across global brands

Pureal Analytics is a boutique consultancy for brands that have outgrown standard dashboards. Marketing Mix Modelling, incrementality testing, attribution and the data infrastructure behind all of it — built by analysts who've spent years inside Vodafone, Canon and Unilever.

See what we do → Start a project
Experience drawn from
Vodafone Canon Unilever UTC
01 / Services How we engage

What we actually do.

Engagements typically run six weeks to six months, scoped around a measurement question your team needs answered. Below, the four areas Pureal goes deepest on.

→ 01

Marketing Mix Modelling

Econometric models that disentangle what's actually driving sales — from paid media to brand effects to external factors. Built to inform real budget decisions, not just inform a slide.

MMMTime-seriesResponse curvesBudget optimisation
→ 02

Incrementality & Experimentation

A/B tests, geo experiments, and incrementality studies designed, powered, and read out with statistical rigour. Find out what your marketing actually causes — not what it correlates with.

A/BGeo testingIncrementalityHoldouts
→ 03

Measurement Infrastructure

End-to-end GA4 and BigQuery pipelines, event tracking, and ETL — the data foundation that makes serious modelling possible. Your measurement is only as good as the layer underneath it.

GA4BigQueryPythonETL
→ 04

Decision Reporting

Executive-ready dashboards and insight narratives. The reporting layer that turns sophisticated analysis into the decisions actually made in marketing and exec meetings.

Power BILookerData StudioStorytelling
02 / Results What's been delivered

Tangible outcomes, not vanity dashboards.

A selection of results delivered inside global brand teams — the same playbook now available through Pureal engagements.

Canon EMEA
20%
Operational efficiency uplift from a centralised, real-time campaign reporting system.
Canon EMEA
30%
Improvement in data accuracy and accessibility across reporting surfaces.
Canon EMEA
20%
Marketing efficiency lift via attribution modelling on paid & affiliate channels.
Unilever
10%
Faster product innovation cycles through hybrid search-and-social research models.
03 / Track record Where the expertise comes from

A decade inside global brands.

Pureal is built on hands-on experience inside the marketing and analytics functions of Vodafone, Canon, Unilever and UTC — across B2C, B2B, e-commerce and CRM.

2021 — 2025

Canon EMEA

Senior Paid Media Performance Analyst

Led paid-media analytics across EMEA. Architected the MMM-ready data layer, built ETL pipelines in Python and SQL to integrate GA4 with BigQuery, and developed regression and attribution models that drove 20% marketing efficiency gains on paid and affiliate channels. Ran 10+ trainings to lift team reporting speed and rolled out a centralised dashboard that improved operational efficiency by another 20%.

MMM data layer Attribution BigQuery
2019 — 2021

Vodafone UK

Senior Digital Media Analyst

Worked across Brand & Drive paid-media teams for B2C and B2B. Restructured the data models and KPI reporting for leadership, eliminated redundant workflows, and spearheaded the Datorama implementation — building customised dashboards via API integrations that lifted the wider team's analytics capability.

KPI framework Datorama Automation
2018 — 2019

Unilever HQ

Data Insight Analyst — Global

Led global trend and consumer-behaviour analysis through Brandwatch, GA and social-listening frameworks. Created hybrid research models combining search, social and digital signals for predictive insight — work that accelerated product innovation cycles by ~10%.

Predictive research Social listening Global
2017 — 2018

UTC — Climate, Control & Security

Global Marketing Web Analyst

Built consolidated data sets across 15 international markets for reporting and forecasting. Directed the data architecture, mapping and content strategy underpinning the rollout of a new global corporate website.

Multi-market Data architecture SQL
04 / Founder Behind Pureal Analytics

Pureal is led by Safaa Long.

Eight-plus years building measurement systems inside the marketing and analytics functions of Canon EMEA, Vodafone UK, Unilever and UTC. Specialist focus on Marketing Mix Modelling, econometrics, incrementality and the BigQuery / Python pipelines that make all of it possible.

Educated in industrial automation, programming and global e-business in France. Now based in London, with ongoing research travel across Japan and the US on global marketing and consumer-behaviour trends.

Get in touch →
05 / Engage Start a conversation

Let's see what your data actually says.

Brief us on the measurement question your team is trying to answer — MMM, incrementality, attribution, or the infrastructure underneath. We'll come back with a scope and timeline within 48 hours.

hello@purealanalytics.co.uk →
  • Based inLondon, UK
  • StatusAccepting new projects
  • Engagements6 weeks → 6 months
  • SpecialtiesMMM · Incrementality · Measurement
  • Founder Safaa Long ↗