Babita Earle

Babita has been working in the Market Research industry for over 15 years, initially focused on delivering brand, customer and market understanding for a variety of Technology and Telecoms clients, including Vodafone and BT. In recent years, Babita has been focused on the development of new passive measurement research techniques, married with traditional survey research, to offer greater understanding of the Digital Consumer. Of particular relevance is Babita’s leadership of GfK’s Media Efficiency Panel in the UK, which has been at the forefront of the development of new research analytics, to ensure that online communications are effectively evaluated. Babita’s primary effort has been directed towards the measurement of the Return On Investment of online campaigns, as well as marketing mix optimisation for large FMCG and Technology brands.