Incubeta puts the intelligence into Marketing Intelligence and brings an end to siloed analytics teams

Incubeta moves analytics and data solutions teams closer to media teams, enabling marketing to prove its value by informing smarter media plans that help organizations outperform their wider business growth targets.

London, May 29, 2025: Incubeta has created a marketing intelligence team, placing its analytics and data solutions teams at the heart of its clients’ work.

A global leader in digital marketing, Incubeta helps clients navigate complexity in today’s ever-accelerating pace of change to deliver results that outperform.

Traditionally, analytics and data teams have focused on specific marketing projects, fixing problems, or measuring and tracking what’s already happened. This limits what intelligence they can provide, making it harder for marketing to prove its value.

The decision to bring analytics and data solutions together into a single team, and closer to media activation, supports smarter application of customer insight, modeling impact on business performance from optimizing media in line with emerging trends and insights in real time.

The agency has also introduced media mix modeling (MMM) as a key, always-on approach to media clients – helping them understand what drives incremental growth. MMM enables clients to measure media effectiveness and optimize budget phasing in line with genuine growth metrics that will help them outperform. Giving them the confidence that their investments in media add value outside of last-click attribution data.

Andrew Turner, MD, Incubeta UK, said: “We see ourselves as being a Marketing Intelligence business, because everything we do is rooted in Marketing Intelligence that supports clients to outperform their competitor and category.

“By surfacing strategic opportunities hidden in complex data, AI empowers Incubeta’s teams to deliver intelligence that is serviceable, understood, and operational at scale.

“Having measurement and Marketing Intelligence expertise and resources as a part of the media team is a place that many agencies talk about, but few have done successfully or in a meaningful way. We believe this move is addressing that.”

The team brings together all Incubeta’s data and analytics teams across EMEA. It combines multiple disciplines in one place, giving clients access to regional resources across Analytics, Analytics Consultants, Data Engineering, and Data Science.

The new team is led by Incubeta’s Operations Lead for Marketing Intelligence, EMEA, Leo McIntosh, and the analytics and consultancy teams by the EMEA Head of Analytics, Matthew Nixon. 

About Incubeta

Global marketing agency, Incubeta, empowers ambitious brands to harness marketing as a key driver of sustainable growth and long-term business success. With over two decades of experience and a global presence spanning 18 offices, Incubeta partners with leading brands like L’Oreal, ING, M&S, Les Mills, and Hyundai to transform complexity into clarity, drive innovation, prove value, and achieve measurable growth. 

Through its Seamless Approach, Incubeta removes barriers that hold marketing back and unlocks its full potential. By integrating creative, media, data, and technology across platforms, partners, and teams, Incubeta delivers transformative strategies and award-winning execution that drive growth, improve efficiency, and redefine what marketing can achieve. 

More than just solving today’s challenges, Incubeta empowers businesses to outperform targets, exceed expectations, and outpace competitors. Discover how Incubeta redefines the possibilities of marketing at incubeta.com and follow them on Instagram, X, and LinkedIn.