Sammy Ahmed Ads measurement

Sammy

Director of Analytics at Spark Foundry. I design the tests, models and dashboards that show what advertising really did. Off the clock: retro games and basketball.

Press start
Rows of 1980s arcade cabinets under red light, with Atari and Taito banners hanging above
Cabinets at the American Classic Arcade Museum, where the high-score screens live.

Character sheet

I build the attribution frameworks and test-and-learn programs that tell Fortune 100 advertisers what their media really did.

10+
years in analytics
15+
people on my team, across the globe
4
years from senior analyst to director
2
degrees, in data analytics and mathematics

Base camp: New York, NY. Trained at Fordham University (M.S. Data Analytics) and Binghamton University (B.A. Mathematics).

Quest log

Newest first. The top one is still running.

Jul 2024 – present

Active quest

Director, Analytics

Publicis Spark Foundry · client Meta

  • Lead a team of 15+ across analytics, data governance and data engineering.
  • Close measurement framework gaps and pilot new measurement partnerships through A/B test iterations.
  • Build Databricks ETL pipelines and run SQL analyses in media cleanrooms.

Mar 2023 – Jun 2024

Cleared

Director, Marketing Sciences

OMD · client Philips

  • Built measurement frameworks and ran the full learning agenda lifecycle, from ideation to execution.
  • Led Agile MMM analysis that surfaced optimization opportunities for Philips media investment.

Jun 2021 – Feb 2023

Cleared

Associate Director, Marketing Sciences

Publicis Spark Foundry · client Citi

  • Led analytics and measurement strategy for the Citi Custom Cash card launch.
  • Piloted modern measurement frameworks and learning agendas to shape long-term campaign roadmaps.

Apr 2020 – May 2021

Cleared

Manager, Marketing Sciences

Publicis Spark Foundry · client Citi

  • Led analytical projects and reporting for Citi upper-funnel media campaigns.

Nov 2018 – Mar 2020

Cleared

Senior Analyst, Marketing Sciences

Publicis Spark Foundry · client Citi

  • Oversaw brand lift surveys across Lucid, Kantar, Marketing Evolution and Nielsen.
  • Built Datorama ingestion workflows from DCM and Innovid, and mentored the analysts around me.

Earlier quests

  • Analytics Specialist · Westmed Practice Partners, Purchase, NYNov 2015 – Jul 2017
  • Analytics Intern · St. Barnabas Hospital, Bronx, NYJun – Jul 2018

Spell book

  • Measurement strategy

    From discovery calls to methodology consultation and executive result delivery.

  • Brand lift

    Survey setup, processing and results across Lucid, Kantar, Marketing Evolution and Nielsen.

  • Marketing mix modelling

    Agile MMM analysis that shows where media investment can work harder.

  • Multi-touch attribution

    Attribution frameworks for Fortune 100 advertisers.

  • Test and learn design

    A/B test iterations and new partnerships that feed the next campaign plan.

  • Learning agendas

    From ideation through execution, so every campaign teaches the next one.

Equipment

Main handSQL
Off handPython
ArmourDatabricks pipelines
HelmTableau
BootsGoogle BigQuery
RingsAmazon AMC, Google ADH
AmuletDatorama

In the pack: DCM, Innovid, Google Cloud, Lucid, Adelaide, Kantar, Nielsen, DISQO.

An Atari 2600 joystick with its single red button
Atari 2600 joystick: one stick, one button.

Side quests

A high school player in a white shirt leaps with the ball above his head in an empty 1950s gym while the band watches from the stands
A jump shot in the Worthington High School gym, around 1955.

NYC Yellow Taxi Analysis

Big-data analysis of New York City yellow taxi trips on Google Cloud, with Spark SQL, shown in Tableau.

NBA All-Star Classifier

Machine-learning models that classify NBA All-Stars, built with Scikit-Learn, Pandas, NumPy and Matplotlib.

Boss battle

A wild Rim appears. Five free throws, and every make costs it one HP.

A wild Rim appears! Release when the marker is inside the yellow zone.

0 of 5 made

Continue?

Thanks for reading the quest log. The Rim is still waiting for a rematch.

A grey NES controller with two red buttons and a cross-shaped pad
The NES controller, 1985: a cross, two red buttons, Select and Start.