METAMETRICS - Key Persons
Andi joined us in 2025 as a Senior Econometrician, bringing a wealth of experience in applying econometric modelling to solve complex business challenges. With a background that includes roles at Sky and Ebiquity, he has a proven track record of delivering data-driven insights that drive strategic decision-making.
Outside of work, Andi is a dedicated Arsenal fan and enjoys exploring international cinema-particularly Korean films, which he appreciates for their storytelling and unique style.
Emer joined MetaMetrics in 2025 after beginning her career in marketing analytics at IDHL, following her graduation from the University of Liverpool with a degree in Mathematics and Economics. She has a passion for driving solutions, building frameworks, and loves a good Kanban board.
Outside of work, she's a keen runner and Harrogate Town supporter-though her football knowledge doesn't extend far beyond League Two.
Joel joined the MetaMetrics team in 2023 after graduating from the University of Reading with a first in Economics, specialising in econometrics. Joel is an econometrician and enjoys coding and automation.
As a keen traveller, he took a year out after university to explore South America.
Philip joined MetaMetrics in 2016 and brings a commercial, consulting focus to our work. He started his career in academia at the University of Cambridge, where, amongst other things, he taught econometrics to recalcitrant undergrads. He entered the world of marketing analytics in 2005. Since then Philip has held a variety of roles in and around Adland, in which he is an occasional but familiar face.
He is married to Joanna, and they live with their feisty pet rabbit, Betsy, in London.
With a passion for delivering exceptional client experiences, Rebecca has many years of experience in marketing and client management and is dedicated to providing tailored solutions that deliver insightful and impactful econometric projects that drive growth and, importantly, are understandable and user-friendly.
Rebecca lives in Derbyshire with her two extremely active children, Betty the pug and her tail-less cat, Chilli.
Sam joined MetaMetrics in 2013 and helped make it what it is today. He built our modelling platform and is super-creative when it comes to teasing out that last ounce of insight lurking behind every byte of data. This isn't always what he was doing for a living. He joined Lehman Brothers as an economist in 2004, and is still the proud owner of an original Lehman Brothers jute bag, a collectors' item since 2008. Seeing the error of his ways, he became part of the MMM world, working for Publicis Groupe, before being lured to MetaMetrics.
Sam lives with his wife, Claire, their two children and a host of animals, on their farm in Devon.
Tom Lloyd - Chairman, Founder
Tom is the founder of MetaMetrics and our wise, elder statesman.
He worked for 23 years mainly in large client organisations (Nestle, Kraft/Mondelez, SABMiller) holding local, regional and global roles in research and analytics before setting up MetaMetrics in 2010 with the goal of providing the level of service, consultancy and insight he sometimes, but not always, enjoyed himself.
Tom is married with ‘grown up' twin daughters and a small Cocker Spaniel, Henry. In his spare time he likes watching cricket and playing his (some would say) overstocked collection of guitars.
Virti joined MetaMetrics in 2025 after completing her Master's in Economics at the University of Bristol. With a strong foundation in market research and data operations, she is passionate about deepening her expertise in econometrics and thrives on working with complex datasets.
Outside of work, Virti is an avid film and television enthusiast. She particularly enjoys Korean dramas, which she follows closely with subtitles-proof that compelling storytelling transcends language barriers.