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Our multilingual global team is spread across the world to serve over 1,000 clients in four continents. Along with our headquarters in Melbourne, Australia, we are also actively present in many of the countries where we do business, including major hubs – Dubai and Singapore.
Chief Executive Officer
Richard Webb joined the Board of Effective Measure in 2008 and became the Chairman/CEO of the company in 2012.
Richard was the CEO of Red Sheriff, a world leader and innovator in Internet audience measurement technology, from 1999 till it was sold to Nielsen in 2004. Under Richard’s leadership Red Sheriff grew its revenue thirty-fold, raised product development and geographic expansion capital in New York and London, expanded its global presence from a start up in Australia to become the world’s largest web analytics and market intelligence vendor servicing over 1,200 clients in 52 countries, and developed and launched a suite of patented software and technology application services. Post the sale of Red Sheriff to Nielsen; Richard assumed the role of President for Nielsen for the Asia Pacific and Latin American regions.
Founder & President
Effective Measure is the third high growth internet startup Scott helped found after successfully building and selling TheScene and Gate13. A specialist at identifying emerging Internet trends and building businesses designed to simplify and leverage these new opportunities, Scott was the initial CEO of Effective Measure. With the appointment of Richard in 2012, Scott has moved into the role of Founder & President, focusing on how Effective Measure adapts to and succeeds in the ever-evolving future of audience measurement and online advertising.
Founder & Senior Vice President – Market Development
James Robertson co-founded Effective Measure in 2008 after working extensively with prolific Internet Audience Measurement and Research businesses across Europe, Middle East, Africa, South East Asia and Oceania. As Effective Measure’s Senior VP – Market Development, James converts over ten years of high-level experience in the Internet industry into opportunities for growth in new and emerging markets.
Founder & Chief Platform Officer
Andrew co-founded Effective Measure in 2008 after building a number of start-ups over the past 10 years focused on e-commerce and the optimisation of online advertising. Andrew is passionate about leveraging the power of technology to disrupt markets, innovate and make new opportunities a reality. He was primarily responsible for architecting the Effective Measure platform and managing its growth across four continents, and now focuses on the platform’s long-term strategic positioning in the world of digital advertising throughout the emerging markets.
Chief Financial Officer
Mary is a dynamic professional with 15 years of experience in finance and corporate services roles, specializing in high growth organizations and start-up businesses, mainly across the IT and professional services space. She is CA qualified and is Fellow of the Tax Institute of Australia, Member of the Australian Institute of Management (AIM) and member of the Australian Human Resources Institute (AHRA). Mary’s achievements have been publicly recognized, being awarded the ICAA Australian President’s Prize for contribution to the profession in 2009.
Chief Technology Officer
Matt heads up the Engineering team at Effective Measure. With over 15 years in software engineering he has had significant experience building large successful online systems – both in Australia and overseas. Prior to joining Effective Measure, Matt was Chief Technologist at the London headquartered Betfair – one of the world’s largest online gaming companies. Over a decade, he led the re-architecture of Betfair’s systems and co-founded the advanced technology group to see a pre-profit startup of five engineers become a FTSE-250 listed company turning over billions annually.
Group Director – Media
Michael Roberton has worked at the nexus of Media and Technology for the last 15 years. From beginnings producing and editing content for radio and press, Michael’s life changed with the advent of the Internet, and shortly after he joined cutting-edge digital audience measurement business, Red Sheriff. During his career at Red Sheriff, Michael spent time on the technical, sales & account management side of the business in Australia, South East Asia, and the United KIngdom. Michael also spent four years working in New York and Los Angeles building and supporting business growth before returning to Australia as Director of Operations for Asia Pacific and Latin America after RedSheriff’s acquisition by Nielsen Online.
Contact Michael – firstname.lastname@example.org
Group Director – Brand & Data Insights
Tony Eustace joined Effective Measure in 2012. In his role heading the Data Insights team, Tony facilitates the integration of EM’s wealth of data/profiles with external sources, thereby creating incredibly rich insights that can be highly customised, actioned and exploited. In 1997 Tony co-founded Internet audience measurement company, IMR Worldwide, later rebranded as Red Sheriff. Tony was the primary driving force behind the development and global roll out of the world-first RedMeasure product. With a background in market research, Tony has developed, implemented and refined a range of unique new qualitative and quantitative research products and methodologies designed to take full advantage of the emerging digital media.
Regional MD – India
Abhimanyu Sareen joined Effective Measure in 2012 as Regional MD – India, to launch the company into India. After completing a BEng in Computer Science and an MBA from Imperial College, University of London, Abhimanyu spent the first decade of his career as an Investment Banker at ABN Amro in London. At ABN Amro, Abhimanyu specialised in advising Institutional Clients on the Indian Stock Market and emerging market IT companies. Abhimanyu then relocated to Melbourne, where he ran his own import house for the next decade and worked closely with Indian suppliers. With his cumulative experience building solid relationships with Indian businesses and influencers, Abhimanyu uses his extensive business networks to accelerate growth of Effective Measure in India.
Regional MD – Middle East & Africa
Brendon Ogilvy joined Effective Measure in 2009 and became the Regional Director of Middle East and Africa in 2010. He has over 15 years experience in the market research industry, focused almost exclusively during this time on online research methodologies. Brendon began his working life as a researcher in Auckland, New Zealand as a Project Manager for Phoenix Research, then as a Senior Research Manager at TNS and continued on as a Researcher for Emirates Airline and a Research Director for the first online research panel company in the Middle East, YouGov – where he was part of a management team that led a team of researchers from an early stage business to a well known and respected online research business within 2 years of operation.
Regional MD – SE Asia
Dinesh Arasaratnam joined Effective Measure in January 2009 as the company’s Commercial Director in the Middle East before becoming Regional Director – South East Asia in 2012. Dinesh was a Client Development Director at London-based research agency, Metro Research in 2006, where he implemented successful business strategies and drove sales to top UK MNCs such as Carphone Warehouse and O2. Prior to that, Dinesh was a Business Development Manager at global research giant Kantar, which at that time was known as TNS Worldpanel, where he was the top revenue generator in his team in his final year.