Hey, my name is
Anthony Tsui
MARTECH · ANALYTICS · AI
Turning marketing data, technology and AI into practical solutions for better decisions.
Years of experience
Enterprise brands
Industries
SELECTED IMPACT
A selection of outcomes across marketing measurement, data foundations and applied AI.
MMM, predictive modelling and analytics that turn
cross-channel data into clearer marketing investment decisions.
MMM · Modelling · Optimisation
Measurement, tracking, BI and data foundations that make
marketing performance more reliable, connected and actionable.
GA4 · BigQuery · BI · Server-side tagging
Conversational AI and GenAI-enabled analytics designed for
real workflows, human judgement and responsible adoption.
Chatbots · NLP · GenAI-enabled analytics
Career Experience
10+ years across marketing analytics, MarTech, data platforms and enterprise AI—from hands-on delivery to solution and team leadership.
2025-2026
Associate Director, Analytics – WPP Media
Led analytics delivery, solution design and interim department operations across global BI, MMM, spatial analysis and ad-tech governance. Reviewed and improved a regionally built GenAI-enabled MMM tool, making its model summaries clearer and more useful to planners.
2021-2025
MANAGER → ASSOCIATE DIRECTOR, DATA ANALYTICS — ESSENCEMEDIACOM
Led MarTech and BI consulting across measurement, data engineering and analytics—delivering MMM, automated BigQuery pipelines and privacy-first measurement solutions while helping double divisional data and technology revenue in 2024.
2018-2021
CHATBOT SPECIALIST → ASSOCIATE, CHATBOT TEAM — STANDARD CHARTERED
Coordinated an enterprise conversational AI programme from pre-launch planning through launch and post-launch optimisation across the public website, online banking and mobile app.
2016-2017
DIGITAL SPECIALIST — BEYOND MEDIA GLOBAL
Managed end-to-end digital campaigns and applied R-based customer segmentation to improve SEM performance, delivering a reported 400% ROI.
2014-2016
Research Assistant — HKU LI KA SHING FACULTY OF MEDICINE
Applied regression analysis to public-health research and co-authored two published studies on the health effects of air pollution.
Latest Writing
Your internal AI assistant should not unlock every document
An applied AI perspective on why an internal RAG assistant should respect document permissions, and why a company login alone is not enough.
A scan, five tabs, and a score from 0 to 100.
After an Otto scan, marketers open a five-tab health report: Summary, Doing good, Need to watch, Need to fix, and Log — with one score from 0 to 100.
Otto The Tag Auditor checks whether Google actually got the hit
Otto The Tag Auditor walks your site, scores tag health, and names the next fix when Google never received the hit.
LET’S CONNECT
Interested in marketing technology, analytics, AI, or a potential collaboration? I’d be glad to hear from you.