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
Led the delivery and optimisation of enterprise conversational-AI capabilities across digital channels, spanning vendor delivery, risk governance, NLP improvement, model training and production releases.
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
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.
A chatbot question is a conversion touchpoint. Treat it like one.
Why a site chatbot is a conversion touchpoint, and why marketing should measure the path to application — not only whether the bot answered the question.
Introducing Otto: agentic AI for marketing tag audits.
First post about Otto The Tag Auditor — agentic AI for marketing tag audits. Scan, evaluate, recommend, then scan again as a health check. Very initial stage: local build still early on crawl, recommendations, and results plus dashboard.
LET’S CONNECT
Interested in marketing technology, analytics, AI, or a potential collaboration? I’d be glad to hear from you.