Charles Shaw

Data Scientist, WPP Media

Charles Shaw

Econometrics · Causal Inference · Statistical Technology

I build econometric systems for high-stakes media investment, measurement and risk.

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Portrait of Charles Shaw

Forthcoming book

Causal Inference in Marketing

A Practical Toolkit for Panel Data, Volume 1: Foundations, Core Panel Designs, and Spillovers

A two-volume text on causal inference with panel data for marketing and media applications, under contract with Taylor & Francis / CRC Press.

  • PublisherChapman & Hall / CRC Press
  • PublicationNovember 2026
  • VolumesTwo
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Cover of Causal Inference in Marketing: A Practical Toolkit for Panel Data, Volume 1, by Charles Shaw

Advised

Methodological direction across government and commercial engagements.

Clients

UK government departments and public bodies; Toyota / Lexus, Electronic Arts, Amazon, easyJet, M&S, IKEA, Virgin Money.

Recognition

2023 MediaTel Awards, Best Agency Research Project (Winner) · 2023 Mediaweek Awards, Best Use of Econometrics (Silver) · 2019 IEA Richard Koch Breakthrough Prize (Highly Commended).

Decision systems

I build statistical systems used to make decisions where large media budgets and commercial risk are on the line.

  • 01

    Media investment modelling

    Enterprise-grade Bayesian media mix modelling that quantifies the return and risk of large advertising budgets across channels and markets.

  • 02

    Geographic experimentation

    Test-and-control platforms that measure the true incremental effect of media investment, built to withstand scrutiny from finance and audit.

  • 03

    Creative fatigue & measurement

    Monitoring systems that flag when advertising creative is losing effectiveness, protecting return on continued investment.

Get in touch

For methodological review, engagements, or speaking, reach out by email.

charles@charlesshaw.net GitHub Google Scholar