Meet new MetaMetrics analyst Andrea – who builds models by day and writes thrillers at night 

MetaMetrics is delighted to welcome Andrea López Sánchez to the team. 

Andrea joins us from Annalect, part of Omnicom Media Group, where she spent six years building deep expertise in Marketing Mix Modelling. 

As part of our consulting team, her focus is on ensuring that analysis doesn't just inform – it drives decisions that genuinely matter. 

Away from the models, Andrea is an indie music fan, an active Bookstagrammer and is currently working on a thriller while taking writing courses. 

We sat down with her to find out more – here's what she had to say.

Can you tell us about your background and what led you to MetaMetrics? 

“I've spent the last six years at Annalect, part of Omnicom Media Group, working on Marketing Mix Modelling and helping clients understand the impact of their marketing investments. 

“Over time, I became increasingly interested not just in building models but in how those insights actually translate into decisions. 

“That's what led me to MetaMetrics – the opportunity to focus more on the consulting side and drive real impact from the work we do.” 

What would you say is your professional superpower - and how does it show up in your work? 

“Turning complex analysis into a clear, relatable story that clients can actually connect with and act on. 

“I always approach problems with both an analytical and a marketing mindset. 

“Beyond understanding the data, I think a lot about how the insight will be received – what matters to the client, what might create resistance and how to frame the message so it actually drives action.” 

Can you tell us about one project you’ve previously worked on which you are really proud of?  

“I had an automotive client I worked with for several years. As the relationship grew, the scope of the work expanded across multiple brands within the same group. It was really rewarding to see that growth driven by trust in the work we were doing and the impact it was having. 

“It taught me that data on its own is not enough. The real value comes from understanding the client’s context, putting yourself in their shoes and focusing on their real problems.  

“If insights don’t lead to action, they don’t create impact – and that’s ultimately what matters. 

We hear you're making quite a move – tell us about your relocation from Spain and change in routine  

“Thailand is my favourite country, which is why I'm moving there. 

“I’m currently living in Madrid and my typical day has been quite structured – working from around 8.30am to 5.30pm, combining focused work with meetings and client interactions, and then usually doing some sport like spinning or yoga, or going for a walk. 

“Now that I'm moving to Asia, that will change quite a bit. I'll be working more in the afternoons and evenings – and using the mornings to explore and enjoy being there.” 

What are you most looking forward to at MetaMetrics – and what's already impressed you about the team? 

“After more than six years at Annalect, I was really motivated to experience a different way of working – new methodologies, new approaches to measurement and especially a stronger focus on how results are used. 

“I'm excited to keep developing my consulting skills and learning how to drive adoption and impact more effectively. 

“I really enjoy the team dynamic – and the fact that everyone contributes to each client.” 

What do you get up to outside of work – and word on the street is you have a claim to fame? 

“I love going to indie music concerts, writing – I'm currently working on a thriller while taking writing courses – and staying active through exercise. 

“I run a small Bookstagram and BookTok account that I started last summer. 

“It's still growing but I've already collaborated with a few publishers, which has been really exciting.” 

Finally, the quick-fire round: do you speak any languages, favourite film, favourite food and do you have any pets? 

“So I speak Spanish, English, and a bit of Italian. 

“My favourite film is probably The Lion King – I've seen it so many times since I was a child (and not so much a child!). 

“My favourite food will always be my mum's cooking but, if I had to choose, I'd go for Italian – especially tagliatelle al tartufo. 

“I have a dog called Iron – he's a 10-year-old mixed breed and although he now lives with my parents, he's still very much part of the family.”