About Cognatic

Cognatic was founded on a simple belief: organisations do not suffer from a lack of marketing data. They suffer from a lack of clarity.

Modern marketing teams have access to more information than ever before. Dashboards, attribution models, campaign analytics, customer insights and commercial performance metrics are readily available. Yet many leaders still struggle to answer a fundamental question:

How effective is our marketing, really?

Cognatic exists to help answer that question.

Founded by two experienced marketing leaders with backgrounds spanning financial services, technology, digital transformation, brand strategy and commercial leadership, Cognatic combines practical experience with analytical rigour to help organisations better understand, measure and improve marketing effectiveness.

The company's flagship methodology, MEQ (Marketing Effectiveness Quotient), was developed to provide a broader and more holistic view of marketing performance. Rather than focusing solely on outputs or isolated metrics, MEQ helps organisations assess the quality of marketing execution, organisational alignment, operational effectiveness and commercial contribution as part of a single, structured framework.

Our goal is straightforward:

To help marketing leaders, executive teams and boards build greater confidence in how marketing contributes to business performance.

The Founders

Peter Prince

Peter Prince is a marketing leader with more than two decades of experience operating at the intersection of brand, communications, digital transformation and business strategy.

His career includes senior leadership roles across major financial institutions including The Royal Bank of Scotland, ICAP and MS Amlin, where he led brand, marketing, communications and digital initiatives through periods of significant organisational change.

Alongside his work at Cognatic, Peter also serves as CMO of LettsCore and LettsNews, where he is involved in developing technology ventures focused on publishing, media and content management. This gives him a distinctive perspective on the challenges organisations face as marketing becomes increasingly data-driven and AI-enabled.

His work has consistently focused on helping organisations connect strategy, execution and commercial outcomes, ensuring that marketing remains accountable, understandable and aligned to broader business objectives.

At Cognatic, Peter leads the development of the MEQ methodology, thought leadership and market engagement.

Chris Dixon

Chris Dixon is an experienced board-level business leader with a strong track record in commercial growth, customer strategy, operational transformation and organisational performance.

Over the course of his career, he has worked across consultancy, technology, customer experience and business transformation, helping organisations improve performance by aligning strategy, operations and customer outcomes. His approach combines commercial pragmatism with a deep understanding of how businesses create sustainable value.

Chris brings extensive experience in governance, leadership and organisational effectiveness, providing an important counterbalance to purely marketing-centric measurement approaches.

At Cognatic, Chris focuses on ensuring that marketing effectiveness is viewed through the lens of broader business performance, helping organisations understand how marketing contributes to commercial success, operational effectiveness and leadership confidence.

Why We Built MEQ

Throughout our careers we encountered the same challenge repeatedly.

Marketing teams could report activity. They could report spend. They could report campaign performance.

But very few organisations had a reliable way of assessing marketing effectiveness itself.

The result was often uncertainty:

• Marketing leaders struggled to explain performance confidently.
• Executive teams lacked a shared understanding of what "good" looked like.
• Boards received fragmented information from multiple sources.
• Important conversations became focused on isolated metrics rather than overall effectiveness.

MEQ was developed to address that gap.

It is not another dashboard, attribution model or reporting platform.

It is a structured methodology designed to help organisations understand where marketing is working well, where improvement opportunities exist and how effectiveness can be strengthened over time.

We believe better decisions start with better understanding.