Jean-Noël Zeh, Chief Data Officer, 25 years of experience in scientific direction. Specialist in data fusion, machine learning and agent-based modeling applied to market research and audience measurement.
A career built on the combination of technical and methodological expertise, at the service of market research.
Strong expertise in data science and applied statistics: data fusion, machine learning (driver analysis, segmentation with digital activation), mobility and behavioral modeling.
At Ipsos, Jean-Noël Zeh leads the Data Management Center, the entity in charge of designing and deploying data and AI solutions for market research, audience measurement and customer insight.
He notably leads Mobimétrie, the reference audience measurement currency for out-of-home (OOH) advertising in France, presented at the ESOMAR 2024 world congress (Athens) and recognized with the Grand Prix Syntec des Études (2023 and 2024 editions) — a project that has mobilized close to 8 person-years over more than 4 years, with methodologies now deployed outside France (United Kingdom, Norway) and under evaluation in Japan, Ireland, Switzerland and Germany.
His expertise spans the full data value chain: from collection (panels, passive data, open data) to advanced modeling (Agent-Based Modeling, synthetic data), through to large-scale cloud computing (Google BigQuery, VertexAI).
Expertise built on real, national-scale projects, combining scientific rigor with operational demands.
Driver analysis, segmentation with digital activation, predictive models applied to behavior and consumption.
Simulation of synthetic populations and individual behaviors to reconstruct collective dynamics at scale.
Generation of representative populations calibrated on public data (INSEE) to overcome the limits of self-reported data.
Modeling of traffic flows and advertising visibility, outdoors and indoors (retail, transit, offices).
Industrialization of data pipelines on Google BigQuery and VertexAI to process billions of data points.
Integration of generative AI into analysis, methodological writing and market research reporting workflows.
Market sizing models combining machine learning and generative AI to strengthen and refresh market size estimates.
Design of report and presentation automation tools, integrating generative AI to accelerate research reporting.
Design and delivery of internal training in applied statistics, data integration and segmentation, upskilling research and data teams.
A selection of landmark projects, recognized by the research and advertising industries.
Design and scientific direction of the model that estimates the value of each of France's 600,000+ billboards, by simulating the movements of more than 4 million synthetic individuals.
Extension of the Mobimétrie methodology to indoor environments (retail, gyms, campuses, office buildings, then transit and airports), with an individual-level granularity unprecedented on the French market.
Scientific contribution to a European project (under the IPCEI AI framework) mobilizing synthetic mobility data to support the climate transition of urban and peri-urban territories.
Speaking engagements at professional and scientific conferences in France and internationally, and recognition of the Mobimétrie project by the research and advertising industries.
2023 and 2024 editions, for the Mobimétrie project: building a synthetic trip database using Agent-Based Modeling (ABM).
Selected for an international talk in Athens at the 2024 edition of the ESOMAR world congress, the leading conference of the market research industry.
Nomination submitted in 2026 for the indoor extension of Mobimétrie, in partnership with Ipsos bva; a co-authored op-ed was published in The Media Leader. Result not yet known.
A selection of trade press coverage of Mobimétrie and its recent developments.
Roadmap for the indoor rollout of Mobimétrie and Ipsos bva: accelerate, expand, simplify.
CESP methodological audit of the Mobimétrie audience measurement model.
Official press release from the French media measurement audit body on the methodology's validation.
A recap of the ESOMAR 2024 world congress, where Mobimétrie was presented.
Introduction of the new Mobimétrie audience methodology at its launch.
The approaches used — agent-based modeling and synthetic populations — draw on an established academic corpus in data science and transportation research.
Tailored support, from methodological design to industrialization, for research institutes, advertisers and advertising networks.
Design of data fusion methodologies, agent-based modeling, synthetic population generation and AI-calibrated market sizing tailored to your research challenges.
Scientific direction of audience measurement, segmentation or predictive modeling projects, from specification to results validation.
Speaking engagements at professional conferences (ESOMAR, industry symposia) on AI, synthetic data and the future of market research.
Upskilling research and data teams on machine learning, applied statistics, data integration, segmentation and generative AI.
A methodological question, an audience measurement project, or a speaking engagement to consider? Let's get in touch.