Sam Staton

As VP of Data Analytics & Performance Insights at DAZN, I lead the strategy and execution of data-driven decision making across the business. My role focuses on transforming complex data into clear, actionable insights that drive growth, improve marketing effectiveness, and optimise customer experience.

I oversee the development of advanced analytics capabilities, including measurement frameworks, attribution models, and experimentation strategies, ensuring the business moves beyond traditional last-click metrics to a more holistic understanding of performance. Working cross-functionally with marketing, product, finance, and technology teams, I ensure data is embedded at the core of strategic planning and day-to-day operations.

I am responsible for building and scaling high-performing analytics teams, implementing robust data infrastructure, and championing a culture of evidence-based decision making. By leveraging tools such as GA4, data warehouses, and modern BI platforms, I enable stakeholders at all levels to access reliable insights and act with confidence.

Ultimately, my role is to ensure DAZN maximises the value of its data—driving sustainable growth, improving ROI, and delivering a better experience for customers.