Analytics: the £25bn mistake

In just two very short years the analytics market in the UK will have doubled to be worth a staggering £25...

Q&A with Simon Hay, CEO of Outra

What is the science of segmentation and how does it affect our lives?Segmentation is one of the cornerstones of marketing and underpins the entire marketing strategy. Any organisation dealing with large numbers of customers or large volumes of data, will be using...

A new approach to segmentation

Simon Hay, CEO of customer data science specialist, Outra and Professor Richard Webber, originator of segmentation, take to the stage at Technology for Marketing to explore the evolution of this central marketing tool.The advent of GDPR, upcoming ePrivacy legislation...

Why is big data never there when you actually need it?

Earlier this summer I cycled from London to Paris to raise money for charity. Sadly, one of my dearest friends died training for the event. Beyond the tragedy I found myself having some unusual conversations with some big brands.Some of them – American Express in...

Viewpoint: The Importance of Confidence Scores

How confident are you about your modeled data? If you reply honestly, the answer to the question is likely to be akin to sticking your finger in the air and seeing which way the wind is blowing. The problem with modeled data is its very nature – it’s modeled....