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.

Approach to SegmentationThe advent of GDPR, upcoming ePrivacy legislation and significant social change over the past 30 years, has meant that customer profiling using traditional methods is becoming increasingly difficult. Understanding the customer has never been so important. Research proves that organisations that are able to predict customer needs and wants and communicate in a relevant and timely manner, hold stronger relationships with their customers than those that don’t. Outra’s new and agile approach to segmentation which is underpinned by cutting-edge data science techniques, comprises 2.9 million nano-segments and consequently helps marketers get closer to their customers.

Comments Simon Hay:

“We’re delighted that Professor Webber can join us on stage given his expertise. His insight into the evolution of segmentation and how new approaches can aid marketers with the challenges they face today will be invaluable for all delegates at TFM.”

Adds Professor Webber:

“When I first started working on segmentation back in the 80s the landscape was very different. Times have changed significantly since then but the traditional approach to profiling has stayed the same – until now. I’m excited at the possibilities Outra’s solution will afford marketers in terms of enhancing the customer experience.”

Professor Webber and Simon Hay’s session takes place at the MAd Tech and Data Driven Insights stage on 27th September at 12:05pm.


For further information contact Isabel Wood at Outra on 020 3880 8485

About Outra

Outra is a customer science business. Their suite of products and solutions are built on the most predictive data in the UK; including Home Move Triggers, Home Insurance Form Fill with unique Reinstatement Cost, and Quanta Segmentation built from comprehensive coverage of 29M households in the UK.

About Simon Hay

Simon has spent 30 years leading change through data, science and customer focus for many of the world’s leading retailers and brands. He spent 25 years at dunnhumby, the technology company owned by Tesco, including six years as CEO. He helped grow the business from a start-up to one working in 84 countries with 3000 employees. He is currently CEO of Outra, his third start-up business.

About Professor Richard Webber

Richard is the originator of the postcode classification systems Acorn and Mosaic and is a former Director of Experian. He is a visiting professor at the University of Newcastle and a fellow of the Market Research Society.