Setting up an Insight Function – London Borough of Bexley 2016 to 2017
Set up an Insight Team from scratch. The Council had realised the value of data and how it could be used to improve decision making, understand it’s residents and bring objectivity to problem solving. My remit was to create the Insight function building a team, setting up processes sourcing tools and data. Much of my time was spent talking to managers to show the value of data and how it could help them in their service areas.
Helping a Travel Company move from booking to a customer view November 2017
The client had a very comprehensive view of how travel bookings changed over the year and some Insight into how customers behaved. My remit was to help the client make a step change in culture to understand that the customer was central. This involved building a SCV (Single Customer View) analysis engine that, when linked to Tableau, could help them understand customer activity over the past 3 years. Additionally, I helped introduce the client to a simple segmentation system that could be tracked over time.
Interactive Excel Based Savings Product Monitoring Model – Lloyds Bank – 2015 to 2016
Lloyds had simlified it’s savings product. My brief was to understand what the effect of the changes had been on the Customer base and produce a monitoring tool, in Excel that allowed managers to understand how the different metrics of the individual savings products changed pre and post product change. The end product was a highly interactive report system with intuitive Insightful graphics that could be used by managers in the Savings Team.
- British Airways – Marketing Database created from booking records
- IKEA – Preparatory work for launch of IKEA Family Loyalty scheme in the UK
- Avios/Airmiles – Campaign Analysis Report System, Profiling tool
- Eli Lilly – Drug side effect marketing profiles
- Syngenta Crop Protection – Segmentation System of UK farmers
- O2 – New customer Insight Report