Three questions to ask when reading articles about artificial intelligence

You may have noticed by now that there seem to be a couple of recurring themes in the plethora of articles and news programmes about artificial intelligence (AI). These themes can be summed up as a) “The dangers of AI” and b) “The limitations of AI”. Articles addressing the dangers of AI tend to focus on issues such as the threat of widespread job losses to AI, the possibility of inherent bias (such as racism and sexism), the lack of transparency in decisions made by AI systems and, as a result, the inability to plead your case with AI (“Computer […]

Thinking of using spreadsheets for advanced analytics? Think again.

When we’re talking to potential clients about advanced analytics we often ask them what tools they’re currently using. More often than not they say they’re using spreadsheets. Spreadsheets are one of the most widely used tools for statistical analysis and of course, most businesses couldn’t run without them. However, when it comes to advanced analytics spreadsheets have some very significant limitations. Use them beyond their capabilities and the potential cost can be significant. As with anything, it’s important to use the right tool for the job. So, what are the things you need to consider when it comes to using […]

Expert insight – Paul Jackson, Head of Advanced Analytics, Bonamy Finch

Can you tell us a bit about yourself, your background and how you came to be where you are career-wise? I started my career in 2001 at Research International’s Marketing Science Centre, following a degree in Sociology and Social Policy. Back then I was working mainly on analysis of market research surveys. Over time I built up my expertise in branding and segmentation and then joined Bonamy Finch, providers of advanced analytics services to global clients around the world, in 2007. Back then we were mainly serving clients and agencies with statistical analysis and support on surveys, mostly Segmentation, but […]

Expert insight – John Gill, Head of Insight and Analytics, Betfred

Can you start off by telling us a bit about your background, and how you came to be working in the analytics field? I came to analytics via a somewhat circuitous route. My first degree was in psychology, then I did a postgraduate qualification in newspaper journalism. Obviously psychology is all about the science of behaviour which is very relevant to the field I’m now in – analytics and gaming. Newspaper journalism has also been very useful as it’s given me an ability to communicate facts in a way that’s compelling, and that people can understand. Professionally, I started out […]

Expert insight – Nick Di Paulo, Lead Customer Researcher, Hyde Housing Group

Can you start off just by talking a little bit about your background and how you came to be working in analytics in the first place?  Yes, I did research methods at university and was experienced at using spreadsheets and things like that, and that’s where I picked up SPSS, and then I got into survey design and have been working with it for seven or eight years now. In terms of job roles, I’ve moved around quite a bit but in similar kinds of areas with a focus on not for profit, and I’m now in a Customer Insight […]

5 key trends affecting technical training provision in predictive analytics

I have been in the business of delivering software applications and solutions that have advanced and predictive analytics at their core, in one form or another, for last 25 years. In a recent conversation with colleagues we were discussing how the wider market has changed and, more specifically, how this has affected the way that people who analyse data, create predictive models and help their organisations use them go about developing their skills and keeping them up to date. It feels to us that the dramatic developments in the availability and use of technology have had an equivalent impact on […]

Expert insight – Karsten Shaw, Director of Analytics, Populus

Could you start off just by telling us a bit about your background and how you came to be working in the area that you’re working in with analytics? I studied statistics with economics undergraduate level, then I went on to do a Masters in statistics at the LSE part-time whilst I was working at GFK. I worked on a joint project between the LSE and GFK looking at using statistical models to forecast demand for consumer goods. I’ve stayed in the industry since then. I’ve worked across a number of large organisations, and I’m now at Populus. What’s your […]

Expert insight – Matt Harrop, Head of Yield Management and Analytics, Ladbrokes Coral Ltd

What’s your background? How did you come to be working in analytics? I came from an accounting background and then moved into retail where I worked across a variety of teams in finance, marketing analytics and strategy for various different retailers. I then left that to join a consultancy working with loyalty card data. I really got into analytics in that role, and from there I moved across into the gambling industry which of course is very rich in terms of customer data and analytics. I’m now Head of Yield Management and Analytics, leading a team of eight people doing […]

Expert insight – Emma Brooker, Customer Insight Manager, L&Q

What’s your background? How did you come to be working in analytics? I suppose accidentally really. I studied politics at university, then I happened upon a short-term contract for a market research company doing data entry and progressed from there. I found the work interesting and enjoyed the projects I worked on. I moved to L&Q six years ago and have progressed up to where I am now, running the customer insight team. Did you study statistics at university? I had done bits and pieces of analysis as part of my degree but it’s mostly been a case of learning […]

7 things you need to know about key driver analysis (KDA)

In most businesses it’s not enough to simply be measuring outcomes like customer satisfaction, sales, customer churn rates, subscription renewals, customer loyalty, cancellation rates and so on. To gain competitive advantage you also need to know what’s driving those outcomes. Which aspects of the service you provide most influence how likely someone is to renew their subscription at the end of the year? Which factors most drive recommendations? Key driver analysis (KDA) can help you to answer these kinds of questions. KDA enables you to look for relationships between aspects of customers’ attitudes, needs and behaviours that you’re interested in, […]

The benefits of survey research and how online platforms can make the research process more efficient and effective

Surveys remain one of the most popular forms of market research, and consequently we regularly work with customers on large survey-based market research projects. Most commonly this is customer satisfaction surveys, and these can be one of the most valuable forms of data that a company has. We also have clients who conduct broader market research, going beyond their own customer base in order to learn more about a particular market or segment in which they are interested. Of course surveys are not the only way you can find out what your customers think. Sometimes they’ll tell you what they […]

Analytics predictions for 2018

As it is the end of the year I’ve decided to devote this blog post to some thoughts on where we see the analytics market going in 2018. Unlocking the analytics potential of unstructured data Enterprises are collecting ever greater quantities of unstructured data. A recent survey by Forbes showed that the number of organisations with over 100 terabytes of unstructured data has doubled in the last two years. However the same survey showed that only 32% of organisations have successfully analysed unstructured data. We see this changing in 2018 as the power and sophistication of text analytics platforms develops […]

How to ensure advanced analytics gives you a concrete competitive advantage

Most companies these days are aware of the potential value that advanced analytics could offer them. Lots of people are talking the talk of advanced analytics, hiring data scientists and investing in sophisticated analytics technologies. But these things on their own aren’t going to give you the competitive advantage that you’re hoping for. It’s not possible to bolt advanced analytics as an adjunct to your marketing or strategy function and hope that the magic will happen just like that. We regularly talk to people who’ve invested a lot of money in advanced analytics software and are wondering why they’re not […]

How will the GDPR affect big data analytics?

With less than a year to go until it comes into effect, organisations are really starting to get to grips with what GDPR will mean in practice. We’ve talked to lots of customers who are concerned about the implications that GDPR might have for the way in which they collect and analyse customer data. Much of what constitutes ‘big data’ is personal data and the use of this kind of data definitely does have implications for data protection, privacy and individuals’ associated rights. And these rights are going to be strengthened by GDPR. So does this spell trouble for big […]

Thinking of hiring a data analyst? What skills should they have?

Many of our clients regularly hire new analysts and we’re often involved in discussions about what the core skills are that they should be looking for. Similarly, I often talk to people looking to build a career in analytics who want to know what skills they need to develop. The most skilled analysts are in high demand because they blend together a range of skills that are rarely found in a single person. Here are the things that I think are really key. Domain knowledge about your industry It’s not enough just to have the technical skills. As we have […]