more diverse, more challenging. The digital world has changed everything. Not so much because of what we buy online, but more because of the conversations we have; what information we exchange, the thoughts we share, and the opinions we express which convey ideas about what good and bad look like. To succeed in this environment a good product is just the starting point. To thrive we will need to be faster, more precise, more reliable, more mobile, more personalised and more recognisable than the rest.
Shopping is not a science. But it is science that is driving the changing behaviour of shoppers everywhere. The science is in understanding what is happening and why. The science is in creating strategies to meet the challenges that come from such changes. And the science is in deploying people and technologies which are capable of successfully implementing such strategies.
An expert in customer strategy and customer behaviour analysis, having worked in this field since joining dunnhumby in 1991, founding their insight department and developing world-renowned retail analytics solutions during the 1990s, including one of the first instances of highly targeted direct marketing in the grocery field for Tesco’s Clubcard. In 2002 co-founded retail analytics specialist 5one as customer strategy director, developing retail strategies for clients such as BP Retail, Pick n’ Pay, The Co-operative, Boots, Woolworths and Galeries Lafayette. During this time, 5one developed various technology solutions including an offer optimisation engine for Boots. In 2010, co-founded Zinc Retail with a focus on encapsulating customer centric retail methods into accessible and user friendly software applications. In 2014 Zinc’s Tripps behavioural analytics software was acquired by Aimia Inc. and Tripps is now used by many large retailers internationally including grocery, drug, department stores and fashion retailers. At the same time, Susan was co-founder of Keystone Consulting in South Africa, working with Woolworths, Clicks, eBucks and ShowMax.
More 30 years' experience in data analysis and information systems design, specialising in analytical platforms and marketing technologies, including 20 years in senior roles. Still enjoys learning, and maintains hands-on skills in various technologies including Python, Java and PostgreSQL Began career in government statistical service as a programmer, reporting on social security and developing forecasting models for government spending on benefits. In the mid 1990s moved into the private sector in order to enhance web development skills using object oriented engineering techniques. Worked on web sites for a diverse range of clients from Sony to the Department of the Environment - for which a bespoke search engine was developed. After working for several new media and publishing businesses became technical director at TPD before helping to launch The Interactive Agency, a direct marketing / CRM business, latterly becoming Chemistry PLC. In 2002 was one of the founders of 5one, an analytics and technology business, remaining as Group CEO through to its acquisition by Laser in 2007, and until completing an earn-out in 2010. During this time, 5one developed from a small UK start-up to an international consultancy with offices in London, Cape Town, Paris and New York. In 2010 was a founder of zinc, a technology business which focused on analytics automation. Zinc - and its TRIPPS software - was sold to AIMIA in 2014. In July 2016 founded Science of Shopping with partner Susan Rose.
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