Ed Pettipher
Head of Analysis
A highly skilled and experienced analyst with the rare ability to explain complex ideas, processes and results to a non-technical audience!
Ed started Data Matters UK Ltd in 2003 as an analysis bureau specialising in predictive analysis.
Previously, Ed was a Senior Analyst at The Jigsaw Consortium, a centre of excellence for relationship marketing set up by its three operating companies: Unilever, Kimberly Clark and Cadbury Trebor Bassett to pool all of their consumer data.
Ed’s responsibilities include
- Overseeing all analysis completed within the analysis team
- Reviewing and checking all work completed by the 6 analysts within the team
- Developing new methods and techniques for maximising the available data
- Carrying out proactive analysis projects to improve the effectiveness of direct communication campaigns and overall customer insight
- Recruiting and training new analysts
- Predictive model and segmentation building using SPSS AND SAS.
Ed is well-versed in developing projects to specifically answer companies’ business issues or queries.
He has worked with clients in many different sectors, including finance, mail order, charity, FMCG, leisure, telecoms and retail, and is experienced in presenting results, findings and recommendations to marketing teams.