Qualifications 

Hull University (81-84)

BSc (Hons.), Special Mathematical Statistics 

Sheffield University, (85-86)

MSc Probability and Statistics  

Chartered status with the Royal Statistical Society 

Work Experience  

April 1997-Present: [snip] Associates 

In April 1997 I set up my own statistical consultancy business. Since then I have been undertaking ad-hoc project work for a range of clients. The work generally falls into two camps; either market/social research or analytical marketing. Market research clients have included: [snip]

During this period I have also been employed (on a retained or project basis) by a number of marketing agencies, [snip]

Recent analytical marketing projects include: 

• The building of a household classification system (OGHAM) to be used within Ireland. This has been successfully launched within the Irish marketplace and is available commercially through PMI.
• Building of a needs based segmentation on behalf of BT. Working with [snip] and the Henley Centre I provided the means to build and apply a marketplace needs-based segmentation. This is curre[snip]y being introduced into the organisation. All segments are 100% attributable across the customer/prospect base and reflect real differences in attitudes towards use and adoption of technology.
• Building a range of predictive models that form the building blocks for a CRM process on behalf of Fiat.
• Construction of a testing and analytical process on behalf of [snip]. This should enable testing of data-driven initiatives within the field without too much adverse impact on the field team whilst maintaining the credibility of any test.
• Construction of a range of predictive models on behalf of [snip]. These were primarily to identify prospects more likely than their counterparts to switch providers within the telecommunications market.
• Segment attribution for [snip] (Ireland), fusing research based segments onto database records. Rates of classification improved from around 20% using traditional statistical methods (discriminant analysis) to over 70% - both overall and within each of the segments.
• Volume capacity planning for a provider of directory enquiry services – 118118 the Number.
• Segment attribution for the [snip]. This was a data fusion project to provide a bridge from market research segments to a customer database.
• On site consultancy for [snip]. Here I was used as a source for analytical ‘best practise’. Involvement ranged from providing advice on the construction of key performance indicators through to building business processes to ‘automate’ propensity modelling and define campaign evaluation materials.
• Investigative model building to identify groups of young people with differential rates of non-achievement given they were on work based learning. This involved construction of CHAID models using management information on behalf of a range of LLSCs. These included Berkshire, Hampshire and Surrey.
• A through-the-line segmentation carried out on behalf of [snip]. Data was taken from lifestyle providers, matched with readers and then a modelling/segmentation process undertaken such that the ultimate segments reflect lifestyle differences and can be applied to a wide range of sources. It has been successfully applied to the clients database, records from data providers and TGI and the NRS.
• Secondary analysis of information collected as part of a participant satisfaction survey on behalf of the [snip]. This involved identifying the main drivers of satisfaction and modelling work to identify different learner subgroups.
• A small business segmentation on behalf of [snip] Bank.

In the recent past, projects have also included: 

• A Needs Based Segmentation on behalf of [snip] motors. This involved the construction of segments identified through market research and migrating them to the customer database.
• Several upgrade models on behalf of [snip] and [snip].
• Upgrade and cross-sell models for [snip].
• Construction of a Defection Management system on behalf of [snip] motors. Having built a model to identify a driver’s propensity to defect from [snip], customers are scored and this implicit likelihood to defect is used as the basis of a communications program.
• Critiquing a range of client modeling and segmentation approaches. These have included several propensity models and a segmentation of the customer base on behalf of [snip], a segmentation approach undertaken by [snip] for use within the mortgage arena and a segmentation of the insurance marketplace for [snip].
• On behalf of [snip] a statistical approach to quantify the relative contribution of ‘above the line’ and ‘below the line’ spend.
• The development of customer segmentation approaches that integrate both market research and database items on behalf of [snip].
• Building of response and conversion models on behalf of [snip].
• On behalf of [snip], I undertook external client work and provided internal training and support. Amongst the projects undertaken, I completed a segmentation of the vaccine marketplace for [snip], a cross-sell and predictive modeling project for [snip] and a segmentation of the [snip] card customer base.  I also spent many months heavily involved in the worldwide deployment of a database marketing system on behalf of [snip]. This aimed to provide an end-user perspective in the planned deployment activities.  Specifically, my involvement entailed writing user guides (both methodological and process specific), undertaking software evaluation, interviewing key personnel involved in system deployment and the identification of gaps between planned and expected delivery.  Although based in London, a large proportion of the work was undertaken in the USA. 
• On behalf of [snip] International, I provided statistical support to all strategic projects that involved analysis of [snip] Card data. This included a major food-based segmentation of the Reward Card database and an extensive study into lapsing and declining behavior. This latter project involved the construction of a regression-based monitoring process that identifies when a customer’s behavior is in decline.

Previous Employment 

Senior Marketing Database Analyst, [snip], London, July 1996 - April 1997, 

I headed up the Statistical Consultancy projects team. I was the principal pre-sales contact point for all prospective clients and projects. I also acted as the lead technical support for any existing accounts on which there were particularly complex statistical queries. 

I undertook several projects for Tesco, both quantifying the impact of campaigns and segmenting the customer base. I also undertook segmentation projects for the Sears Group, Asprey, B&Q and the John Lewis Partnership.  I was also involved in a relationship marketing initiative for Glaxo Wellcome, which entailed an analysis of responses from an asthma census. 

Chief Statistician, Market and Opinion Research International (MORI), London, 1995 – 1996 

In this post, I provided internal statistical support and training for the company, as well as undertaking external client project work.  Internally, I set up and ran training courses for MORI’s new graduate trainees and for senior staff from MORI International.  Courses addressed the mathematical concepts of sampling, introductory statistical techniques and multivariate analyses.  I also introduced a series of SPSS software courses and sessions that were intended to raise awareness of the different types and uses of multivariate analyses. 

I was involved in a wide range of project work. These included: 

• Team leader for the two parts of the English House Conditions Survey (for the Department of the Environment) that were concerned with sampling and data provision.
• Segmentation projects on behalf of clients including British Gas, Bradford and Bingley Building Society, Clifford Chance and the Audit Commission.
• I also undertook secondary analysis of questionnaire data for the Competing for Quality Review, commissioned by the Cabinet Office.
• I managed and undertook all statistical analyses of a large study commissioned by the Joseph Rowntree Foundation, which explored the concept of community identity.
• I was also involved in product development work for both the public and private sector markets.  For example, the MORI Excellence Model attempted to identify the relative satisfaction levels of local authority residents, whilst controlling for factors extraneous to service delivery.

Principal Statistician, Research and Analysis Division, SIA Head Office, London, 1987-1995 

In this role I was responsible for all statistical consultancy projects including report writing and project management. I also had recruitment and managerial responsibilities.  The post involved the provision of methodological input at all pre-sales tenders, undertaking the statistical component of any research studies (e.g. sample construction, weighting and analyses), presentation of findings, report writing and external project management.   

Projects included: 

• Multivariate statistical analyses and report writing on customer, client and employee opinion surveys on behalf of the Marketing Organisation for a large pharmaceutical organisation. Those variables exercising greatest influence on satisfaction levels were identified and comparisons made between each group in order to establish whether the company had become too inward looking.
• Statistical support to the Metropolitan Police Service, to identify the number of cells that would be needed when constructing new police stations.
• Project management and analysis of responses to the Government’s Consultation Document on Measures to Tackle Discrimination Against Disabled People.  This culminated in the publication of Consultation on Government Measures to Tackle Discrimination Against Disabled People: An Analysis of Responses, 1995.
• Statistical analysis of questionnaire responses provided by individuals using the services offered by the Employment Service.   Differences in attitudes amongst different demographic sub-groups were investigated, along with the identification of factors that could impact on client satisfaction.
• Discriminant analysis of a psychometric study performed on behalf of a leading accountancy firm that considered the performance of accountants during their first year.  Research aimed to identify which newly recruited accountants were likely to be potential ‘successes’ in passing their part II exams.
• I carried out development and presentation of public seminars and training courses. These included courses on how best to use SPSS software, and courses on Business Forecasting Techniques.
• I undertook several projects in conjunction with Price Waterhouse, providing statistical analysis and software skills.  These included several pay and benefits surveys undertaken on behalf of the Office of Manpower Economics and the Civil Service unions.
• Statistical support and programming on a project for the Lord Chancellor’s Department, which looked at the restructuring of the Legal Aid system in England and Wales.
• Statistical support for the Mac Group on behalf of Bass Breweries, on research, which looked into, their strategic planning needs.  As a result of a report of the Monopolies and Mergers Commission, the brewery was forced to lose a number of their ‘tied houses’.  Using data they had on each pub, and utilising segmentation techniques, it was possible to identify those factors that helped to make a ‘successful’ pub; these pubs were then further profiled.
• Questionnaire design, project management and factor analysis on an internal project for Price Waterhouse that investigated the reasons why female staff were leaving the company.
• Statistical-profiling of early leavers from the Youth Training Scheme. This involved the identification of characteristics of trainees who left the scheme early and attempted to ascertain, through the use of multivariate statistical techniques, whether those that did leave without completing, gained as much as those who had completed it.
• Project management, questionnaire design, sample design, analysis and report writing of a customer satisfaction survey for Northamptonshire Police Service.
• Analysis of data from the Supreme Court Taxing Office in the Lord Chancellor’s Department. As there is a lack of information about the nature of costs in civil litigation, analysis was undertaken on a sample of bills from all such cases.  The aim of this was firstly to provide basic information to be incorporated into the interim report of the Woolfe Inquiry and secondly, to determine whether any modifications to the nature of data being collected were necessary prior to the main analysis which was to commence in August 1995.  The work was undertaken in conjunction with Prof. Hazel Genn at University College London.

Core Skills

Data Analysis and Presentation:

• Sampling, weighting and statistical analyses
• Multivariate statistical modelling techniques
• Database segmentation
• Critical assessment of statistical modelling approaches
• Presentation skills (pre-tender, work-in-progress and dissemination of findings)
• Report writing

Survey Process:

• Proposal design, writing and costing; pre-tender presentations
• Experience of many data collection methods including postal, face-to-face and CAPI/CATI/CAMI
• Questionnaire design
• An understanding of the nature and applications of qualitative research methodologies

Training:

• The design and delivery of a range of training courses - both at expert and more general levels. These have been given to internal staff and external clients. Courses have included the use and applications of statistical software; data manipulation and analysis; business forecasting; multivariate analysis; approaches to segmentation, etc.

Management:

• Recruitment and staff appraisal
• Management of a multi-disciplinary research team
• Detailed financial forecast and staff resource planning
• Liaison with clients: exposure to a wide range of clients - from central, local government and academics to clients across and private sector - management consultancies, financial services, market research, advertising agencies, ex-public utilities, etc.

Computing:

• Exhaustive knowledge of SPSS software and data manipulation techniques
• A comprehensive knowledge of SAS and the MSOFFICE range of products.
• Good knowledge of ACCESS
• User Knowledge of DOS, Windows, UNIX and VMS operating systems

REFEREES

On request