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Michael Young of MBN and Anne Connell of Havas EHS

MBN Solutions took great pleasure in attending, sponsoring and awarding an award at the recent DataIQ Talent Awards.  The award was presented by our CEO, Michael Young, to Anne Connell of Havas EHS.

Anne Connell is described as a ‘big project specialist’ who is able to look beyond the number to find business-changing insight. Thanks to her, clients such as Whitbread have been able to identify the impact of lost business and valuable customers.

As senior statistician, she regularly delivers integrated analysis and modelling solutions to clients. Recently, Connell led the data analysis on some crucial and game-changing projects for a new retail client, which included a data audit and RFV analysis for three different areas of the business.

Each of these involved analysing a three million-strong customer database and applying a recency, frequency and monetary value segmentation. Results were aggregated into active and loyal groups to reveal the potential opportunities, such as £4 million in incremental revenue to be gained from a 10 per cent reduction in lapsing loyal customers, or £23 million in lifetime value by increasing loyalty.

Using sophisticated statistical techniques, she has enabled Whitbread to apply a new strategy to manage decline in growth on mature business accounts, providing realistic spend predictions and stretch targets for campaigns. The model is now re-run twice a year to identify progress and to optimise resource allocation against each account.

Connell has the ability to combine a detailed understanding of a client’s data and requirements with the necessary marketing strategies to derive maximum return on investment. She often gets the vaguest of briefs at short notice, but always manages to knit the data together, build statistically significant models and produce coherent and valuable insight from the most unwieldy data sources. The judges which included MBN Non Executive Director, Russell Dalgleish said they were impressed by her business-critical work for clients.

The Event

The ceremony itself was a great event aboard the ‘Silver Sturgeon’ on the Thames in London, and one which facilitated key directors and senior staff of MBN Solutions catching up with many contacts and networked associates from the world of Insight and Analytics.

“It is our involvement in events such as the DataIQ Talent Awards that really cements our position as a leading ‘People Solutions’ Provider to those in this increasingly important sector….” said Paul Forrest, one of MBN’s Non Executive Directors.  Michael Young further commented that “it is always a pleasure to catch up with people we have placed in senior positions in leading businesses such as those represented by the awards and in attendance at the event”.

Forrest went on to say “it is clear that within a short period of time, we will see a CDO role emerge in the mainstream which will truly validate the importance of senior staff and managers in the areas of Insight and Analytics…. this can only be good for those businesses with the foresight to embrace such approaches to predictive analysis and those staff investing in their careers by seeking out a route to the top”.

MBN look forward to working more closely with DataIQ over the coming years.  A full list of winners can be found at the DataIQ website here.

Want to know more about how MBN can help you find the very best talent?  Are you a skilled practitioner seeking help with your career?  For a no obligation chat with one of our consultants, please get in touch here or through our contact page.

MBN senior team and guests at the DataIQ Talent Awards

MBN senior team and guests at the DataIQ Talent Awards