1. In a normal day, what kinds of data / analytics activities are you involved in?
Our Customer Decisioning team meets the needs of the business through the application of analytics & a focus on simple communication of insights. The team is also responsible for the generating customer data for campaigns and the development of analytical models to enhance our customer conversations.
2. What's the biggest challenges you face?
There’s always a great deal of work to get through and limited resource so prioritising effectively is key. But by strategically planning and looking ahead we are able to manage the workload.
3. What would be the proudest or most enjoyable moment in your analytics career?
There is no ‘one moment’ as there have been so many! My most enjoyable moment recently, was working with the team to successfully deliver a project despite the numerous challenges we faced over a 6 month period. It was a real team effort which provided me with a great sense of achievement at the end!
4. What advice would you give to a woman wanting to get into the analytics industry?
Technical skills are great but it’s important to remember there’s more to it than just that. Having a well-rounded skill set is essential as is the ability to translate analytics into business speak so that you can always be successful at getting your messages across to the business.
5. What do you think the future holds for women in analytics?
It has been a male dominated world for a long time and still is in some respects. Getting more women into this field helps to diversify the thinking and provides different approaches to solving business problems. Technology is changing at a rapid rate and the demand for analytics to improve the customer experience is intensifying. It’s a growing area and a great opportunity for more women to help shape this evolution.