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Powered By Data

At Powered By Data, we support organisations at all levels of maturity, across a wide variety of sectors, to create a data-driven culture, maximise the value of their data assets and drive tangible business growth. 

The Powered By Data team have a wonderful alchemy of skills, and are united by a shared belief that data has the power to transform your business. 

Our Team

Our Leadership Team:
You're in good hands


Mark Emmett, CEO

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Mark has worked in data & analytics for over 20 years having worked across B2B, B2C and agencies. His experience also spans many different sized organisations, from those with a global footprint, leading teams of over 100 people across single and multiple markets and geographies, through to start-ups as a Board member. He was made a Fellow of the Royal Statistical Society in 2004 and contributes to the Society in several ways including judging award entries.

Prior to founding Powered By Data in 2015, he was Global Chief Data Officer for Dentsu, working with Proctor & Gamble, General Motors, Kellogg’s, The International Olympic Committee, RedBull, Sony, Diageo and Burberry. During this time, he was also part of the Data & Analytics working groups within Facebook (Menlo Park), Google (UK) and Microsoft (Seattle).


Andy Crellin,
Principal Consultant

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Andy has a wealth of expertise in data engineering, data science and data governance, with over 20 years’ experience in the industry. He is passionate about making data work harder and has a proven track record of building insight teams and promoting a “leading with insight” attitude within the organisations he works with. Prior to joining Powered By Data in 2018 as Principal Consultant, he held several positions such as Head of Data and Decision Sciences, Head of Insight and Director of Technology.

Andy has also been recognised by the industry and Andy was an inaugural member of the DataIQ BigData100.


Helen Scullion, 
Lead Econometrician

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Anna Blackwell, COO

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Anna has worked both agency and client side, leading teams across multiple disciplines such as creative, social experience, data, technology, CRM and media. Prior to joining Powered by Data in 2021, she held several executive level positions such as CRM Director for UK & IE, Client Managing Director, most recently Chief Operating Officer at Powered By Data and Interim Chief Information Officer at Peoples Energy (client of Powered By Data).  Anna has worked with some extraordinary brands such as Disney, Eurostar, Jaguar Landrover, The Economist, Very and Peoples Energy.


Matt Champion, 
Head of Advanced Analytics

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Matt is responsible for delivering innovative insight solutions for clients and shaping the team’s Analytics function. He has over 12 years’ experience in data and analytics roles and led the Fundraising Analytics & Insight team at the British Red Cross before joining PBD. Matt has experience working as an econometrics and marketing effectiveness specialist at consultancy Data2Decisions (part of media group Dentsu International). Here he delivered projects for a range of FMCG, automotive, insurance and telecoms clients, with responsibility across project planning, implementation and client delivery. Some career highlights for Matt have included winning ‘Team of the Year’ and ‘Most Powerful Insight Using Data Analysis’ at the 2019 and 2021 Institute of Fundraising Insight awards respectively.

Helen has worked in data & analytics for more than 20 years. She has a wide range of experience both client side and at agencies. Prior to joining Powered By Data in 2019, she held a number of senior data positions including Head of Marketing Effectiveness Analytics at Carat, Analytics Director at iProspect, Database & Analysis Manager at Retail Variations and Senior Analyst at Arcadia. She has expertise in a range of analysis techniques including Econometrics, Data Planning, Optimisation, Segmentation, Evaluation & Customer analytics, as well as experience in Consumer Research. Career highlights include industry awards for Best Use of Multichannel Data, and Best Direct Response Campaign, both for innovative use of Econometrics to launch a business (Sheila’s Wheels) and drive a step-change in marketing (Dell) as well as being selected to take part in Dentsu’s prestigious Women and Leadership programme.

A partnership with purpose


Powered By Data are passionate about building partnerships with purpose. We believe that exceptional results are achieved through regular and honest communication, an in-depth understanding of your challenges and a shared commitment to delivering against your objectives. We guarantee a swift response to queries, total transparency of approach and dedicated resource that doesn’t disappear. 


Powered By Data operate independently of media owners and agencies and are technology impartial providing you with recommendations you can trust. We are not wedded to any technology vendors and will always recommend the best option to meet your business requirements.

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