ABOUT
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.
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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 Leadership Team:
You're in good hands
Mark Emmett, CEO
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.
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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
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.
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Andy has also been recognised by the industry and Andy was an inaugural member of the DataIQ BigData100.
Will Laffin
Consultant Analyst
Anna Blackwell, COO
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
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.
Will is passionate about using data to empower people and organisations, supporting clients to leverage the power of quantitative information to improve their services and make better decisions.
Before joining Powered By Data in November 2023, Will worked for seven years in the charity sector, first at the British Red Cross and then for the Ramblers Association. Will has experience guiding customer data through an entire data funnel including working with different third-party systems, such as Facebook or Mailchimp, for lead generation, further engaging with customers by importing them into CRMs such as Salesforce and ensuring all relevant information is recorded and accurate, creating and deploying ETL processes through Azure or SSMS to take this information into a Data Warehouse, developing dashboard reporting and selections to provide an overview of past activities and ensure future communications are relevant, true-to-life and timely and taking the information into more advanced analytical tools such as Python to generate deeper insights
Will loves complex problems but strives to streamline difficult issues to their critical components so everyone involved understands the relevant information.
Some of Will's career highlights include when working for the British Red Cross, Will was part of the 'Team of the Year' at the 2019 Institute of Fundraising Insight awards. Developing reporting and analysis to support the Ramblers Don't Lose Your Way campaign to protect public rights of way in England and Wales. Supporting the Rambler's Paths and Access vision by providing easy-to-use and comprehensive reporting on the relationship between demographic indicators and access to nature and paths
Will plays chess in his spare time and is a season ticket holder of Crystal Palace FC.
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.