Managing Director, Union Data
Daniel has 20 years experience in the database marketing and analysis field. His experience spans multiple sectors and UK brands including: Sainsburys, RBS, M&S and CACI. Furthermore, at International Masters Publishers, his work went global as he took overall responsibility for a customer database of over 100m customers across 32 countries. Daniel joined Union Direct and Paragon Customer Communications (formerly DST) in 2010 when the strategic partnership between the companies was formed. As Head of Data Planning for Union Direct he has; developed segmentation models for the Scottish Government, Business Stream and Food Standards Scotland, built a single customer view database for Velux that delivered multi-channel direct marketing campaigns for their commercial products and developed customer contact strategies for a number of clients. For Paragon, he worked with various clients including Chiltern Railways, Specsavers, Domino’s Pizza and The White Company. Promoted to Head of Analytics in 2012, Daniel managed Paragon’s team of analysts responsible for delivering customer insight and business. Recent projects include: segmentation models, developing marketing frameworks, churn and other propensity modelling, campaign analysis and development, and text mining analysis. In 2017, Daniel became Managing Director of Union Data, the newest company within the Union Group in response to growing demand for strategic data services from clients. Union Data has already helped multiple clients get ready for GDPR legislation and harness the potential of data to kick marketing up a gear. An approach Daniel calls: data sharpening.