This is the result of his hard work, partnering with business functions in order to deliver value-generating projects independently. A key to his success within a complex organisation has been to keep the customer front of mind and ensuring he shares everything he learns with the wider team.
Two key projects have been core to his impact: an internal customer segmentation based on the behaviours, value and movement of VIP loyalty club members; an external market segmentation which shows the business which socio-economic groups are over- or under-represented in the customer base. Both achieved rapid adoption thanks to his passion and communication skills which means they are now common currency across the business and are used to formulate, target and measure marketing campaigns.
His academic skills have been applied to the geospatial analytics used by the business, such as creating a self-learning gravity model which dynamically updates store catchment areas. This has automated a previously manual process that took a month to complete, improving its quality and freeing analysts’ time. It was showcased to the group executive board and described by the CEO as “game-changing”.
Davies also stepped forward to organise user testing of core data sets as they migrated onto a new data platform, bringing his collaborative working style to a critical exercise. This ensured key components were signed-off, with learnings gained about the data shared across the analytics team, saving time and effort in other data migrations.
As well as his impact within the business, Davies advocates for careers in data by speaking at external events. He also continues to develop his technical and soft skills, building a supportive and positive working environment which has helped the analytics team to maintain its productivity throughout the lockdown and working from home.
