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DataIQ Awards 2023 winner – Best data and analytics team (Client-side): Burberry

The data and analytics team at Burberry consistently scores highest in team happiness, hits and exceeds long-term company targets, can fill senior roles almost entirely internally and delivers value directly generating £1 million per team member in revenue increases.
DataIQ Awards 2023 winner - Best data and analytics team (Client-side): Burberry

Data and analytics services

The data and analytics team at Burberry consistently scores highest in team happiness, hits and exceeds long-term company targets, can fill senior roles almost entirely internally and delivers value directly generating £1 million per team member in revenue increases. The efficiency of the team cannot be overstated as competitor econometrics teams typically contain 10-20 individuals for just the UK market, Burberry operates with just three individuals for all markets – this can only be achieved through trust, cooperation and a sustained level of comfort.  

“An incredible achievement in a highly creatively driven business. The value created on a per FTE basis is best-in-class.” – Judges’ comment 

Independent benchmarking places Burberry in the top 10% of large global businesses in terms of financial returns from its AI strategy and the Burberry data and analytics team is widely regarded as the finest in the global luxury industry. The company policy for the last five years has been to hire 1.5~2.0 engineers for every data analyst/scientist which has resulted in outsize delivery pace and volume for a team of its size. Furthermore, a strong focus on efficiency has shown ongoing investment in automation, data observability, standardisation and data engineering and MLOps disciplines. 

Burberry data team engagement scores are the highest in the digital division – 14 ppt ahead of the company average and still growing strongly, from an already high base, by 6 ppt in the last 12 months. 

The team generates £1 million per team member per year in cost savings or revenue improvements, mainly via benefits from media optimisation and personalised marketing, as well as being vastly ahead of the company average score in the digital division. Furthermore, loyalty within the team is incredibly high, with just 5% attrition per year. There is a substantial investment in personal training, with 10% of each week dedicated to training – most recently regarding generative AI tools.  

Almost all recruitment to the Burberry data and analytics team is of graduate and early-career professionals and all but one senior manager hires four years have been internal promotions. The data and analytics team surpass all of Burberry’s diversity, equality and inclusion targets with women and BAME staff over-represented in the manager cadre relative to both the rest of the team and the UK population, demonstrating the importance of diversity for an effective and class-leading team. 

DataIQ Awards 2023
Year: 2023
Category: Best Data and Analytics Team

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