FEATURE9 September 2020

Edwina Dunn in seven

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In the latest of our In Seven series, we speak to Edwina Dunn, chair of Starcount and one of the founders of Dunnhumby, later acquired by Tesco. In 2015, she launched non-profit organisation The Female Lead, and is a commissioner at the Geospatial Commission, as well as a non-executive director at the Centre for Data Ethics and Innovation. 

Edwina Dunn headshot_crop

1: What has been the most significant development in data science since you co-founded Dunnhumby?

In 2000, when I told the leader of a financial services organisation that data would become strategic, he laughed. Well, not only is it now fundamental, but it is also an essential management and decision-making tool. When we launched Tesco Clubcard, we were the first and only. A year later, Amazon declared its mission statement: ‘To be Earth’s most customer-centric company.’

2: What is the biggest hurdle organisations face in extracting value from data?

Knowing what you need to understand consumers and behavioural patterns takes time and experience. Data science is all about nudge behaviour – driving new actions and creating automated, intelligent triggers. It’s a combination of art and science, which requires knowledge of the way a business works, its quirks and operational limitations. Also, it’s important that your data science is able to tell you an ugly truth or two, not just what you want ...