Clive Humby OBE
Chief Data Scientist
BiographyClive is best known for his work in retail at dunnhumby, using loyalty cards for Tesco and other retailers around the world. He is acknowledged as one of the worlds data pioneers, creating the first geodemographic data system, ACORN, in the 1980s and has an Honorary Doctorates from Kingston University and Sheffield University. He received OBE in 2019 Queens Birthday Honours for services to Data and Business in the UK.AbstractCreation of Consumer Mindsets and Passion at a local geography levelExploration of how Big Data methods can be used to derive consumer passions and mindsets from social media content consumption and how to map this to very small area, such as UK Postcodes.
Consumers express their interests from the "basket" of content they consume. To be truly effective for retailers and other businesses in a big data world we need to explore how these measures can be mapped to stores and local areas.
This creates a real time, local pulse that anyone interested in consumer mindsets can then interact with to understand and measure the key indicators of consumer preferences.
This is much more predictive than traditional demographics.