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Big Data to extend global customer base after Incremental deal

Neil Logan and Peter Ellen

Neil Logan, CEO Incremental Group, Peter Ellen, CEO Big Data for Humans


A Scottish customer insights company has forged a strategic partnership with a data science firm to enable it to extend its reach to global retail and travel companies.

Big Data for Humans will use its link up with Incremental Group to scale up its intelligence on customer behaviour, used by companies such as AirAsia, 7-Eleven and Selfridges.

Peter Ellen, CEO at Big Data for Humans, said: “With new clients like Molton Brown and Mountain Warehouse coming on board in recent weeks, we are seeing an increasing appetite to put customers at the centre of digital transformation strategies.”

Neil Logan, CEO of Incremental Group, which has close links to Scottish academic institutions, said: “We currently work with a number of organisations across both the public and private sectors to solve problems with data science.

“Our strategic partnership with Big Data for Humans will provide them with scale, flexibility and expertise they need to meet increasing demand as they enter this new phase of growth, whilst extending our reach into the travel and retail sectors.”

AirAsia, the world’s fourth largest low-cost airline, is both client and investor in Big Data for Humans, with the group’s founder and CEO Tony Fernandes sitting on the board of the Edinburgh based company.

Mr Fernandes said: “We know data is the new oil, but to empower management there’s a huge, very difficult process needed to refine vast data lakes.

“We invested in Big Data for Humans because they are world class at turning data into actionable insight”.

AirAsia is incubating its relationships with world class start-ups as part of a comprehensive digital transformation strategy.

Big Data for Humans caught the eye of the company in 2015 after graduating from the Techstars programme, a start-up incubator, with more than 300,000 alumina.

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