Matthew is a lead data scientist within Shop Direct. He is responsible for providing leadership and direction to a team of over 15 data scientists, including internal and outsource resource. Responsibilities include integrating advanced analytics into the various functions within Shop Direct, delivery of key strategic data led and enabled initiatives, and an internal academy designed to increase analytical capabilities across the wider Shop Direct analytical community. 

Recent successes include: 

- delivery of internally produce algorithms and solutions to increase website conversion and customer ease via personalisation of journeys, including the personalisation of website navigation, galley sort orders and the homepage. 

- providing a suite of analytical solutions to the sales and marketing teams to revolutionise customer management including: strategic customer segmentation, campaign incremenality modelling, customer value models, and marketing effectiveness measurement frameworks 

- the launch of an internal academy to upskill analytics across Shop Direct 

The above achievements have been key in securing a range of industry awards for Shop Direct, including: 

-Retail Week Customer Experience Personalisation Initiative of the Year 2015 for Personalisation Acceleration 

-Retail Week Technology Initiative of the Year 2016 for Personalised Sort Orders 

-Drapers Digital Awards, Best Digital Team 2016 for the eCommerce and Insight teams. He will be speaking on how actionable insights can help marketing and sales functions increase return on investment and deliver the right message to the right customer at the right time. 

Shop Direct has been on an incredible transformational journey from traditional catalogue retailer to leading digital retailer over that last 10 years and he has very much been a part of this. Their approach to Sales and Marketing has changed significantly over this period and the importance that analytics has played in this cannot be underplayed.