Patrick Webster Email and Phone Number

Managing the commercial application of a data science and analytics projects, partnering with retailers to optimise in-store product execution and revenue. Develop and deliver reporting and insight solutions and test-and-learn experimental designs to meet these objectives.

Leading the analytics and insight agenda for the snacks category across Western Europe. Work hands-on with data modelling, forecasting, analysis and consumer / shopper insight tools to build narratives and insight that unlock opportunities and drive change.

Maximizing the investment in research and customer data by generating true business intelligence, driving better decision making and planning across channel and category.Currently work across Grocery and Impulse channels, optimizing promotions / ranging and consumer,shopper and store segmentation via a range of predictive data models and interactive data viz. across grocery and impulse channels for three key categories, synthesizing in-house & third-party agency data sources to optimize shopper experience, promotional effectiveness, ranging, space and display.Tools used include segmentation models (e.g. K-means & hierarchical cluster analysis, decision trees) predictive models (linear & logistic regression, ensemble models, naïve Bayes), plus dashboards, scorecards and interactive data visualization, all maximizing data investment.

Developed and led the Insight function, delivering innovative, class-leading insight service to major accounts including Microsoft, Starbucks, Sony, LG, Lenovo and Microsoft Mobile (formerly Nokia).Developed & delivered insight and data science projects including key sales and performance driver analysis, quantification of ROI contribution of field marketing activity (linear and logistic regression, decision trees), sales force optimization algorithms significantly improving targeting efficiency (typically +20%), and customer journey analysis (spherical K-means cluster analysis and naïve Bayes segmentations using in-house primary research), building stronger client relationships & contributing to major account contract extensions worth £4m+.Set up and ran RMG’s full-service quantitative and qualitative market research division, offering online, telephone and face-to-face fieldwork, advanced analysis, interactive reporting and data visualization to reveal ‘the why behind the buy’ with 100% client delight.

Transformational management and reporting of product performance data for £625m entertainment business, as lead Insight contributor supporting Managing Director on the Grosvenor Leadership Team.Led successful introduction of cloud-based wide-area server-based gaming, a world first generating 128% increase in revenue where deployed.Introduced slots content and electronic roulette management via Bally data analytics, creating UK-first revenue management models giving double digit increase in gross profit in areas where introduced.Pioneered an evidence-based decision making philosophy – just one example of which generated over £55K of incremental gross profit per week at zero cost.Management of all ad hoc market research including IGT slots performance analysis leading to strategic change and 22% play increase.

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