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Shop Direct hires first head of data science

Shop Direct has ramped up its investment in big data and personalisation by hiring Gael Decoudu as its first head of data science and digital analytics.

Gael Decoudu

Gael Decoudu

Decoudu will lead a team of 20 at Shop Direct and will be responsible for using data analytics to improve the customer journey, which includes increasing personalisation.

He joins from printing company Vistaprint, where he led a global team as director of data science from the business’s office in Barcelona. Decoudu has previously held statistics roles at Lloyds Banking Group and Capital One.

Decoudu said: “Shop Direct has quickly become one of the UK’s major ecommerce players, and its ambition in data science and digital analytics is unrivalled. The company is using its remote retail heritage as well as new methods in data analytics to understand its customer and improve their experience.”

He added: “Through even better data modelling and segmentation, we intend to unearth new actionable insight that can make the shopping experience even more relevant for our customer, which can help our retail brands thrive.”

Group deputy CEO Gareth Jones, who has responsibility for customer intelligence at board level at Shop Direct, said: “Using data to understand our customer and our business is one of the most critical success factors for Shop Direct today and in the future, and Gael has outstanding experience in leading teams that use advanced analytics to create commercial advantages.

He added: “As part of our strategy to become a world-class digital retailer, we want to develop insight from data analysis to create a more personalised experience at every stage of the customer journey. That’s what Gael’s team will be focused on and we intend to continue investing in our data assets, as well as new ways to analyse it and unearth insight.”

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