Data democratisation at dunnhumby

Having invested time and money collecting them, few companies want to share data with other businesses. Yet sharing data with others is exactly what experts at dunnhumby, a multinational brand retail consultancy, recommend. It is advice that should be taken seriously, as dunnhumby has an excellent track record when it comes to big data. In the 1990s the firm promoted the idea that data from loyalty cards could be used to better understand customers. Tesco--one of the firm’s clients--liked dunnhumby’s work so much that it bought a stake in the company.

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