John Halpin’s career of data insight
Categories: Big Data & Data Analytics
Tags: Tesco Bank
"When I first started out in my career, I was very small in the, what’s called IT in them days, computer programming, but an IT function. So I’d learnt languages of how to code and how to code information, be it data. That was quite interesting. A movement or a role, sort of middle management in that one, well I did a lot of stuff for marketing, in terms of the campaigns in them days, predominantly direct marketing, letters, notices. But big pieces of marketing, 10/15 years ago companies sent out hundreds of thousands, millions of pieces of paper in one go or all, in terms of one campaign, did a lot of that. But I was always slightly interested at understanding what was the results like. So I’ve written the programme, I’ve created this big computer programme that pulled a list of 100,00 people from a database and I’ve give it to Mr Marketeer. What actually happened, because I really want to know, did it work, did they not work? Was there any hotspots? Was the uplift better for target for your control? So very much more marketing questions than technical questions that I was in. That got me moving into more a marketing arena roughly at the same time, sort of the explosion in data warehousing kicked in, which is the very beginnings, the embryonic beginnings of big data, understanding people, building a single customer review. We’re talking about 15 years ago, so I got involved in that. I owned, I got given a role to own the data warehouse for the organisation I was in. And ever since then, I’ve been buried in data and driving insight. I’ve constantly been doing that and like loved it ever since really."