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Shop Direct's latest senior hire to focus on data analysis


Shop Direct has continued its investment in data and personalisation by hiring Gael Decoudu to head up the company’s data science and digital analytics.

With over 10 years’ experience as a leader in analytics and statistics, Decondu will lead a team of over 20 people to uncover insights through data analytics within ecommerce for the UK’s second largest pure play online retailer.

According to Shop Direct, which runs, and etail brands, these insights would help improve the end-to-end customer journey –making it more personalised and assisting senior-level decision-making within the company.

“[Shop Direct] is using its remote retail heritage as well as new methods in data analytics to understand its customer and improve their experience,” said Decondu, a qualified data scientist.

“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.”

Decondu previously held statistics roles at Lloyds Banking Group and Capital One, and will Shop Direct’s Liverpool head office after a stint at Vistaprint, where he led a global team as director of data science from its Barcelona office.

Group deputy chief executive Gareth Jones, who is responsible for customer intelligence at board level at Shop Direct said: “Gael has outstanding experience in leading teams that use advanced analytics to create commercial advantages.

“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 asset, as well as new ways to analyse it and unearth insight.”

Published on Wednesday 29 June by Elias Jahshan

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