Daniel Batey

Daniel Batey

Head of Analytics, Union Direct

Daniel Batey

With 17 years experience in database marketing and analysis, working both client and agency side, I have worked across many industry sectors with leading UK brands including Sainsburys, RBS and Marks and Spencer. While working at CACI, I redeveloped one of their core geo-demographic classification systems, Financial ACORN. Furthermore, at International Masters Publishers, I took on overall responsibility for a global customer database of over 100m customers across 32 countries.

I joined Union Direct and The GIG in 2010 when the strategic partnership between the companies was formed. (The GIG, based in London, is Union Direct’s data partner.) As Head of Data Planning for Union Direct, I have developed segmentation models for the Scottish Government and for Business Stream (part of Scottish Water), built a single customer view database for Velux and have developed customer contact strategies for a number of clients. I currently manage a team of four analysts responsible for delivering customer insight and business understanding to all of our clients.

Recent projects include: segmentation models, developing marketing frameworks, churn and other propensity modelling, campaign analysis and development, and text mining analysis.

Management Team

Ian McAteer

Ian McAteer

Chairman, Union Group

Kyle Hardie

Kyle Hardie

Managing Director, The Union/Union Connect

Mark Reid

Mark Reid

Planning Director, The Union

Michael Hart

Michael Hart

Creative Director, The Union/Union Digital

Gus Chalmers

Gus Chalmers

Managing Director, Union Direct

Clive Goldstein

Clive Goldstein

Managing Director, Union Leeds

Dawn Kermani

Dawn Kermani

Creative Director, Union Direct

Nicci Motiang

Nicci Motiang

Deputy Planning Director

Karen Andre

Karen Andre

Business Development Director, Union Direct

Ruth Yee

Ruth Yee

Head of Art, The Union

Kris Kelly

Kris Kelly

Technical Director, Union Digital

Daniel Batey

Daniel Batey

Head of Analytics, Union Direct