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Due to client demand for more data services the Union Group has decided to set up a new company focussed on more effective use of marketing data and providing technical data solutions. The new business will be called Union Data, and be based at The Union’s main offices in Edinburgh.

Daniel Batey is the Managing Director role of the new Union company. Daniel was  the Head of Data Planning at Union Direct for the last seven years and he was also Head of Analytics with Paragon Customer Communications in London. Ian McAteer will be Chairman and Gus Chalmers, MD of Union Direct, will join the new company’s board.

Union Data will specialise in helping clients drive real insight and commercial value from their data as well as helping them to stay compliant in an increasingly regulated market.  Union Data will offer the following services:

  • Data analytics
  • GDPR compliance and audit
  • Customer profiling
  • Segmentation
  • Actionable customer insight
  • Predictive modelling
  • Data management
  • Customer journey design

Daniel Batey commented: “It is a very exciting time in the data industry at the moment. GDPR is coming next year, something all companies need to prepare for. New data technologies are springing up all the time, and with so many highly skilled data people graduating from our universities we felt it was definitely the right time to invest in this area. Building on the successful work we have done recently across the Union Group’s diverse client base, including Scottish Friendly, VELUX, VisitScotland, and Food Standards Scotland, I am really looking forward to the challenge of enhancing our data offering.”

Daniel Batey
Daniel Batey, Managing Director of Union Data.

Ian McAteer, Chairman, said: :”Daniel has already demonstrated his technical ability and skill in the the data field, and therefore it was an easy decision to back him in this new venture. We think there’s a big gap in the market for what Union Data delivers, we increasingly see a demand from our clients for support and  help in this area. Many clients find the regulation and technical requirements overwhelming, and that’s where Daniel and his team come into their own.”

Union Data has already picked up three new projects in its first two months of operation. The agency will partner with Paragon Customer Communications in London for some data services, but employ its own team of analysts in Edinburgh. For further information, contact Daniel Batey on 0131 467 8651.