Daniel Batey

Managing Director | Union Data

With 20 years’ experience in the database marketing and analysis arena, working both client side and supplier side, I have worked across many industry sectors with leading UK brands. During this time, I have managed a global database of 100m customers, developed geodemographic products, built and deployed many segmentation and predictive models, designed data-driven customer journeys, and managed teams of analysts delivering many types of actionable customer insight projects. Admittedly, that’s a lot to take in. 

For the last seven years I have been working with the Union Group on many data strategy and analytics projects. Clients include Scottish Friendly, Worldwide Cancer Research, VisitScotland and Food Standards Scotland. With many companies looking to realise more value from their data, we feel that now is the right time to expand our offering to help clients become more data-driven; and then link the data projects to definitive business or marketing activations through the rest of the Union Group. Which is why I have recently launched a new company as part of the Union Group – Union Data. We are already working with clients on a wide range of projects.