New leadership for Jaywing's data science team

14 March 2019 / Jaywing
I am delighted to announce that Dr Catherine Kelly has been promoted to Marketing Practice Director. Catherine first joined our data science team in 2017 and has been instrumental in the development of our marketing effectiveness proposition, implementing AI within attribution modelling and introducing more of a focus on data-driven personalisation and econometrics.


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Catherine has been an asset to the business from the day she joined, so we are delighted that she will now be taking a strategic lead as Marketing Practice Director.


At a time when brands are scrutinising their marketing spend and increasingly want to understand which channels bring the most value, Jaywing has become a pioneer in next generation data attribution modelling. Combining sophisticated mathematical thinking with machine learning, this approach is increasingly at the heart of the marketing landscape. Meanwhile, there is a huge opportunity for brands to enhance customer journeys through the application of AI and data-driven personalisation techniques. We are delighted to have Catherine’s expertise in delivering all of this to our clients.


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Catherine is an accomplished mathematician with a PhD in Mathematics and has worked in marketing and data science her entire career. Before joining Jaywing, she held the role of Senior Manger within the Data Science team at Asda.


Our team of data scientists is now more than 70 strong. We offer a rapidly developing portfolio of data and marketing services to clients across a variety of sectors, including retail, financial services and travel and leisure, working with brands including Mazda, Jet2 and first direct.