Helen Purslow

After graduating with a BSc Hon in Applied Statistics I focused my early career development in the emerging area of Marketing Analysis. 

 

I began at Lloyds TSB and then Abby National (now Santander).  I then moved to EHS Brann in 1995.  This was a time when the area of analysis and planning was taking off with the parallel development in computer technology.  We could process more data more quickly and so gain learning’s and insights about customer behaviour that we could only previously access through research. 

 

Brann pioneered the development of analytical tools with the investment in Viper, now SmartFocus and the forerunner to the Alterian platform.  Being part of this was exciting, challenging and a fantastic opportunity to learn & develop as an analyst.  I started at Brann as a Marketing Analyst and completed by career 5 years later as Head of Data managing a division of over 70 people covering data processing, database management and analytics, generating an income of £3m + per annum. 

 

This ‘big’ job wasn’t truly what I wanted and so I began Fullgroove with Hector Vass.  We provided database and data planning solutions to the Mail Order and Retail sector.  Although a highly profitable business I felt my skills were being used to narrowly and so in 2003 I decided to support the launch of the direct marketing arm of Golley Slater – Tomorrow RM. 

 

The collaborative culture at Tomorrow RM enabled me to use and develop my technical skills in a much broader way.  Working with excellent strategists I was able to push the boundaries of data planning and explore new ways to maximise the use of client data.  The extremely broad client base gave me exposure to numerous businesses from various sectors in both the B2B and Consumer space.   All businesses have unique challenges and this experience has provided with invaluable knowledge that I can use everyday. 

 

10 years on, I am now offering my skills to agencies and clients who don’t necessarily have the requirement for full-time support.  With the increasing amount of data available to drive marketing decisions it isn’t always clear where to start and where to find the genuine business advantages.  With my help, you will be able to maximise all your data opportunities and develop relevant, pragmatic and successful marketing programmes.