JUNE 2017

14 June 2017

The many faces of luxury: How londoners spend their time and money

Today, Insignia had the privilege of sitting in on an exclusive industry briefing on ‘The Many Faces of Luxury’ and how Londoners spend their time and money. Organised by Starcount, specialist data consultants, in providing an enriched lens of insight into exploring and capturing customer loyalty and engagement, the below highlights the importance of luxury brands capturing consumers at a perfect moment and nurturing brand love.

Read Article - Insignia

14 June 2017

M&S: Stop trying to understand customers through the lens of the brand

In order to truly understand customers brands must switch from looking inside out to outside in, says Marks & Spencer’s loyalty boss Nathan Ansell, speaking at an event held by data business Starcount.

Read Article - Marketing Week

7 June 2017

british department stores ranked top places to shop in london

A new report from data consultancy firm Starcount has identified Londoners' shopping habits. Department store Harvey Nichols has been crowned Londoners’ favourite brand, according to the research, with Selfridges, Net-a-Porter and House of Fraser close behind.

Read Article - Professional Jeweller


6 June 2017


londoners' love of department stores shines through in new study

A new report from data consultancy firm Starcount has identified Londoners' shopping habits. Department store Harvey Nichols has been crowned Londoners’ favourite brand, according to the research, with Selfridges, Net-a-Porter and House of Fraser close behind.

Read Article - Lingerie Insight

2 June 2017

does social media disguise or reveal our true natures?

How much can we really tell about a person from their social media profile? Edwina Dunn makes the case for focusing on what people follow, rather than on what they say.

Read Article - LinkedIn

MARCH 2017

29 March 2017

electric car marketers told to swerve green consumers

Car marketers are wasting their time – and their big budgets – by pushing their electric car brands to environmentally-friendly consumers; the vast majority of their target market are techno-heads rather than eco-warriors. 

Read Article - Decision Marketing

28 March 2017

Starcount: why e-cars are a tech sell, not a green purchase

Despite the apparently green credentials of battery-powered cars, only 14% of their audience are motivated by an environmental mindset. By contrast, 56% of those following e-car brands are tech savvy. The findings come from a study by Starcount, “Bringing the automotive customer into the boardroom”, which sets out to demonstrate how brand owners can understand the underlying interests of their marketplace and better orient their communications towards them.

Read Article - Data IQ

24 March 2017

question time for entrepreneurs

Leading business experts - including Starcount CEO Edwina Dunn - took part in a Q&A at the British Library.

Watch Video - YouTube

22 March 2017

Tesco Clubcard Creator: Girls think ambition is a dirty word

Edwina Dunn, the creator of the Tesco Clubcard, was a data pioneer before the words "big data" had past most marketers' lips. Now she is turning her expertise to tackling the lack of role models for women.

Read Article - Campaign

9 March 2017

what's the value of emotional loyalty?

At dunnhumby (the customer science company I co-founded), we pioneered the idea that previous shopping behaviour is predictive of future purchases; or, in other words, what you did directly relates to what you will do. However, this theory is only effective in relation to a small portion of consumer purchases...

Read Article - KPMG Customer Excellence Centre


23 February 2017

caroline worboys makes the 2017 dataiq 100 list

"Since joining Starcount, I’ve seen some fantastic strides in the field of customer insight, in particular using customer and social data to understand real people’s genuine passions, aspirations and motivations, and leveraging this insight to drive functional and emotional loyalty for brands..."

Read Article - DataIQ

22 February 2017

the future of social insight

“By really drilling down into social data, you can use it to understand and predict consumers’ buying habits and brand preferences,” according to Starcount chief data scientist Clive Humby, one of the founders of Tesco-owned data company Dunnhumby, writing in Marketing Week recently."

Read Article - Marketing Week

16 February 2017

breakfast briefing: bringing the voice of the automotive customer into the boardroom

Starcount is hosting an exclusive automotive breakfast briefing on Monday 27th March 2017, bringing to life how the digitally-savvy consumer explores and navigates the automotive market.

To register your interest, please contact Jade Wood at jade.wood@starcount.com.

15 February 2017

using customer mindsets to become a more meaningful brand

Is your brand meaningful? Should you care? While most brands would like to think of themselves as falling into the ‘meaningful’ category, a recent survey conducted by the Havas agency group suggests that the reverse is true. In fact, the majority of global consumers wouldn’t care if 74% of brands disappeared altogether. 

Read Article - LinkedIn

14 February 2017

Lessons in ambition from the world's most inspirational women

As a data science entrepreneur and an advocate for STEM subjects, I have often been invited into schools to talk to about my own career path, and female success and leadership in general. After speaking to young people on many occasions about their passions and goals, I noticed that girls often struggled to name female role models outside of their immediate family, while their male classmates reeled off sportsmen, politicians and well-known business leaders.

Read Article - Huffington Post

9 February 2017


Great article, though a little sensationalist, in today's Times on how programmatic advertising generates funds for terrorists. Whilst sensationalist in nature, the pointlessness of Programmatic Advertising methods is amply illustrated by the article...

Read Article - LinkedIn

7 February 201


If the result of the EU referendum and US presidential election have taught us anything it’s that what people say they’re going to do and what they actually do are two very different things. It’s for this reason that the accuracy of traditional qualitative and quantitative research methods are under scrutiny like never before. 

Read Article - Marketing Week

6 February 2017

Become authentic with third-party data

When it comes to building a data strategy, most organisations have, naturally, been focused on trying to get their own data into shape before looking outwards. All too often, however, infrequent transactions or a lack of direct customer engagement means that their first-party data only has limited value.

Read Article - LinkedIn

6 February 2017


Starcount Managing Director, Caroline Worboys, has been announced as the new deputy Chair of the Direct Marketing Association board. Caroline will be working alongside new Chair and Karmarama co-owner, Mark Runacas. The pair sat down with Michael Barnett to discuss 'authentic marketing', Brexit and GDPR...

Read Article - Marketing Week


21 January 2017

brand Beckham racks up £15 million

David and Victoria Beckham received more than £15 million in dividends last year after profits at their wide business empire rose by 400 per cent. The couple cashed in £28.1 million of dividends in total during the past three years, accounts show..

Read article - The Times

17 January 2017


leveraging data for customer centricity: lessons from a failed newspaper

There was a really stimulating article by John Sills in this month’s Market Leader Magazine. It discussed the lessons all business leaders can learn from Trinity Mirror’s New Day print newspaper, which closed down only three months after it launched last February.

Read Article - LinkedIn

17 January 2017

Cool or creepy?

This weekend saw two articles on the use of wearable tech at work. Certainly, the idea of helping your staff lead healthier lifestyles, discounted gym memberships, health services at work are all great ideas... but we need a proper debate on the consequences especially when the data starts to be collected and analysed...

Read Article - LinkedIn


9 December 2016

Emotional loyalty is for life, not just for christmas

It’s that time of year again: whether you’ve fallen for John Lewis’ bouncing Buster the Boxer, have been captivated by Burberry’s cinematic biopic, or teared up at Sainsbury’s animated tale of family life, the battle of the Christmas adverts has begun...

Read Article - LinkedIn


7 November 2016

Clive Humby: social media can predict purchases as well as preferences

The first question on any CEO’s lips when we talk about using social data to understand customers is: ‘That’s all very well, but can social media really tell me anything about my sales figures?’ Put simply: yes, it absolutely can.

Read Article - Marketing Week


31 October 2016

edwina dunn: 'Customers aren't all the same'

Tesco Clubcard creator Edwina Dunn revolutionised the way retailers interact with customers, making interactions much more personal. It’s the same kind of bespoke thinking that Investec offers, she says.

Read Article - The Telegraph

20 October 2016

Clive Humby: 'Customers are taking control of their data - it's the biggest opportunity we have'

Clive Humby, chief data scientist at Starcount, believes we are about to see a big change in the way that companies engage with customers using data. Humby, who describes his role as helping major brands engage more meaningfully with their customers and understanding audiences, is probably best known his work in developing the Tesco loyalty card.

Read Article - Computing


4 October 2016

Power of a data-driven customer experience

In today’s increasingly competitive market, businesses that don’t adopt a customer-centric approach are setting themselves up for failure.

“The explosion of the digital era, combined with growing consumer demand for a more personalised experience, has resulted in a shift in power,” says data expert Edwina Dunn, co-founder of dunnhumby and chief executive of Consumer Insights firm Starcount. “Harnessing customer data has become a valuable commodity for businesses wishing to succeed.”

Read Article - Raconteur


26 September 2016

WHat we follow on social media may be holding women back

Social media has opened up so many new opportunities for young women. It has empowered them to create and share their own content, to find communities of like-minded people and to expand their minds by learning from and communicating with people around the world. However, there is a deeply worrying trend. Evidence shows that what women love, and consume at scale on social media, is pretty one dimensional.

Read Article - Huffington Post

JULY 2016

28 July 2016

The One Size fits all method in marketing should be put to rest

When was the last time you took a deep-dive look at your customers’ interests? If it’s more than a year ago, think again: the marketing landscape is changing faster than ever. And if you want to keep pace, Starcount’s CEO and chief data scientist told Real Business, then you need to know exactly what makes your consumers tick.

Read Article - Real Business

28 July 2016

the key to digital campaigns is to segment by social media behaviour

We have all experienced the e-mail that is purportedly ‘personalised’, where the only hint of personalisation is the use of your first name in the opening line. Does it work?

Data from email providers MailChimp suggest that it doesn’t: the average results for UK SME email marketing campaigns last year found that fewer than a quarter of marketing emails (23%) are opened and of those, only 3% result in a user visiting the brand’s site.

Read Article - Marketing Week

21 July 2016

talking business: how data-driven celebrity tie-ups can drive fast fashion sales

Retailers must widen the data sets they look at to develop collections that perfectly suit their customers' needs, says data scientist Clive Humby.

Read Article - Drapers

17 July 2016

'Should arts be as important as science in schools?' Edwina Dunn on Sunday morning live

Starcount CEO Edwina Dunn appeared on Sunday Morning LIve in her capacity as Chair of Your Life, a campaign to promote the study of STEM subjects in schools.

Watch Video - BBC iPlayer

11 July 2016

analysis: should Marks & Spencer try to be "fashionable"?

Ask pretty much anyone with a passing interest in Marks & Spencer’s clothing performance (analyst, journalist, customer, non-customer) and they’ll have a strong opinion on what it’s doing wrong and how it should be fixed. For the most part the over-riding feeling is that M&S should stick to the basics, concentrate on its middle-aged and older customer and stop trying to be fashionable or trendy (and as for those celebrity collabs, forget it…).  However new research from consumer data expert Starcount suggests that this widely held belief is very much wide of the mark.

Read Article - The Industry

8 July 2016

m&S must engage fashionistas to grow market share

Consumer data insight company, Starcount, concludes that M&S is failing to engage new fashion consumers because it is turning its strategies towards the discount high street shopper, when appealing also to trendy fashion insiders through targeted brand collaborations could help it significantly penetrate the UK's women's fashion audience.

Read Article - Digital Marketing Magazines

7 July 2016

Four fifths of uk consumers want m&S to survive on the high street

British consumers want Marks & Spencer (M&S) to remain on UK high streets, despite the retailer reporting an 8.9% fall in clothing sales in the first quarter, new research reveals. Retail marketing specialist Live & Breathe found eight out 10 (81%) wanted M&S to stick around, rising to 83% among women and 87% of those aged 55 plus.

At the same time, Starcount, the consumer data insight company, has found that M&S is failing to engage new fashion consumers because it is turning its strategies towards the discount high street shopper, when appealing also to trendy fashion insiders through targeted brand collaborations could help it significantly penetrate the UK’s women’s fashion audience.

Read Article - Retail Times

JUNE 2016

24 June 2016

victoria beckham could be key to improving h&m's popularity, starcount claims

Victoria Beckham is the most influential celebrity amongst H&M’s biggest fans, and could be the key to improving the fashion brand’s popularity amongst key consumers, according to data analysed by Starcount, the consumer insight company.

As part of a new Consumer Insight Series, Starcount looked at social media data, studying which influencers are the most popular to different consumer segments. The recurring influencer across the fashion consumer audience is Victoria Beckham, who has yet to collaborate with H&M but has expressed an interest in doing so.

Read Article - Retail Week

21 June 2016

brand republic digital awards 2016 - finalists

Starcount is proud to announce that we were nominated as a finalist for the Email Strategy Award at this year's Brand Republic Digital Awards. We were recognised for our work on personalising Jack Wills emails. Congratulations to all the winners.

Read about our campaign here.

17 June 2016

edwina dunn speaks at iod women as leaders conference 2016

Starcount CEO Edwina Dunn was one of the 'inspiring and empowering' speakers at the annual IoD Women As Leaders Conference on 17 June. With a talk entitled 'The Future of Loyalty', she spoke about the importance of female role models, adding that Starcount data indicates that boys have a more diverse range of role models, based on who they follow on social media. She aims to change this with her project The Female Lead by creating 'a world where every child can name an inspirational role model'. 

Edwina also emphasised the importance of encouraging girls to study STEM subjects as a key step towards achieving gender equality. 

Read highlights from the event here.

13 June 2016

data iq talent awards 2016 shortlist

Starcount is proud to announce that we have been shortlisted for the 2016 Data IQ Talent Awards! We have been shortlisted in the categories of Data-Driven Digital Marketers for our work with Jack Wills and Data-Driven Brand Marketers for our work with Investec. Winners will be announced on 16th June.

Read the full shortlist here.

2 June 2016

'Who you follow defines who you are': edwina dunn on bbc business live

One of the creators of the Tesco Clubcard, Edwina Dunn, has a new firm: Starcount.She has been analysing social media connections to help predict individual tastes."Who you follow defines who you are," she tells Business Live.  

Watch Video - BBC Business Live

Source: Getty

Source: Getty

01 June 2016

'Mrs M&S: why demographic profiling no longer works'

Brands underestimate the power of social media at their peril. Steve Rowe’s comments about targeting ‘Mrs M&S’ last week were treated with derision on social media, with the Twittersphere roundly condemning Rowe’s decision. One user argued that it was “gendered, exclusionary and old-fashioned”, while another explained that Mrs M&S is "so cringey it makes my skin crawl”. Not exactly the reaction Mr Rowe was looking for.

Read Article - City AM

MAY 2016

19 May 2016

'Passions, not demographics, are the best way to target the mythical 'millenial''

Despite millennials being the most public generation in history very few companies seem to have any real understanding of them, but at a time when the word ‘disruptive’ has become positive and some of the world’s most successful business minds are under the age of 30, demographics are simply not a good enough way of describing this audience.

Read Article - Marketing Week

APRIL 2016

20 April 2016


In one corner stands art, in the other science. For too long, a perceived tension has been allowed to exist between these two disciplines, as if students, marketers and brand executives have to pick between the two. It’s an absolutely false dichotomy.

Read Article - Marketing Week

MARCH 2016

8 March 2016

social media sceptics need to revisit their thinking

Retailers continue to grapple with social media. For every organisation that regards it as a distraction, there is one that fully embraces it and uses it as a key tool for engaging with customers.

Read Article - Retail Insider

Luckey-Sun | Flickr

Luckey-Sun | Flickr

7 March 2016

the data iq big data 100

The DataIQ Big Data 100 profiles the most influential people in data driven business in 2015 [including Starcount CEO Edwina Dunn].

Read Article - DataIQ

4 March 2016

how vr and real-time data are changing shopping

Physical stores are being transformed as virtual reality and real-time data enable retailers to offer immersive experiences and adjust the shopping environment.

Real-time technology is revamping the world of bricks-and-mortar retail. From sensory marketing tools to cameras that track in-store shopper traffic, brands now have a wide array of options to help adapt store environments to consumers’ behaviour in order to maximise sales.

Read Article - Marketing Week

1 March 2016

Delevingne's absence hits topshop twitter growth

Topshop gained a minimal amount of Twitter followers after London Fashion Week, according to data scientists Starcount.

Starcount found that the brand gained just 2,546 new followers despite streaming its Topshop Unique show on Periscope for London Fashion Week. 

Read Article - Hot Look Magazine


Arnie Papp | Flickr

Arnie Papp | Flickr

29 February 2016

pepsi & heinz win at super bowl 2016

Pepsi and Heinz were the winning brands at this year's Super Bowl, according to research conducted by data science company, Starcount. 

The famous brands were found to be topping the leaderboard at the world's glitziest sporting finale, in terms of the number of new fans attracted on Twitter.

Read Article - Digital Marketing Magazine

Magnus D | Flickr

Magnus D | Flickr

23 February 2016

topshop loses out on new fans from london fashion week without 'cara effect' this year, starcount shows

The Topshop Unique show for London Fashion Week did little to raise the profile of the high street brand, according to insight from Starcount.

Read Article - Retail Times

23 February 2016

could topshop's slowing twitter growth be due to missing 'cara effect'?

Topshop has come out of London Fashion Week with weaker growth in its Twitter followers than last year when Cara Delevingne fronted the fashion retailer's marketing, according to new research.

Read Article - Marketing Magazine

12 February 2016

twitter followers and supermarket christmas sales link

Aldi competes with supermarket giants to gain most followers in 2015.

Christmas supermarket sales success can be correlated to an increase in two categories of Twitter followers, according to new research from Starcount, the predictive insight company.

Read Article - Digital Marketing Magazine

5 February 2016

UK Super bowl fans on social media: paddy power and fa are most followed brands

Over half a million Twitter users in the UK now follow American football-related accounts. Starcount, the social media data analytics company, discovered what people, brands and other sports rank high among their interests.

Read Article - Campaign

3 February 2016

twitter follower segments linked with supermarket sales

Christmas supermarket sales success can be correlated to an increase in Twitter followers within two specific categories, according to new research from Starcount.

Read Article - Research Live

2 February 2016

twitter followers linked to supermarket sales

According to the analysis of data gathered from seven major supermarkets - Aldi, Asda, Marks & Spencer, Morrisons, Sainsbury's, Tesco and Waitrose - gaining new followers who are passionate about food and supermarkets can link to their sales performance over the festive season.

Read Article - Retail Systems

2 February 2016

starcount uncovers link between twitter followers & Supermarket christmas sales

Christmas supermarket sale success can be correlated to an increase in two categories of Twitter followers, according to new research from Starcount, the predictive insight company.

Read Article - Retail Times


21 December 2015

how edwina dunn and clive humby launched the clubcard

Most retailers - from your supermarket to your local coffee shop - now run some sort of loyalty scheme whereby they collect data on you and your shopping habits in return for a small discount... 

Read Article - Money Week

21 December 2015

an insight into changing consumer interests

Starcount helps retailers analyse social media, market and customer data to predict consumer behaviour. Its CEO, Edwina Dunn, discusses how consumer tastes are changing.

Read Article - CNBC

21 December 2015

Our 2016 business predictions: from virtual offices to beyond big data

We asked a panel of business experts how they expect our world will change next year.

Read Article - The Memo


27 November 2015

starcount secures £5m in deal led by sir terry leahy

Starcount, a predictive insight company, has closed a £5m funding round backed by a group of existing investors including former Tesco CEO Sir Terry Leahy...

Read Article - Startups

27 November 2015

Card couple know how to get under your skin

A company run by the husband-and-wife team that helped to transform Tesco into a retail juggernaut through its Clubcard loyalty scheme has raised £5 million to enable it to predict what consumers will buy, based on their tweets, Facebook updates and Instagram posts.

Read Article - The Times

27 November 2015

dunnhumby founders fund predictive analytics venture

The founders of Dunnhumby are targeting the next generation of customer insights with Starcount. Clive Humby and Edwina Dunn have raised £5 million to fund Starcount, a company that aims to deliver predictive insights that will help brands to value individual customers.

Read Article - CBR

25 November 2015

John Lewis and Sainsbury's Christmas ads: new followers are mostly female and like Bake off

John Lewis has attracted more social media followers than Sainsbury over the festive advertising period  as both Christmas ads went viral on social media. 

Read Article - Campaign Live

16 November 2015

Are soft skills important at work?

Is it possible to be nice and still get ahead? Suzy Bashford thinks so, and argues that the traditionally 'hard' world of work is starting to soften.

Read Article - Psychologies Magazine


10 November 2015

Telegraph festival of business 2015: capitalism is failing, says waitrose boss - as it happened

Live coverage of the Telegraph's Festival of Business, our annual event for ambitious medium-sized and smaller companies. Our keynote speakers are among the most influential people in British business today.

Read Article - The Telegraph


2 October 2015

Red's 2015 Highly commended women of the year

These are the women who impressed our panel so much they've been awarded Highly Commended ... Red’s Women of the Year judging panel always faces a near-impossible task when it comes to deciding who should be singled out.

Read Article - Red Magazine


29 September 2015

effective market research on a shoestring

When you are running a small business it can be tempting to take short cuts when doing market research, in the excitement of getting a product on to the market as quickly as possible. But good market research can spell the difference between creating a product or service which has real potential and one which is destined to go nowhere.

Read Article - The Telegraph

15 September 2015

five things that entrepreneurs want from government

What do businesses need to make Britain an economic powerhouse?

“Making Britain a hotbed for innovation, entrepreneurship and business growth should be a priority for the government,” says Guy Rigby, head of entrepreneurial services at Smith & Williamson...

Read Article - London Loves Business

14 September 2015

rocket fuel for your business

What do you get when you put a group of ambitious entrepreneurs together with leading business experts, add some inspiration, insights and a chance to share experiences and ideas? The answer: breakthroughs that add rocket fuel to growth plans...

Read Article - Evening Standard

4 September 2015

starcount names yates as director of strategy and partnerships

Data and trend aggregator Starcount has hired Mick Yates, former head of international markets and business development at dunnhumby, as director of strategy and partnerships.

Read Article - New Research

JUNE 2015

15 June 2015


The Virgin.com Mentor Mondays series is a video series that provides nuggets of wisdom from entrepreneurs at all stages and from all industries, enabling everyone to benefit from the knowledge. Today’s advice comes from Edwina Dunn – co-founder of dunnhumby, founder of Starcount, and inventor of the Tesco Clubcard.

Read Article - Virgin Startup