The Data And AI Podcast

Episode 20: How Incrementality and MMM Are Changing Marketing Analytics

This week on Harnham’s Data & AI Podcast, Lloyd Dunstall sits down with Matthew Nixon, Head of Analytics, EMEA at Incubeta, to dive into one of marketing’s toughest challenges: proving impact when the data is fragmented and signals are fading.
Matt explains why effective measurement now relies on combining three approaches: attribution, Marketing Mix Modelling (MMM) and incrementality. Together, they give a clearer view of performance and help businesses build trust in their numbers.
Highlights include:
Why moving beyond “just another dashboard” is key to linking marketing data with business growth.
How MMM, attribution and incrementality create a common language with CFOs and senior leaders.
The mix of technical depth, commercial awareness and clear storytelling that defines today’s analytics roles.
Real-world results: Imperial London Hotels achieved a 73% revenue uplift, while Les Mills drove a 570% increase in new customers through a long-term measurement framework.
Looking ahead, Matt reflects on how AI is already embedded in measurement tools and why the future lies in more continuous, real-time models. He also shares advice for clients on how to get started, and for candidates on combining technical know-how with strong communication to stand out.
Catch up on this episode and explore the full podcast series here: https://thedataandaipodcast.podbean.com/ 

Episode 19: How AI Innovation & Hiring Are Evolving Hand in Hand

In this episode of Harnham’s Data & AI Podcast, Luc Simpson-Kent is joined by Nathalie Baker, Managing Director and Lead Data Scientist for EMEA at FTI Consulting. They delve into the realities behind AI’s rapid adoption in business. What’s working, what isn’t, and where the real challenges lie.
Nathalie shares insights on:
Why governance and GenAI tooling are reshaping the consulting space
How FTI Consulting built AI tools like Ariadne to solve complex, real-world problems
What hiring data talent really looks like today—and what often gets missed
Why soft skills like communication and adaptability matter as much as technical know-how
The pros and cons of in-house vs off-the-shelf AI solutions, and how firms can avoid vendor lock-in
Whether you’re building an AI team from scratch or scaling existing efforts, this episode offers straight-talking insights from someone shaping the future of AI in consulting.

Exclusive! Harnham to 15,000: The Shift to Personalisation

In this episode of The Data & AI Podcast, Elizabeth Stone, Senior Manager at Harnham, is joined by Charlie Nicholls, CMO at Dexata.
To mark Harnham’s 15,000 placements, Elizabeth and Charlie reflect on how data talent, technology, and customer expectations have evolved over the past two decades, and what that means for the future of work and experience design.
They cover:
What it takes to get personalisation right at scale
How AI is reshaping the workplace and decision-making
The role of experimentation in creating human-centric experiences
Why customer experience optimisation is more critical now
If you're navigating the intersection of data, AI, and customer experience, or just want to hear what the latest in innovation looks like, this episode is for you.
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Want to learn more about what 15,000 placements at Harnham means for data & ai hiring landscape?
Check out key insights from Harnham’s CEO, here: https://www.harnham.com/15000-placements-global-data-ai-insights/

Episode 18: Beyond the Numbers: Humanising Your Customer Data

In this episode of The Data & AI Podcast, Lloyd Dunstall, Principal Recruitment Consultant at Harnham, is joined by Abi Hough, a seasoned consultant specialising in optimisation and user experience.
Abi shares insights from her 20+ years in the industry, discussing why relying solely on data can lead to poor decisions and how combining analytics with a deep understanding of user behaviour can drive better outcomes.
 
They cover:
The risks of data-only decision-making
How to blend data with user research
Real-world examples where human insight improved business performance
The importance of storytelling in data analysis
 
If you want to learn how to improve customer experience, retention, and revenue by looking beyond the numbers, this episode is for you.

Episode 17: Bridging the Consumer Experience Gap: What Brands Get Wrong

This week on The Data & AI Podcast, host Noah Stuckey, Managing Consultant for Market Research & Customer Insight at Harnham, sits down with Abhijeet Roy, Chief Client Officer at Focus Insights, to explore the consumer experience gap, why brands often fail to deliver on their promises and what they can do about it.
With over 25 years in the market research industry, Abhijeet shares how businesses invest heavily in product launches and advertising but often overlook the real-world customer experience. He explains why the traditional approaches to market research don’t always capture genuine consumer behaviour, and how social listening, AI, and new methodologies are helping to close the gap.
Highlights include:
Why brands’ marketing messages don’t always match the reality of customer experience.
The risks of ignoring the say-do gap and how it impacts brand loyalty.
How AI can streamline research but still needs human insight for meaningful storytelling.
Abhijeet also exposes eye-opening real-world examples, from festive ad campaigns to influencer marketing fails. Keen to learn more? Tune in to the episode to find out.
Catch up on this episode and explore the full podcast series here: https://www.harnham.com/data-and-ai-podcast/ 

Episode 16: The Past, Present, and Future of Experimentation

This week on The Data & AI Podcast, host Lloyd Dunstall—Principal Recruitment Consultant at Harnham—sits down with Chris Gibbins, Chief Experience Officer at Creative CX, to explore the fascinating evolution of experimentation in digital analytics and CRO.
From the early days of small A/B tests to today's expansive, journey-wide experimentation, Chris reflects on how this scientific approach has transformed not just decision-making, but creativity itself. Highlights include:
Why experimentation isn’t just about tweaking button colours but about unlocking bold, strategic ideas.
Success stories that delivered significant wins for both customers and businesses.
A look at the future of experimentation, including its role in tackling AI-driven user interactions and bridging online-offline journeys.
Curious about what makes experimentation so powerful or simply keen to learn what metrics Chris wishes he could measure? Tune in to this episode to find out.

Episode 15: Utilising Data for Market Fit

In this episode of The Data & AI Podcast, Harnham's Henry Rodriguez sits down with Will Iles and Nicolina Turcan from InsurX to explore the role of data in achieving product-market fit. They discuss how InsurX leverages data to refine its algorithms and improve the efficiency of the London insurance market, the importance of hiring adaptable talent in a data-driven startup, and the future impact of AI on the industry. Tune in for practical insights into creating successful products and navigating the evolving insurance tech landscape.

Episode 14: Geospatial Analytics - Past, Present and Future

In this episode of The Data & AI Podcast, Harnham's Rosalind Madge sits down with Luke Badger, Head of Analytics at Segro Plc. to talk about the world of geospatial analytics - the history, business use cases, advice for anyone looking to get into the field and future predictions.