Data scientist with over 12 years’ experience helping organisations solve problems with data. Founded DS Analytics in 2016, a consultancy focused on delivering statistical and machine learning models, building tools and training analytics teams in data science. Areas of expertise include marketing effectiveness, digital attribution modelling, propensity modelling, survival analysis, Bayesian statistics, NLP models to help publishers better understand reader profiles, simulation and geospatial modelling. Experience including McDonalds, The Telegraph, Jo Malone, IKEA, BBC, UCL and Public Health Wales. Significant experience in data science project management and setting up projects to ensure they achieve well-defined goals.