From dreaming of being a ballerina to working on cutting edge data science solutions for Starcount’s clients, we caught up with Observatory Data Scientist Hannah Poskett to find out more about her career path so far…
What brought you to Starcount?
Really, it was my fascination with data. I spent a year as a Marketing & Events Assistant at a luxury skincare company, which was as glamorous as it sounds – but made me pine after my science background! Also, the focus on truly understanding the customer and what motivates them to interact with brands is truly fascinating. We are able to use data to predict future buying behaviour, helping brands better understand their customers, achieve customer loyalty and ultimately drive sales.
Tell us more about what your role is at Starcount.
As an Observatory Scientist (The Observatory is Starcount’s unique customer segmentation tool), I am responsible for implementing all the bespoke data science projects and innovating new solutions for our clients. We segment customer data into attitudinal/motivational clusters and find new ways of analysing who people follow on social media.
What is your favourite part of the job?
This definitely has to be going to client meetings, hearing their challenges, and brainstorming new ways we can use and blend our data to create a bespoke solution.
Recently, I did a cool piece of work for one of our automotive clients, taking all their customer data as well as previous customer segmentations and blended that with our social data, to create an incredibly rich, holistic view of who their customers are.
What do you think gives Starcount a competitive advantage in the current market?
Our social following logic. So many companies focus on social listening, which is only part of the picture. Think about it, how often do you actually POST something? Most of us silently consume content, only posting when we want to portray ourselves in a certain way.
Analysing who people follow tells a lot about a person, removes the bias, as well as picking up what that silent majority care about.
What has been the best moment in your career to date?
I would say speaking to the students of Northwestern University with Clive Humby (our Chief Data Scientist). They were so engaged and interested in the work we do, it reminded me how cutting edge and innovative my job is! The whole experience was extremely motivating.
What is the most exciting project you’re working on right now?
The most exciting thing I’m working on is top-secret I’m afraid! I’m working on a proof of concept for a new solution we are hoping to build…
What do you love most about Starcount?
The people! I laugh every single day – even if you arrive in a bad mood, you’ll leave in a good one.
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