Starcount’s original idea was conceptualised by Clive Humby OBE and Edwina Dunn OBE, founders of dunnhumby and pioneers of customer data science. Having paved the way in retail for using transaction data to predict what customers want next, they began their search for the next big dataset that shows not just what someone bought; but their values, interests and aspirations.
And so, Starcount was born. An idea to analyse the data of millions of global consumers and behaviourally derive their Mindsets. Now their daughter, Rowena Humby, together with her business partner, Michael Reed have co-founded a new entity to continue the Starcount name. Michael and Rowena have a joint mission to make this dataset they co-created available across the marketing and advertising ecosystem. They are united by a belief that data can be used for good and collaboratively design privacy-first targeting solutions.
Rowena is passionate about Starcount’s mission and her enthusiasm shines in all that she does. Her aptitude for understanding where the data-marketing industry is headed, combined with her fascination in what drives human behaviour, makes Rowena a force for Starcount's purpose.
Rowena Humby Co-founder & CEO
A technologist at heart, Michael thrives on engineering new data solutions to protect individuals anonymity whilst using advanced probabilistic modelling techniques to describe their behaviours. He believes that data can be used to improve customers’ experience using compliant and automated science.