Starcount CEO Edwina Dunn and Chief Data Scientist Clive Humby awarded OBEs for their services to data and business.

9th June 2019

Starcount CEO Edwina Dunn and Chief Data Scientist Clive Humby have both been awarded an OBE (Office of the Most Excellent British Empire) for their services to data and business in the UK.  Over the past 40 years, they have established themselves as pioneers in data science, revolutionising the use of transaction data and harnessing the power of customer insight to drive huge success for businesses across the globe.

In 1989 Edwina and Clive co-founded global insights business, dunnhumby responsible for launching Clubcard for Tesco which was the first mass customisation loyalty programme in the world. This propelled Tesco to double its market share in less than 3 years and led to dunnhumby working with many other retailers in over 25 countries across the globe before selling the company to Tesco in 2008.

They now run data-science consultancy, Starcount working with clients in multiple markets such as Marks & Spencer, Holland & Barrett and Jaguar Land Rover.

Both Edwina and Clive have had a huge impact on the data industry throughout their careers with Edwina being elected as a board member for the Centre for Data Ethics and Innovation, advising the UK Government and European Union.

Clive is acknowledged as one of the world’s data pioneers, creating the first geodemographic data system, ACORN, in the 1980s and has an Honorary Doctorate from Kingston University for his contribution to Data Science

Speaking of this honour Edwina said: “We are both delighted to receive this honour and to be recognised for our contribution. We’ve always been passionate about transforming the way in which businesses operate and helping them solve their biggest challenges using data. This honour will spur us in our ambition to further revolutionise the data science landscape and the view brands have for their customers.

Clive said: “We are absolutely thrilled! We started our careers with the determination to keep pushing forward with data and technology as a force for good, using insights into real strategic and financial growth opportunities for brands. We are very proud and grateful and would like to thank our family and many wonderful colleagues who have supported us as well as their contribution to this achievement.”

The Queen’s Birthday Honours List 2019, published on Saturday 8 June, recognises the outstanding achievements of people across the United Kingdom.

The Honours List continues to demonstrate the breadth of service given by people from all backgrounds across the UK and this year 1,073 people have received an award 215 of which were OBEs with women representing 47% of the full list.

About Starcount

Starcount is the pioneering data science consultancy combining first-party customer data with third-party data to gain an understanding of customers habits on a global scale.

It provides insights and helps brands to make evidence-based decisions, anticipate future demand and tailor their strategies for improved customer communications.

Press Contact:

Kostas Zachoudanis



Leading high street bank onboarding SMEs

Starcount mined a High Street bank’s business data, third party data and Starcount Observatory data to better understand the SME market, their needs and wants.

Read More

7 Steps to Data Transformation

Data transformation demands clearly pronounced goals, strong engagement strategies and a willingness to move quickly and risk failure. These require solid, visionary leadership in order to inspire buy-in across an organisation. This Whitepaper, authored by data pioneer Edwina Dunn details the 7 success factors needed for data transformation.

Read More

Unravelling the urban myths of the pensions industry

Starcount has delved into the state of the UK pensions industry, examining how disruption in the space is causing many providers to reassess how they communicate with their customers.

Read More

Retirement & Investments business

Starcount created actionable insight and a data-focused strategy for a leading retirement & investment business, developing a deep understanding of their customers and collating data to identify significant savings in their business.

Read More

Your Life: A revolution in approaching education

Starcount worked with community interest company Your Life to create deep insight into how schools are performing based on how highly they perform in STEM subjects.

Read More

The key to understanding emotional loyalty

This Whitepaper examines our revolutionary new approach to data science using emotional analytics, revealing how peoples' passions predict purchase.

Read More

Customer centricity and the future of banking

Starcount has delved into the future of the banking industry, looking at how different forms of disruption, such as the Open Banking Initiative, will affect the industry.

Read More

Boosting test drives by personalising communication

Starcount worked with this automotive brand to maximise engagement and increase sales of their new model.

Read More