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Mustard opens business unit to fuse marketing and analytics


Manchester’s Mustard has launched a new business unit called Honeycomb that will bring together the best of its market research experience with analytics and data science.

The agency says this will “deliver smarter, more commercially focused, outcomes for clients”. Head of Data Insights, Bethan Turner, will lead the unit.

She said: “Over the last few years, the amount of data that organisations have collected has increased at a frantic pace. With this has come a ‘data panic’, with organisations only now moving from ‘big data’ collection to ‘big data’ insights. 

“Fundamentally, there are a lot of companies, sat on a lot of data, with no clear plan of how they turn this into competitive advantage. 

“Honeycomb has been launched to bring together these disparate sources, overlaid with real-time insights, to drive richer, more commercially compelling business advice for its clients”

Turner, who has been with Mustard for six years and spent a year working in N Brown’s data analytics team, will be supported by Strategic Consultant Andrew Wiseman and Bronagh Lavery, who also joins from the main Mustard business. 

Wiseman joins Honeycomb following his recent departure from ICM Unlimited, returning to an analytics and data science environment following earlier career stints at KPMG Nunwood and ACNielsen.

He added: “It is becoming abundantly clear that over the coming years, the most successful organisations in commercial terms will be those who can harness the ever-expanding array of data to them. 

“Those successful in doing so will drive transformational change for both their own organisations and their customers through smarter business strategy. Businesses need to understand where to play, what to sell and how to deliver, and I’m looking forward to putting Honeycomb on the map as a destination for unique data insights.”

Gareth Hodgson, Director at Mustard, said: “Our industry undeniably remains in the midst of a period of significant change. More and more of our clients are asking us to make sense of the mountains of data that they’ve collected over time. 

“Increasingly, delivering real-time insights of why customers behave in the way they do is not enough. Clients are demanding that we do more to fuse this with their existing data – be it customer data, competitive data or industry/economic data – so that they can make their insights work harder. 

“Bethan brings a unique blend of both Market Research and Data Science skills which gives Honeycomb a fantastic platform to build on, and we’re also delighted to have Andrew on board to provide executive level support. 

“Andrew brings a wealth of experience in all aspects of managing a data-led organisation, and it’s a coup for Honeycomb to benefit from this given market interest in his skills.”


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