Sanders Becomes CEO of Beyond Analysis Australia

In Australia, behavioural insights firm Beyond Analysis has appointed ad agency veteran Jeff Sanders as Chief Executive Officer, replacing Neil Boulton who is leaving the company this month.

Founded in the UK in 2007 by former dunnhumby directors Paul Alexander and William Beresford, Beyond Analysis uses transaction data to provide clients with a 'holistic' view of their customers' lives. Its Customer DNA (C-DNA) solution enables businesses to translate lifestyle, demographic and affluence measures into consumer segments, while its Valve service offers customer grouping based on value and engagement with a brand. The firm is part of marcoms group STW, which also owns online research consultancy AMR, brand insight firm Added Value, panel management specialist ORU and data collection agency Touchpoint.

Sanders (pictured) joins with more than twenty years' experience. Most recently, he served as CEO of Global Red, and earlier he was MD of RAPP, and held senior roles at BWM, Leo Burnett, George Patterson Y&R, Saatchi & Saatchi, and Ogilvy & Mather.

In addition to growing the Australian business, his new role involves helping STW to entrench a data-centric approach to marketing and communications across its portfolio of companies.

Alexander comments: 'Beyond Analysis has worked hard to build our reputation for being able to connect insights from behavioural data to commercial success for our clients, and Jeff's ability to connect the dots from data, to insight, to execution and deliver real ROI is second to none. I can therefore think of no one better than Jeff to lead our Australian operation.'

Boulton joined the firm in 2011, after a career at Fusion Marketing Services, Experian, Acxiom, AGL, and Time Inc. Magazines. His next career move has not yet been announced.

Web site: www.beyondanalysis.info .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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