Data Firm Outra Launches, Led by Former dunnhumby CEO

Former dunnhumby CEO Simon Hay has been hired to lead a new company called Outra, which will connect data, insight and opinions to target consumers based on their attitudes and behaviour. The team also includes former Tory party strategists Jim Messina and Lynton Crosby.

UK-based Outra has been set up by Crosby and Giles Mackay, founder of property market analytics company Hometrack - and comprises a team of customer profiling, political campaigning, marketing and data science specialists. Hay (pictured) becomes Chief Executive Officer, having left Tesco data firm dunnhumby in February after 25 years with the business. Messina, who serves as Outra Executive Chairman, and Crosby both worked on Prime Minister Theresa May's recent failed election bid to secure a bigger majority for the Conservative Party, while Messina was part of former PM David Cameron's unsuccessful campaign to keep Britain in the EU. The pair will draw on their teams at Messina Group and C|T Group to advise Outra clients.

The firm will combine clients' data with its own proprietary data, using advanced modelling, analytics and real-time opinions to help companies understand who their customers are and what influences them for micro-targeting purposes. In addition, Outra will help clients navigate the forthcoming implemented GDPR legal framework (General Data Protection Regulation). According to a report in the FT, Crosby, Mackay and Messina own 60% of Outra between them.

Commenting on the launch, Hay said: 'We are starting with a blank sheet of paper and a new platform and approach to connect brands with consumers. Business has not harnessed the full potential of data to solve some of our biggest challenges and we're excited by the opportunities that Outra offers brands to do this'.

Web site: www.outra.co.uk .