O2 creates business intelligence division

O2 is creating a “business intelligence” team to centralise all the data collected from its different divisions to inform marketing and NPD.

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The business intelligence team will work to bring together all the different sources of customer information the company collects so that data can be analysed more efficiently and deliver more value commercially and for customers.

O2 has expanded into several new markets beyond telecoms, including health, money and media, the division that sends its 22 million customers marketing messages from brands. Business Intelligence will be responsible for all these different data sources.

The new function will be headed up by Andy Day, who has been O2’s head of CRM for the past three years.

The division will build on the work the O2 CRM team has done under Day to date and report in to consumer and marketing director Sally Cowdry.

Broadcaster ITV is also looking to increase its focus on data insight, in a bid to improve its on-demand and online offerings, by developing its first customer data strategy.

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