Think Geek. Talk Business.
The Cogent Analytics team hail from a variety of backgrounds.
This gives us a balance of strong analytical, statistical and programming skills along with keen commercial and business knowledge. For each project, we assemble a bespoke team that ensures that each of these skills is brought to bear in the right measure.
But you don’t have to be a genius to understand us - we pride ourselves on our ability to communicate often complex ideas in a clear and understandable manner.
Matt Hutchison
General Manager
Matt has been a senior manager with The Collinson Group for over 5 years.
In the past 5 years, he and his team have delivered complex segmentation, profiling and communications-supporting analysis for a wide range of global clients such as: Rezidor hotels, Virgin Atlantic, Cannons Health Clubs, Star Alliance, the V&A, Kwik Fit and the Global Hotel Alliance.
Prior to joining The Collinson Group, Matt designed and introduced multi-dimension segmentation models at lastminute.com that drove personalised content for the weekly newsletter to 3m subscribers. He designed and implemented predictive modelling projects at British Airways and has also worked at Amazon.co.uk, where he set up the website’s UK email and direct marketing programmes.
Matt’s key strengths lie in his deep understanding of analytical approaches, and a passion for finding simple, effective solutions to complex business problems.
Louise King
Head of Business Development and Data Planning
Louise King is the Head of Business Development and Data Planning for Cogent Analytics.
She is responsible for introducing the Cogent Analytics offering to the market and developing client relationships. She has been in direct marketing for over 13 years, working with clients, tackling their business needs and providing effective outcomes.
Before joining Cogent Analytics, Louise worked at Experian for 11 years where she had responsibility for engaging with clients in the financial services and utility markets. Her experience at both Experian and Acxiom has provided her with a strong knowledge of credit, lifestyle, and demographic data as well as data segmentation.
Louise is a member of the Institute of Direct Marketing. She holds a MA in Philosophy from Essex University and a BA in Philosophy from King’s College London.
Cogent Analytics Team Members
Serena Crasto
Data Analyst Lead
Serena has over 8 years of experience with travel industry data. Her background lies in the field of statistical reporting, promotion and campaign analysis, evaluating the commercial impact of business changes, and the analysis and interpretation of data for a number of large-scale European loyalty programs. Currently, she is heading a team of analysts delivering reporting, data analysis and data mining services.
Sujay Argade
Senior Statistical Consultant
Sujay has over 5 years of experience in data analysis and interpretation, using Cluster Analysis, Decision Trees / CHAID for Customer Segmentation and Data Modelling. He is also an expert in statistical methods such as: Analysis of Variance and Regression, for drawing inferences based on patterns in data; the application of Forecasting Techniques, for predicting Time Series; and Factor Analysis for recognising underlying trends.
Wesley Greenhead
Insight Analyst
Wesley has been working with marketing data for over 5 years, applying his SAS and SPSS data modelling skills across a variety of clients such as Cannons, Rezidor, Aer Lingus and IHG.
Our Insight Analysts have experience from some of the world’s leading CRM and analytical organisations including:
