Patrick has been working in customer, digital and marketing analytics for the last 25 years, in FMCG (Sainsbury’s), management consulting (Ernst & Young), banking (Lloyds Banking Group) and retail (QVC).  He worked on the introduction of the Nectar card at Sainsbury’s, and has built multiple customer segmentations and models throughout his career to enhance customer understanding and marketing effectiveness.  He also led the multi-country replatforming of QVC’s digital analytics, moving five countries from different legacy systems onto Adobe Analytics.  He is currently working with Estee Lauder on customer segmentation, modelling and marketing effectiveness.