Data Gurus

Joe Catling is the Head of Analytics at Relish Research. Today he sits down with Sima Vasa to discuss marrying client or 'big' data to market research data, the challenges of doing so, and the future of advanced statistical or machine learning techniques. “What I think we're going to see is a democratization of a lot of machine learning, big data tools, which can make them more accessible for people.“ - Joe Catling on future perspectives Joe Catling - From Mathematics to Analytics Joe studied mathematics in university and eventually managed to transition into a standard research track. This enabled him to focus on advanced statistical techniques as they pertain to market research. He currently leads a team of thirty based in London. While there's a standard suite of research techniques available for those in his field, his role also entails finding new and creative ways of doing things. Marrying 'Big' Data and Research Data There's a rich data set that you can't get any other way apart from research, includi