Andrew is co-founder of dataHE. An experienced executive director with expertise in customer behaviour and data driven marketing. With a ten year career in strategic consulting, Andrew has helped many leadership teams and their organisations improve business performance. His work has included highly regulated markets, consumer protection, and regulatory development. Previously Andrew was at UCAS holding several roles, including Director of Marketing and Customer, and Director of UCAS Media during the formative years of the” HE market” as both data and marketing rose in importance. Working closely with higher education providers, schools and students in this period has given him a full understanding of applicant behaviour and university recruitment performance. He has a deep understanding of data in marketing.