Tesco Clubcard pioneers join Starcount to tackle brands' social media performance

Clive Humby and Edwina Dunn: join Starcount
Clive Humby and Edwina Dunn: join Starcount

Edwina Dunn and Clive Humby, the duo behind Tesco's hugely successful Clubcard scheme, have joined social network analytics firm Starcount with the aim of helping brands to better understand and engage with their digital audience.

The husband-and-wife team founded Dunnhumby, the customer insight business, in 1989.

They pioneered the use of data analysis for customer benefit and signed their landmark deal with Tesco in 1994, later selling the business to the supermarket giant for £93m.

Dunn and Humby have now joined the board of Starcount as executive directors and taken a "significant minority equity stake" in the business, which aggregates data and trends across the world's 11 most popular social media networks. Starcount has acquired the pair's new H&D Ventures business as part of the deal.

Dunn said: "Social media has thrown up an intriguing new hypothesis for data analysts – that networks are to a very significant extent driven and influenced by a very small pool of users, in a way that could never have been possible before the internet.

"This creates huge opportunities for both brands and their customers – to create a social loyalty currency which will allow companies to properly understand and engage their digital audience."

She said Starcount dealt with trends across all the major social platforms, putting it in a stronger position to help brands understand their entire digital audience than the likes of Facebook or Twitter could do on their own.

Dunn said: "Even Facebook or Twitter only understand the users in their network.

"We strongly believe that social media offers the base to create more targeted and user-­friendly loyalty relationships, and look forward to exploring this hypothesis with Starcount."

Starcount is also in the process of finalising a third equity fundraising of $5m (£3.25m) with investors Artemis, Praetura Capital and Christopher Carter, former vice chairman of institutional securities and now senior adviser at Morgan Stanley, who becomes chairman.

Drew Thomson, group chief executive, said: "Reaching the right audience is the core focus of any brand or star. Starcount is about unlocking the potential of social media to show brands and stars the secrets of their success, and identify the real influencers.

"With the world-class experience of Edwina Dunn, Clive Humby and Christopher Carter, we are aiming to change the rules of social engagement, and make sense of the billions of new fans social media has created."

Starcount publishes daily charts of the world's most popular brands and stars, as well as their biggest fans, based on analysis of 1.7 billion social media users' activity across 11 networks, including: Facebook, Twitter, Google+, YouTube, Sina, Tencent, Youku, Renren, Mixi, Orkut and Vkontakte.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer