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.


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


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
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena
Co-op bank posts losses of £1.3bn and expects no profits for two years
Morrisons digital boss Simon Harrow to leave the business
Tesco boss Philip Clarke backs CMO Matt Atkinson's 'enormous contribution' to brand