Tony Keys is the driving force behind the company and its ethos. He set up "The Data Analysts" in November 2003 with the primary goal of helping companies small, medium or large with their data management.

Tony has been an Analyst since his graduation in Business Studies back in 1992 and has enjoyed working for some major companies.

He has extensive experience and many contacts in the data management, analysis and market research world, so if Tony feels he needs assistance he will know the contacts to help with your project.

  Retail Directions Ltd 1992 to 1996......Research and Analysis Consultant

Tony worked as the research and data analysis expert, on a wide range of projects, for 17 clients during a four year spell in Retail and Leisure Consultancy. Project involvement  was as Market Research Agency, or Business Data Modelling, Customer and/or Portfolio Classification, Market and Customer Targeting, Customer Journey Research, Competitor Audits and much more............

High Street Retailers: - Thomas Cook, Plumbcentre, British Gas Retail, "7-11"

 

Brewers/Hotels/Licensed House Operators: - Allied Domecq, Pubmaster, Hilton Hotels

 

Transient Services: - Welcome Break, Kuwait Petroleum Ltd, Birmingham International Airport

 

High Street Caterers: - McDonalds Restaurants, Savacentre Restaurants

 

Shopping Centre Operators: - Legal & General Property Management

 

Contract Caterers: - Gardner Merchant Ltd

 

Leisure Operators: - Rank Leisure, Center Parcs, Haven Holiday Parks

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Then Employers 1997 to 2003.........

  Kingfield Office Supplies - Marketing Development Coordinator:                                 June 97 to April 98

Advised departments and locations on research methods, performance, questionnaire styles, etc and also trained and demonstrated analysis techniques. Undertook major research projects myself and extensive data analysis to investigate Sales initiatives, Variable Margin Pricing and the performance of 27,000 products.  All the projects I undertook were the basis of future services to the company's customers and revenue enhancement opportunities for the company. 

Pubmaster Ltd - Market Analyst                                                                                     April 98 to Oct 98

 Extensive sales and outlet performance analysis, Internal Research Consultancy Projects (for example brand positioning), all Promotions nominations, Catchment & Lifestyle analysis/targeting and I set up the company's Marketing Database. 

Shell Gas UK Ltd - Business Analyst                                                                                Oct 98 to Feb 2001

Position impacted all departments and all company performance, operations and management decision making.

I built an information database, which became the central source of information for the UK Company.

As a consequence I had a very bright and very busy team of three Placement students and a very experienced Accountant and the scope of our projects was very broad.

Amongst many other projects we built a Profitability per Customer model, built business wide KPI’s, helped set up the Shell Gas UK web site/E-Commerce proposition, extensive sales analysis and we were heavily involved in the selling of unprofitable areas of the business, and of course, the acquisition of profitable business.

Boots Retail - Advantage Card Analyst                                                                               Feb 2001 to Oct 2002

Analyst utilising customer data available from Boots Advantage Card transactions.

Extensive statistical analysis of promotions and their various mechanics, sales trends, customer profiling analysis, customer targeting for Direct Mail and many other areas of study utilising the wealth of information available.

I worked on projects for product categories such as Lunchtime, Photo, Healthcare, Hair care, Pure Beauty and I analysed the information available from the Boots at Sainsbury’s trial stores.

Boots is a very pleasant working environment and the amount of data available to an Analyst is awesome.

Meadowhall Shopping Centre - Information Officer                                                    Oct 2002 to Nov 2003

Provided many and varied information reports not only for Meadowhall but also for several other shopping centres in the owner’s portfolio and their Letting Agents: Managed and analysed company wide market research, produced regular Trading Reports, Business KPI’s, demographic/catchment analysis, data modeling, trend analysis on visitor numbers and customer spend research.

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Primary Supporting Associates:-

Derek Mubighi - First worked with Derek in 1998 at Shell. Never met anyone as "tuned into" PC Hardware and PC Networking. Derek's latest expertise includes wireless office systems

James Baron - Our Award winning Web Designer, sensibly priced web site design.

Steve Elshaw – Resourceone – We look after your Data systems or Market Research, Steve can provide professional development, every level of business skills training.  Resourceone have many courses and programmes available and are a primary supplier to Derbyshire Chamber of Commerce

Matthew Goldsbrough of Goldsbrough Consulting Limited: Marketing Strategist who we support with information and data solutions.

Mark Watkins of LUCK: Graphic Design & Art Direction,  often required within our projects.

Alan Richards of Pronet Computers Ltd - PC's and Hardware Suppliers should your PC's need a sensibly priced upgrade.

Peter Denby - EuroDirect: Marketing information, Classification and Mapping solutions, been working together for several years.