Edwina is CEO of Starcount. Starcount is a fast-growing, innovative start-up company, creating the next generation of Insights, Analytics, and Profiling products & services by bringing clarity to social media and transaction data, to provide a view of the "Complete Customer". This is done on a global scale, delivering predictive analysis in real time. Starcount increases clients' knowledge by generating new and rich insights at very granular levels.
Edwina is also an investor in Purple Seven, which is the UK's largest Theatre Analytics Company, managing some 19 million consumers.
Prior to Starcount, Edwina was co-founder of dunnhumby.
She set up dunnhumby with her husband and former colleague Clive Humby in 1989 in their West London home. The business focused on the application of customer data to understand and predict consumer trends and behaviours. At that time, customer data was not valued or stored but simply discarded following a transaction. Their plans and original database design brought radically new capabilities to consumer businesses around the world.
In 1995, Tesco embraced the dunnhumby approach for its Clubcard programme and so it became the first mass customisation-marketing programme in the world. Customer insight and Clubcard rewards helped to transform Tesco from a secondary player in the UK to the significant market and global leader it is today. Edwina was responsible for the company commercially, guiding the company into new sectors and new markets. As well as growing dunnhumby’s own team to span 30 offices across Europe, Asia and the Americas, Edwina worked closely with international clients to embed true customer-centricity in their organisations.
In 2011 after 21 years of profitable growth, Edwina and her partner sold the business to Tesco.
Prior to founding dunnhumby, Edwina was Vice-President (financial services and database marketing) at CACI (Californian Analysis Centres Inc). She pioneered the application of geo-demographics to the electoral roll working with CCN (now Experian, the global credit referencing agency).
Edwina received an Honorary Doctorate in Business Administration from the University of Derby in 2012. She is an Honorary Fellow of Lucy Cavendish College, Cambridge.
Edwina runs a not-for-profit platform around women's perception that seeks to amplify their voices and self confidence called the What I See Project. As part of this work, she is putting together a book showcasing a diverse range of female role models. The book is aimed at showing girls the vast range of opportunities that are available to them. (For more information please visit thefemalelead.com.)
She is chair or Your Life, a government-backed campaign to increase the study of Science, Technology, Engineering & Mathematics. One of the aims of the campaign is to increase the uptake of these subjects by 50% over the first three years of the campaign.
Edwina is a Trustee of the Science Museum Foundation and a Patron of Women of the World (Southbank, London).