How to be an Insight Detective

The role of an analyst has evolved far beyond simply producing reports, to justify our existence we need to produce insight that drives real and significant improvements in our organisations. In a world of big data, the potential is almost infinite, but this can make it hard to see what really matters. We need to become insight detectives, sifting through the data, ideas and requests to spot the clues that will lead us to the biggest benefits. This interactive workshop is designed to develop these detective skills as well as understand how cutting-edge techniques and technologies such as AI and machine learning can take this to the next level. It will be led by a specialist from the Forum and experienced practitioners.

This workshop will help you with:

Led by

Ian Robertson

supports our members in both the Data, Analytics & Insight Forum and the Quality & Customer Experience Forum, as well as bringing his experience to our Speech and Text Analytics workshops. Ian has worked in the customer contact centres for the past 15 years, starting out as a customer service advisor dealing with correspondence, inbound and outbound calls and emails.  This provided him with the insight of customers and the frontline roles that has been the foundation for his subsequent roles.  Ian then worked as a quality coach with onshore advisors as well as offshore outsourcers.  Over time this gradually migrated to a more analytical role, drawing insight from NPS surveys and comments, then using this to help shape the quality framework.  For the last 5 years Ian has been working with Speech and Text Analytics, using this to provide valuable insight into the customer experience and journey, and also improved feedback and coaching.  Ian was part of the team at British Gas that won an innovation award in 2011 for using Speech Analytics to drive sustained behavioural change.

Dr David Naylor

is the Founder of


and works with organisations to deliver


customer experiences by building more

intelligent operations

. A cornerstone of this is augmenting the expertise of their people with the latest advances in artificial intelligence.

David’s contribution to research into artificial neural networks in the early 90s has helped to deliver the advances we see today in commercially viable applications of AI. However, he has spent most of his 20+ year career helping organisations to build a more analytical and systematic approach to developing better customer experiences, predicting behaviours, eliminating waste and driving incremental gains. Methodologies from companies such as have provided the benchmark in this respect.

Up until recently David was heading up a Managed Analytics Service providing speech, text and data analytics capabilities on demand to clients and helping them to make sense of the insight to drive action. It is clear to him that building a single view of customer


is the major issue for organisations today – “it is the ‘new oil’ but only if you know how to build and operate the Rig” he believes.

David is a passionate advocate of today’s AI technology but sees a clear danger that ill-considered applications, lack of good data or poor UX designs will damage brands and drive up unnecessary contact. Crucial to success is staff engagement in the deployment so that you build an

augmented culture

which gets the best out of both the people and the technology.