As Data Science Director, Catherine Brien is on a mission to make data one of Co-op’s most powerful assets so we can give back more to our members and customers. She talks to Rachel Machin about using data for good.
The Cambridge English Dictionary describes data as: ‘information, especially facts or numbers, collected to be examined and considered and used to help decision-making.’
How important it is to have data to help our leaders make decisions is something Catherine talks about a lot when we chat.
“We need to get to a place where everything that the business does is as data-driven and data-inspired as it possibly can be. That doesn’t belittle the role of experienced judgement though,” she insists.
“Co-op leaders making decisions should be able to get the best outcomes by combining their experience and judgement with the knowledge, the facts and numbers to support them.”
Facts and numbers are Catherine’s reason for being. As a self-confessed word nerd, I’m sitting opposite a woman who’s my antithesis. Someone who “gravitated towards maths and science” as a child, bagged a degree in maths at Cambridge University, and is motivated by solving problems.
“I could never do any subject where you’re required to remember. I was fascinated by history but there were too many facts to remember,” she laughs. “I’ve always followed a path of serendipity and have realised the best choices I’ve made in my life are the things I’ve done on impulse.”
The value of data
When Catherine joined the Co-op in July 2016 she admits she was pleasantly surprised about how much of a pull there was for better data across the business.
“I’d half expected I’d need to sell in the idea but that wasn’t the case at all,” she says.
So how did she find the state of our data when she first arrived?
“I spent my first couple of months trying to understand the lay of the land here. Yes it was messy but no worse than I was anticipating, and nothing that I haven’t seen in other businesses.
“One of the challenges here is there is simply so much opportunity – how do we prioritise? I feel as though I’m permanently saying no to people on the phone but unfortunately we can’t do everything. That’s genuinely a frustration,” she admits.
Why our goal is more than GDPR
In May 2018 new regulations will be introduced around data protection. They aim to give back control to individuals over how their personal data is used. So what does this mean for businesses, particularly ours?
“GDPR is huge for any organisation. The maximum fine if you’re not legally compliant is 4% of revenue. If there’s a breach in one area of the business, it will affect the whole Group. We’re also asking ourselves tougher questions – is it the Co-op Way?
“So we’ve got a working group set up at the moment looking at how to build understanding and engagement with customers and members around their rights, and how their data is used. And we’re thinking about what should our policies be around selling data, sharing data beyond the minimum legal requirement?
“I’m being quite shameless in treating GDPR as an opportunity,” Catherine admits. “If you trace back and say: ‘to be compliant with regulation, what does that mean for ways of working and processes?’ Actually those are exactly the same building blocks that will help us make our data a lot more valuable.”
Data that does good
Catherine and her team have been looking at how our Co-op values like self-help, self-responsibility, solidarity, equity show themselves in data, and how our approaches to using it must be ethical and fit with our Co-op difference.
“A lot of work has been going on with the Community team so they have the insight to support the communities we serve in the best way. We’ve also made our first step into open publishing by sharing data on the money we’ve given to local causes through our Local Community Fund.”
How long will it take to get there?
“The journey will never end,” admits Catherine. “Any organisation that is genuinely data-led is one that has a culture of learning, a culture of curiosity and will therefore always be a little bit insecure and will always be thinking ‘there’s another opportunity over here’.”
“That said we’ve given ourselves a two-year time horizon to get the big building blocks in place.”
So what would Catherine like people to be saying about the Co-op and data in two-year’s time?
“Number one: we stand out from the crowd because we’re trusted with data, two: we’re continuing to offer new products and services to our members, three: colleagues feel that data and insight has made a real difference to our performance. And four: we’re known as an employer of choice for data professionals.”