Turning Data into Insights: Data Driven Decision Making

Andrea Daniels

Andrea Daniels has over 25 years’ experience utilising and harnessing data to drive audience understanding and empower innovation for some of our leading organisations and brands.

Andrea is currently the Director of Marketing and Digital at the RSA (Royal Society of Arts, manufactures and commerce.  Her role focuses on leading the brand and its communication channels connecting and engaging audiences to deliver social change.

Before joining the RSA, Andrea was a Marketing Director at the British Council and worked as a Senior Marketing and Strategy executive at the BBC and its commercial arm BBC Worldwide. Whilst here, she also led on the development and delivery of the corporations first and still most widely used, consumer engagement hub, bringing insight and understanding across the BBC through its digital delivery platforms.

Andrea also has extensive experience of leading research and activity within the public and third sector having worked as a senior researcher and trainer at Ipsos MORI and Kantar in both a qualitative and quantitative research capacity

Andrea holds an MBA from the Open University Business School, Market Research Society’s Diploma in Research Methodology, CIM Certificate in Marketing and a London Business School Diploma in Digital Marketing.  Andrea is a Fellow of the Chartered Institute of Marketing and is Prince 2 qualified.

Andrea is also currently the Chair of Trustees for Hackney Night Shelter providing support for the homeless in Hackney and a Board Trustee of Refuge the national domestic abuse charity.

Qualifications:

• Studied at Manchester University: Politics and Economics Dept.
• MBA from Open University Business School
• Market Research Society’s Diploma in Research Methodology
• CAM Certificate in Marketing