After completing a mathematics degree at Cardiff and a masters in operational research at LSE, Helen started her first job working for RAC as a marketing analyst. Helen left RAC following its acquisition by Aviva and went on to join O2, where she spent the next nine years. In that time, Helen worked in six different roles within two directorates. She covered all aspects of analytics in both B2B and B2C, from reporting through to advanced analytics. I built the initial views of profitability, managed the first analytical innovation projects and led the development of Tweetserve, which was the first customer service tool on Twitter and made mobile account information accessible to customers in real time. Most recently, Helen looks after business intelligence at giffgaff where she lead the business’s data strategy and has developed a best-in-class business intelligence function.