Hi there
I founded my consultancy to help organisations turn data into insight that genuinely drives better decisions and measurable results. With over 25 years’ experience working across retail, healthcare, financial services and housing, I bring a hands-on, pragmatic approach that blends advanced analytics expertise with a deep understanding of commercial and operational realities.
My Story
Simon Metcalfe is a highly accomplished advanced analytics and data strategy expert with over 25 years of cross-sector experience delivering high-impact analytical solutions, data-driven strategies and technology-enabled transformation for organisations ranging from major retailers and telecoms to healthcare, financial services, logistics, charities, and housing associations.
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Starting his career at Somerfield Stores, Simon gained deep operational and commercial expertise before pioneering early data mining applications as part of EU-funded ESPRIT programmes—work that informed modern supply-chain forecasting practices. He went on to hold senior analytical and consulting roles at SPSS, SmartFOCUS and Target Direct before founding SDM Insight Ltd in 2005, through which he has advised and enabled numerous organisations to embed advanced analytics, CRM, MarTech and data management capabilities.
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Simon’s portfolio spans predictive modelling, behavioural segmentation, churn and fraud analytics, machine learning applications, marketing optimisation, and implementation of enterprise-scale data platforms. His work has consistently delivered multi-million-pound revenue gains, improved retention, reduced operational waste, and strengthened decision-making across B2C and B2B environments.
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He has built and led high-performing analytics functions, most notably at Royal Mail, where he served as Interim and later permanent Head of Customer Analytics & Data Planning, developing one of the UK’s largest B2B customer databases and embedding analytics across Group Marketing.
He has also held senior consulting roles in major technology transformation programmes, including a private healthcare providers migration to MS Dynamics 365, as well as recent text-mining, dashboard development, reporting and ML-driven operational improvement projects within the Insurance and Housing sectors.
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A thought leader and engaging communicator, Simon has authored industry articles and presented at leading conferences including the Institute of Direct Marketing and the Market Research Society. His combination of technical expertise, strategic thinking and collaborative leadership—paired with a recognised “can-do” attitude—enables him to influence stakeholders at all levels, from practitioners to C-Suite and Main Board executives.