Global one-to-one marketing specialist, Clicksco Group has announced a series of senior promotions across its data science, product and commercial teams, following an industry-first joint venture between its data management platform, Carbon and media investment business, National World.

Established to lead Carbon through its next stage of growth, with revenue anticipated to increase 100% by 2021, the senior team boasts over 90 years’ collective industry experience.

Former head of data and compliance, David Snocken, now becomes director of data and strategy while head of data science and machine learning, Alistair McLean, has been promoted to chief technology officer. Head of product, Graham Morley and head of operations, Adam Paxton, each move into director roles respectively.

Data analytics and visualisation expert David Snocken, has been instrumental in navigating Carbon through the GDPR minefield while aligning the cloud-based technology, which uses first and third-party intent data, to an ethical by design principle. His extensive experience forged over three decades in the software, data and IT sectors, makes him a safe pair of hands when it comes to responsible data management – evidenced by Clicksco’s ISO 27001 accreditation and recent affiliations with the Network Advertising Initiative (NAI) and IAB Transparency and Consent Framework.

Based from Clicksco’s central London operations, having embedded robust processes to ensure Carbon offers a transparent and open approach to data handling, David will contribute to shaping the business; adding value as a senior leader.

Spearheading new features and technologies to improve Carbon’s functionality, are North East-based user experience (UX) specialist Graham Morley and artificial intelligence (AI) expert Alistair McLean.

Part of the original team that created the innovative technology, the duo lead the product development and data science teams, supported by several schemes that tap into industry knowledge and the North East talent pool.

These projects include a unique KTP (Knowledge Transfer Partnership) led by Alistair, in partnership with Durham University. Focused on machine learning (ML) and artificial intelligence (AI) advancements, the KTP combines Clicksco’s digital data specialisms with the statistical knowledge of Durham University, with the aim to create innovative tools to better understand customer behaviour in the digital marketing sector.

With 20 years dedicated to the technology industry at digital agencies, SMEs and technology start-ups, as director of product, Graham leads on expanding Carbon’s capabilities. For example, building on an upcoming release which will enable publishers to automatically identify highly engaged audiences then create bespoke customer segments that are most relevant to what advertisers are looking for, to maximise revenues.

Teesside-based Pete Danks, who heads up the Carbon team as divisional CEO, said: “Our recent partnership with National World has seen Carbon mark a significant point in its history, after launching just 12 months ago. With media magnate David Montgomery at the helm of this unique joint venture, coupled with our senior team’s ability to seamlessly collaborate across digital marketing, data management and data science, it’s more important than ever that we continue to push the boundaries of what has been achieved so far. Over 2,200 sites (with combined 285m monthly uniques) currently benefit from Carbon’s reliable, accurate, and intent-driven audience tools and thanks to the expertise we have in place, we believe this innovative technology will become the leading AI-driven intent data platform.

“These promotions have also enabled our junior team members to progress to the next stage of their careers, reaffirming our commitment to developing tech skills within the North East’s burgeoning digital ecosystem.”

Offering advertisers, publishers, and platforms intelligent, actionable insights to improve personalised online experiences and more profitable audience data monetization, Carbon uses data science and ML to unify audience data across the digital ecosystem. This data can then be used to gain a rich understanding of online consumer needs, behaviours and intent, in real-time.

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