Shows
To Affinity and Beyond - Decision Intelligence for RetailWhy does personalisation need more than just data?This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.For episode three, we're joined by Rasmus Houlind, author of 'Hello $Firstname' and Chief Experience Officer at Agillic.Personalisation can be frustrating. It's been stretched to cover targeting, segmentation, automation and product recommendations - but more often than not, it fails to deliver. Rasmus explains how data alone isn't enough for successful personalisation - it also needs content and strategy.PS This is our first remote episode and it's complete with video footage, plus some bonus slides.Resources...
2025-11-1043 min
To Affinity and Beyond - Decision Intelligence for RetailRIP mass marketing. Welcome to the microsegment eraThis is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.For episode two, we're joined by Toolstation's Senior Customer Insights Manager, Victoria Pickup.She explains how retail personalisation is more than just adding a first name to an email. Microsegmentation allows retailers to go deeper and truly treat customers as individuals.It's not optional. It's expected.There's more on our website: hyperfinity.ai/loyalty
2025-10-2944 min
To Affinity and Beyond - Decision Intelligence for RetailLoyalty is strategy. Not your next promo mechanicThis is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.We're back for season four. This time, we're interviewing leading retail experts on their views on customer loyalty.For episode one, we're joined by JD Sports’ Global Customer Director, Chris Chalmers. He explains how the real power of customer loyalty comes from the data it generates. For years, loyalty has been seen as a cost. But that's changing. The smartest retailers now see a loyalty data strategy as an investment that drives commercial growth.There's more on our website: hyperfinity.ai...
2025-10-1639 min
To Affinity and Beyond - Decision Intelligence for RetailWhat we learnt in season three (plus a bonus - what’s around the corner for loyalty?)This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.Join us for a summary of what we've covered in season three, including how to measure loyalty; why you need to explore supplier funding, and whether loyalty pricing is here to stay.We also round off the episode with our predictions for what's coming next in the world of customer loyalty.There's more on our website: hyperfinity.ai/loyalty
2025-08-1223 min
To Affinity and Beyond - Decision Intelligence for RetailIs loyalty pricing a con, or here to stay?This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.Loyalty pricing is a growing retail trend right now. Tesco and Boots are leading the way with highly personalised prices and discounts; reserved for loyalty programme members only. But with some consumers wary of member pricing, we dive into whether it's a con, or a genuine benefit that's here to stay.There's more on our website: hyperfinity.ai/loyaltyResources mentioned in the conversation:https://assets.publishing.service.gov.uk/media/6749f28975bb645366b3a2a9/Executive_summary__2...
2025-07-3021 min
To Affinity and Beyond - Decision Intelligence for RetailThe three loyalty mechanics that are burning moneyThis is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.Loyalty schemes are hot right now. Every brand wants one –but the uncomfortable truth is most are haemorrhaging money faster than they’re building genuine loyalty.58% of consumers don’t even use the loyalty programmes they’ve signed up for - so what’s going wrong? We dive into it in episode six.There's more on our website: hyperfinity.ai/loyaltyResources mentioned in the conversation:https://www.capgemini.com/mx-es/wp-content/uploads/sites/28/2022/12/redefining_loyalty_programs_capgemini_consulting...
2025-07-1525 min
To Affinity and Beyond - Decision Intelligence for RetailStop forking out money your suppliers want to spend for youThis is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.When you're building an engaging loyalty programme, you don't have to do it alone.In this episode, we explain how many suppliers are keen to fund retailers' loyalty programmes - to create stronger brand engagement and improve their understanding of customers. It's a triple win - for customers, retailers and suppliers.There's more on our website: hyperfinity.ai/loyaltyResources mentioned in the conversation: https://www.statista.com/statistics/1370352/digtial-retail-media-advertising-spending-uk/#:~:text=In%202022%2C%20digital%20retail%20media,the%20end%20of%20that%20...
2025-07-0119 min
To Affinity and Beyond - Decision Intelligence for RetailLoyalty isn't SaaS; it's strategyThis is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.You’ve got your loyalty programme. You’re dishing outrewards left, right and centre. But you’re still struggling to change customer behaviour. In this episode, we’ll explain how the answer isn’t to buy another SaaS platform. It's to get the most from your existing tech stack by powering loyalty decisions with strategy and decision intelligence. There's more on our website: hyperfinity.ai/loyaltyResources mentioned in the conversation: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
2025-06-1724 min
To Affinity and Beyond - Decision Intelligence for RetailWhy a loyalty decision engine is streets ahead of SaaSThis is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.We're back with a new season - focusing on everything customer loyalty.Monolithic SaaS platforms promise you the world - but they can't deliver flexibility. This episode explores composable alternatives to rigid SaaS and uncovers the missing layer in a modern retail loyalty stack.There's more on our website: hyperfinity.ai/loyaltyResources mentioned in the conversation: https://softwarecontractsolutions.com/gartner-top-strategic-technology-trends-for-2022/?utm_source=chatgpt.com
2025-06-0441 min
To Affinity and Beyond - Decision Intelligence for RetailIs loyalty broken? Or is the future bright?This is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.We're back with a new season - focusing on everything customer loyalty.Ineffective loyalty programmes are a real budget drain. Relying on a one-size-fits-all approach means retailers are missing an opportunity.This episode digs into decision intelligence and how it can drive real customer behaviour change. We're arguing it's the future of loyalty.There's more on our website: hyperfinity.ai/loyaltyResources mentioned in the conversation: [Book] How Brands Grow: What Marketers Don't Know by Byron Sharp
2025-05-2038 min
To Affinity and Beyond - Decision Intelligence for RetailHow to win the loyalty argument with your CFOThis is To Affinity & Beyond; HyperFinity's decision intelligence for retail podcast.We're back with a new season - focusing on everything customer loyalty.Loyalty programmes are everywhere in retail these days. But there's one huge hurdle marketing teams consistently face: convincing the finance department that loyalty is worth the investment. So how do you justify the costs associated with loyalty schemes when your CFO is eyeing that budget line with scepticism?This episode dives into measurement and how it's the answer marketeers are looking for.There's more on our...
2025-05-0720 min
To Affinity and Beyond - Decision Intelligence for RetailWhat did we learn in season two?This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.
In the final episode of season two, we’re looking back at the topics we’ve covered over the last couple of months. Host Peter Denby walks through sound bites from each episode – from demand forecasting and decision intelligence to location planning and 2023’s retail trends.
Resource one: The state of retail in 2023, part one – https://hyperfinity.ai/resources/the-state-of-retail-in-2023-part-one
Resource two: The state of retail in 2023, par...
2023-06-1516 min
To Affinity and Beyond - Decision Intelligence for RetailWhy should data inform a retailer’s location?This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.
In this episode, we’re covering location planning. Host Peter Denby is joined by Asheeka Hyde, Dunelm’s Head of Trading Analytics, to discuss how retailers use data and analytics to power crucial location decisions.
Resources
Resource one: A retailer’s location often determines its
success– https://www.retailgazette.co.uk/blog/2019/09/just-how-important-is-a-retailers-location-location-location/#:~:text=It's%20commonly%20believed%20good%20location,it%20faces%20from%20other%20businesses.
Email peterdenby...
2023-06-0634 min
To Affinity and Beyond - Decision Intelligence for RetailWhat's the future of decision intelligence?This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.
In this episode, we’re going back to our roots. Host Peter Denby is joined by Dr Lorien Pratt, the co-inventor of decision intelligence (DI), to discuss how it came about, why businesses need it, how organisations can get started with DI, and it’s potential for the future.
Resource one: ‘Link’ is Dr Lorien Pratt’s first book on decision intelligence – www.linkthebook.com
Resource two: We produce 2.5...
2023-04-0628 min
To Affinity and Beyond - Decision Intelligence for RetailFrom data to devotion: How to create loyal customers using analyticsThis is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.
The key to business growth and success is retaining customers. Join host Peter Denby and Costa Coffee’s Ed Child, as they discuss how data plays a vital role in creating loyal customers.
Resource one: The importance of customer loyalty – https://www.forbes.com/sites/forbesagencycouncil/2020/01/29/the-value-of-investing-in-loyal-customers/?sh=31b68a0921f6
Resource two: Existing customers spend 31% more than new customers and are 50% more likely to try new products – https://www.business...
2023-03-2430 min
To Affinity and Beyond - Decision Intelligence for RetailWhy should I buy from you?This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.
Tune in as we explore how retail is changing; common archetypes; and the importance of retailers understanding and delivering on their value proposition.
This time, our host Peter Denby is joined by Ian Shepherd, a former executive who led Pan-European retail, consumer and hospitality businesses such as Sky, Game Group and Odeon and UCI cinemas. Ian’s now a retail-focussed NED and Chair and advisor to retailers, investors, and innovative start-ups.
Resource one: Moving Tribes newsletter – https...
2023-03-0934 min
To Affinity and Beyond - Decision Intelligence for RetailWhat is decision intelligence for retail?This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.
This episode demystifies decision intelligence; a fast-growing tech category that’s rapidly being adopted by leading retailers. Our host Peter Denby is joined by fellow co-founders Adam Barrowcliff (Chief Data Officer) and Damon Bryan (Chief Technology Officer).
Resource one: Dr Lorien Pratt and Mark Zangari, The New Science of Decision Engineering. Telecom Asia. September 2008.
Resource two: Cassie Kozyrkov’s definition of decision intelligence – https://decision.substack.com/about
Resource three: Alibaba’s top ten technology...
2023-02-2331 min
To Affinity and Beyond - Decision Intelligence for RetailWhy is demand forecasting a huge opportunity for retailers?This is To Affinity & Beyond; HyperFinity’s podcast about decision intelligence, data science and AI for retail.
This time, we’re exploring demand forecasting – a process that’s widely considered imperative to get right in order to run a successful retail business. Our host Peter Denby is joined by fellow co-founder and Chief Customer Officer Thomas Hill.
Resource one: Wikipedia’s definition of demand forecasting – https://en.wikipedia.org/wiki/Demand_forecasting
Resource two: a second definition of demand forecasting, by global fulfilment software ShipBob – https://www.shipbob.com/uk/blog/demand-forecasting/#what-is
Resource...
2023-02-0847 min
To Affinity and Beyond - Decision Intelligence for RetailPart 2: How data & AI help address 3 major retail trends for 2023This is To Affinity & Beyond; HyperFinity's podcast on decision intelligence for retailers.
This time our host is joined by HyperFinity's Chief Customer Officer, Thomas Hill, for the second of a two-part special. We're focusing on three key retail trends in 2023 and how data and AI can be used to address them.
This time we'll cover:
1. The rise of the circular economy
2. What's next for department stores?
3. Is it dark days for Black Friday?
Additional resources
Resource one: Wikipedia's definition of a circular economy: h...
2023-01-2743 min
To Affinity and Beyond - Decision Intelligence for RetailPart 1: How data & AI help address 3 major retail trends for 2023Hello and welcome everyone. I’m Pete Denby, Co-founder of HyperFinity. This is To Affinity & Beyond, our podcast about decision intelligence, data science and AI. With a particular focus on all things retail and consumer products.
We all know it’s a very turbulent time for retailers, filled with challenges, risks, and opportunities.
Over 2 episodes we’ll explore 6 of the biggest trends we’re seeing in retail. We’ll talk about what they mean for retailers, and, as we’re a data science and AI company, we’ll provide some insight on how data can be used to add...
2023-01-101h 03
To Affinity and Beyond - Decision Intelligence for RetailWhat did we learn in Season One?Hello and welcome to the final episode in Season One of our podcast, To Affinity and Beyond. I’m Pete Denby, host of the podcast and Co-founder at Hyper.
In this episode I’m going to reflect on 3 things.
1. What we’ve learnt from starting and producing a regular podcast
2. Our most listened to podcast and it’s main highlights
3. 3 key insights from the rest of Season One
As promised in the episode, below is a summary of my favourite podcasts. We hope you enjoy these before tuning back in to Se...
2021-08-0508 min
To Affinity and Beyond - Decision Intelligence for RetailHow technology and insight drive innovationHello and welcome to another episode of To Affinity and Beyond. This week I’m joined by Joel Spence, Director of Growth and Innovation at Serco ExperienceLab.
I’ve known Joel for a few years, since working together for around 12 months at Callcredit, before their £1b acquisition by TransUnion. Joel is the epitome of a modern growth director with a strong focus on customer experience and innovation.
In this episode we talk about how technology and insight drive innovation. Joel shares some great examples to bring the topic to life and I think you’ll find th...
2021-07-291h 01
To Affinity and Beyond - Decision Intelligence for RetailWhy is TikTok so Addictive?Hi I'm Pete Denby, host of To Affinity and Beyond and Co-founder of Hyper. In this episode we explore the phenomenon that is TikTok. Specially we talk about why it's so addictive, focusing on TikTok's use of data science and AI in their 'For You' recommendations. We explore what sets TikTok apart from other social media platforms and how brands can leverage TikTok to engage customers.
I'm joined by podcast regular and fellow Hyper Director, Tom Hill. Plus Jessie Stuart, Analytics Manager at Hyper, makes her podcast debut. There are shout outs for Leicester and Jessie's Dad...
2021-07-2240 min
To Affinity and Beyond - Decision Intelligence for RetailThe Rise of Data Analytics in SportHi, I'm Pete Denby, host of To Affinity & Beyond. In this episode I'm joined by podcast newbies Dan Potts and Tom Fothergill plus regulars Damon Bryan and Tom Hill. We explore two of our favourite topics, data & analytics and sport, providing a potted history of how data & analytics has been used by teams over time and where it's being used to gain competitive advantage today.
It's a topic we're passionate about and is clearly becoming a key weapon across multiple sports.
Just don't mention Euro 2020.
If you'd like to learn more about Hyper...
2021-07-1549 min
To Affinity and Beyond - Decision Intelligence for RetailThe AI-First Company with Ash FontanaThis week I'm joined by Ash Fontana, author of The AI-First Company and Managing Director at Zetta Venture Partners. The AI-First Company is a superb read and succeeds on two levels. Firstly by articulating to executives why their business should become AI first, and secondly acting as a playbook for managers tasked with implementing the steps to becoming AI First.
In the podcast we explore the key themes from the book, such as what it means and takes to be an AI-First Company, exemplars in this space, the concept of Data Learning Effects (DLEs), how to win...
2021-07-0839 min
To Affinity and Beyond - Decision Intelligence for RetailThe purpose of data & insight is to make better decisions, with ex Sky executive, Tony MooneyHello and welcome to another episode of To Affinity and Beyond. This week I’m joined by Tony Mooney, widely acknowledged as an expert in fact-based decision making, with an incredible resume building world leading data analytics, insight and decision science capabilities for huge brands such as Sky, Orange and Centrica.
I worked with Tony for around 3 years at Sky and witnessed first-hand how his 600 strong team played a massive part in Sky’s meteoric rise as a highly successful media business.
In this episode we talk about the single most important role for data and insight…to make better decisi...
2021-06-301h 02
To Affinity and Beyond - Decision Intelligence for RetailDoes experimentation inhibit or encourage innovation and creativity?I'm joined in this episode by David Mannheim, a leading expert on conversion rate optimisation and experimentation. David shares his views on whether experimentation inhibits or encourages innovation and creativity. We also also talk about a number of his other passions, including Disney, Manchester United and creativity more broadly.
David is a very engaging speaker who talks with authority and care for the topics than mean the most to him. It's a great listen. Enjoy!
You can connect with David at https://www.linkedin.com/in/davidleemannheim/ and find his musings at https://substack.com...
2021-06-1644 min
To Affinity and Beyond - Decision Intelligence for RetailHow to make effective decisions with data scienceIn this episode I'm joined by my co-founders at Hyper Group, Adam Barrowcliff, Damon Bryan and Tom Hill. We discuss how to make effective decisions with data science, something we've all lived and breathed through our careers working in retail, consumer brands, data and analytics agencies.
We talk about the status quo, what stops retailers and brands using data science to inform their decisions and how they can overcome these challenges.
There are honourable mentions for Tom's mum and Dominic Cummings plus we debate the merits of a Covid-19 enforced change to how we buy...
2021-06-0837 min
To Affinity and Beyond - Decision Intelligence for RetailHow can retailers use data to meet modern consumer expectations?In this episode we welcome Andy Tudor, CEO of Clekt, a data optimisation business. Andy has previously held senior roles with retailers such as WH Smiths, Monsoon Accessorize and Debenhams, which is reflected in his deep understanding of retail and what it takes to succeed in a tough market.
We talk about Clekt and their mission to help organisations drive value from data. We discuss how consumer expectations have changed over time and how data, analytics and technology hold the key to meeting them. And we touch on a subject close to our hearts, the future of...
2021-05-2743 min
To Affinity and Beyond - Decision Intelligence for RetailWhich brands are winning with affinity analytics?In our first full episode we explore affinity analytics and its commercial application. We discuss what affinity analytics actually is and how it can be used in conjunction with other data science techniques, such as attribution and customer need states.
In a highly accessible episode we focus on which major brands are using affinity analytics to create customer insight, deliver exceptional customer experiences and optimise their decision making.
We bust the myth that affinity analytics only relates to marketing personalisation, talking about how major brands such as Netflix, Spotify, Nike, Airbnb and McDonalds and either...
2021-05-1435 min