Outra, a ‘household intelligence’ company informing marketing campaigns for the likes of Sky and Zoopla, has appointed a new CEO.
Outra, based in London, helps brands better understand and anticipate customer behaviour at the address level.
It started life as the data engine that powered Hometrack, an industry leader in property data which was acquired by Zoopla in 2017. Giles Mackay subsequently spun Outra out as a separate business.
‘Signal erosion’ is a real challenge for marketing professionals everywhere, the firm says: as cookies and device IDs disappear, marketers are losing the clear signals they’ve long relied on.
Outra aims to solve this via AI and advanced technologies which provide household-linked signals which allow brands to predict transactions. It also counts Shell and AXA among its clients.
It gives them access to 60 data sources which provide a combined 75 million data points. This helps them to understand where people plan to buy; where they plan to buy; and even when they are likely to convert.
Previous CEO Anthony Rhind left the business earlier this year to found Marvellous Insights.
Fred Jones, who serves as CEO of Upstix – a firm which helps people to sell their home quickly online and is a sister company of Outra – will now lead Outra alongside his existing role. Mackay founded Upstix in 2021.
“I am honoured to take on the role of CEO at Outra,” said Jones. “We are at a very exciting moment in time where Outra’s unique data asset and advanced technologies can solve the very real challenge of signal erosion, and we are very well positioned to accelerate our growth and strengthen our position as industry leaders.”
He joins a senior leadership team consisting of Graham Field, Leo Xiong, Ryan Sheild, Jack Edwards, Ryan Ginbey and Tom Nicholson.
Mackay said: “Fred’s appointment as CEO reflects both his outstanding leadership at Upstix and our confidence in his vision for Outra. He is exceptionally well-placed to build on the strong foundations at both companies and lead the group into its next phase of growth.”
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