Outra, a household intelligence company helping brands better understand and anticipate customer behaviour at the address level, has appointed Fred Jones as CEO.

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 counts Sky, Zoopla, Shell and AXA among its clients,