Giles Pavey is a consultant on data science and big data. Until November 2016 he was chief data scientist at Dunnhumby, leading its global science team covering work on price and promotions, personal recommendation, simulation, prediction and analytical computer sciences. Giles worked at Dunnhumby from 1998 when he joined to lead the analysis on the Tesco account. Notable work included the creation of the shopping habit and lifestyle customer segmentations. He has held a number of roles over 18 years with the company, working with retailers and suppliers on five continents. Prior to this, he worked in market research with IRI and WPP. Giles is honorary professor of Computer Science at UCL and visiting fellow in Mathematics at Oxford University.