Rufus is a market research survivor who has somehow managed to transition himself into the digital analytics world. At the BBC where he was for 12 years he started at the extremely analogue BBC World TV, helping to plan TV schedules on nothing but recall surveys ending up working on the launch team for the international website for the BBC, BBC.com. Since then he’s built an insight team at HarperCollins publishers and attempted to wean them off paper. He is currently Head of Insight at Just Eat, the digital aggregator for food delivery. His role there is to drive the why to the what in the over one billion rows of data Just Eat processes every day, and to get everyone to realise that there’s a whole consumer world beyond their customer database.