Global sales and marketing agency BNZSA has launched a decision science practice and is hiring industry expert Angela Beresford to lead it

Previously, Beresford worked for Google, Harte Hanks, Publicis Groupe, BT Enterprise, BskyB and O2, where she created data assets and models to predict not only which companies to target and when, but also how to tailor messaging to reflect the individual. the motivations and communication preferences of the contacts.

The Decision Science practice is part of a 50-person data services team that includes data strategists, scientists, engineers and analysts. This new department will use a mix of proprietary and machine learning tools to analyze BNZSA’s ten years of first-party data as well as data from several third-party sources.

According to Beresford, “Too many businesses still suffer from an inability to make informed marketing decisions and take action. This is often caused by siled, inconsistent, and poorly organized data, which makes it impossible to find opportunities, nurture relationships, and communicate effectively. “

“The difference between data science and decision science is that where the data scientist focuses on providing insights and relationships from statistical analysis, the decision scientist begins by examining and quantify the influences on the decision-making process, which can shape the optimal marketing actions for There is a huge opportunity for BNZSA to add value to its customers with Decision Science and unlock the next level of growth”, Beresford said.

Speaking about the launch of Decision Science, BNZSA Founder and CEO Brahim Samhoud said, “We are extremely fortunate to have someone of Angela’s caliber on board. The Decision Science team has a great opportunity to anticipate future end-user purchases. decisions based on what we know: product affinities, market trends and behaviors that we identify from our own data. »

“These concepts are well-established in B2C data science and we will be taking them further, incorporating intent signals as well as the benefit we have from the direct conversations we have with the companies we power,” Samhoud said. .


BNZSA is a leading sales and marketing agency specializing in data, digital and TV-driven demand generation, with a team of 400 agents who are experts in delivering qualified, sales-ready leads. The company was established in 2013 and has grown rapidly in nine years and is privately owned.

The company is based in Madrid, Spainand has offices in the UK, Franceand Morocco. It invests heavily in training and onboarding its agents with industry-leading tools and practices. They are all native speakers and carry out client campaigns in languages ​​around the world. In addition to the unique human and personal dimension of the business, BNZSA is a leader in applying technology to underpin its value proposition. He has built his own bespoke CRM platform and is a pioneer in the use of artificial intelligence, neuro-linguistic programming and machine learning technologies.

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