Chris Gobby is Head of mData for New Business at EE. In this role, Chris is responsible for driving better decisions from big data, making use of EE’s rich mobile data to produce new innovation for data analytics and market research. Within EE, his day to day work encompasses new product development, the construction of corporate strategic initiatives, shaping and evolving the mData proposition and, of course, some serious number crunching. Chris’ background is in customer relationship management. Before taking on his current role, he was tasked with overseeing Orange’s return on investment for the consumer ‘Pay Monthly’ portfolio, which involved (amongst other things) optimising all direct marketing channels, such as SMS, direct mail, bills and more.