Big Data for Humans, the customer insights and marketing automation provider to retail businesses, has confirmed the addition of UK-based Arcadia Group to its growing roster of global clients.

Arcadia will run a six month pilot with Big Data for Humans’ software-as-a-service, ‘The Customer Graph’, across its Topshop, Topman and Wallis High Street brands to gain customer insights and deliver personalised marketing campaigns.

“Our ambition is to deliver much smarter, more targeted marketing activity for Topshop, Topman and Walli,” said Arcadia Group’s Simon Pritchard, “and Big Data for Humans’ solution facilitates that in a very retailer-friendly fashion.

“With the Customer Graph, we’re getting closer to our customers than even before, combining online and in-store data in a way that has not been possible before, and we have high hopes for the results it will generate during the pilot.”

Big Data for Humans, which counts Selfridges, Swiss department store Jelmoli and the Malaysia-based Melium Group amongst its fashion retail clients, “empowers retailers by placing the benefits of advanced data science into the hands of in-house marketers in one simple interface”.

Founded in Scotland in 2014, Big Data for Humans is an alumni of Techstars London and has a 40 strong team across three offices in London, Glasgow and Singapore.

Sheila Power, CSO, commented: “The Arcadia Group is a significant win for our business. It presents our team with an exciting opportunity to work with some of the retail sector’s best brands and operators, and to demonstrate the capabilities and results that are possible.”