Analytics firm e.fundamentals has appointed former Skyscanner director Greg Urquhart to its board of directors.  He joins the company as chief technology officer and will be based in Edinburgh with the company’s expanding development operations team.

Urquhart was previously at Skyscanner’s director of product delivery. “My aim is to make e.fundamentals the Skyscanner of the ecommerce analytics world,” he said.  “e.fundamentals has the same inspiring DNA as Skyscanner and there are great similarities between the top people of both companies.” 

The company’s platform helps brand owners “compete and win online … the technology serves clients by rigorously improving the sales performance of their products on retailers’ and wholesalers’ websites”.

“We are excited to bring in Greg as he has already experienced the journey we are on,” said John Maltman, e.fundamentals’ chief executive. “He’ll strengthen the board and help our clients win by improving their online sales performance through better technology.”

Urquhart will oversee e.fundamentals’ technology platform, which reviews and gathers real-time data about brands’ product performance online and presents it through the company’s proprietary dashboards; this allows clients to quickly action the insights delivering the biggest returns.  

Many of the world’s leading brand manufacturers use e.fundamentals to manage and improve their ecommerce sales performance, including Nestle, General Mills, and Edgewell.