the author Martin Hayward Director of Strategy and Futures dunnhumby Martin joined dunnhumby in 2004 as Director of Strategy and Futures. He is hugely excited about the growing potential to ' Connect the Dots' of marketing; bringing dunnhumby's world- leading analyses of hundreds of millions of consumers' purchasing habits to provide faster and more granular insight than has ever been possible. These insights are driving truly actionable segmentations and communications for both retailers and their suppliers across the globe. Combining such rich behavioural data with attitudinal and media overlays is further revolutionising companies' abilities to truly understand cause and effect in marketing. Martin's previous position was as Executive Chairman of The Henley Centre, WPP's leading Strategic Marketing Consultancy. Prior to joining The Henley Centre, Martin was the founding Managing Director of BBH Futures, the strategic consultancy arm of the Bartle Bogle Hegarty Advertising Group. He was also Head of the Marketing Services Department for Mercury Communications, during which time Mercury was voted Brand of the Year. Martin began his career in Account Planning at Ogilvy and Mather.