Geraldine and Mahima talk with Aidan Connolly founder and CEO of Idiro Analytics and Fin Murphy founder and CEO of TheStartup.com about advanced analytics in customer experience, the analysis of the customer journey and who is really driving this journey, brands or consumers? Aidan developed 'Intervention Vault' for Vodafone 20 years ago, enabling customer service agents to retain or prevent churn with 'Next Best Activity' (NBA), a platform for the ultimate positive CRM system. Aidan went on to start up Idiro Analytics, now a multiple award winning advanced analytics company nationally and internationally, in business over 15 years. As an example of innovative CX processes, since Covid-19 lockdown, Idiro's team has been busy assisting their B2B customers to run 'Predictive NPS' (Net promoter score), as contact with end user customers has changed utterly. We ask some hard questions to reveal general brands motivation behind 'Customer Analytics' . Aidan talks about the potential damage of so called 'data filtering' being data discrimination in truth for some cases. The need for ethical processes and how Idiro Analytics also help their customers to use analytics ethically. Finally, how people generally don't understand the consequence of data yet, and how people haven't put a value on their data, evident when they give it away for free!!!  Hosts: Geraldine Magnier & Mahima Badsra   iTunes: https://lnkd.in/eme6kyY  Twitter: @needlelands  Blog: mahimabadsra.com  Email us at [email protected]