Dr John Mildinhall is Head of Retail Data Science at Marks and Spencer, where he delivers advanced algorithmic solutions to the business, realising millions of pounds of incremental profit per year. Prior to M&S he was Head of Data Science Innovation at Deloitte, and creative director at pebble {code}. He has a Ph.D in neuropsychology, edited the Heads Up Psychology for Dorling Kindersley, and wrote the UK Government Open Data Strategy for both Department for Transport and Ministry of Justice.