James Reed: all about business31 Mar 2025

21. Fix your ops issues and save thousands every year by looking at THIS data | Anita Dougall

How can you use data to increase revenue, improve customer relationships, and make better business decisions?

In today’s episode of All About Business, I speak with Anita Dougall, the co-founder and CEO of data consultancy firm, Sagacity.

Anita started the business in 2005, and since then has helped companies like AA, British Gas, and Moonpig spin their data into business gold.

She reveals how to use data to optimise customer engagement, drive revenue, and resolve the billing issues that could be costing you millions.

About Anita

Anita is the CEO and founding partner of Sagacity, a leading consultancy that specialises in providing data-driven insights to help businesses maximise their returns.

Before co-founding Sagacity in 2005, Anita worked in investment banking. Her experience in financial and commercial roles that relied heavily on technology, led to her becoming an independent consultant, eventually co-founding Sagacity.

In 2025, Anita was recognised on the E2E Female 100 track list, which celebrates the UK’s fastest growing female-led or founded businesses.

Timestamps

00:31 Understanding data

04:55 Improving customer engagement

06:28 Billing and debt collection

20:03 Anita's career journey

30:13 Business growth

37:30 Choosing the right investor

42:46 Recruitment and company culture

45:58 Data usage and permissions

Links

Visit Sagacity’s website

Read about Anita’s recognition on the E2E Female 100 track list

Follow Anita on LinkedIn

Follow James Reed on LinkedIn

All About Business is brought to you by Reed Global. Learn more at: www.reed.com

This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit www.flamingo-media.co.uk

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