Peter Ellen is currently in stealth mode with a new venture, Big Data for Humans. He was one of the original co-founders of Maxymiser and led the development of its product, engineering and technical services groups since inception. Based in the Edinburgh office, Peter led the Strategic Solutions and Alliances group, who were responsible for research and development for the next generation of Maxymiser's solutions and integrations via a network of global partners. Prior to Maxymiser, Peter consulted for a number of businesses in the media, retail and marketing sectors including Lexis Nexis, Experian and Somethin' Else, a leading media content producer. With over 17 years of experience in the retail industry, Peter was also the founder and Managing Director of Fopp Ltd, an entertainment retailer in the United Kingdom, where his strategy and long-term vision helped propel the brand's growth and resulted in its sale to HMV plc. Peter received a fast track PG Dip M from the Chartered Institute of Marketing in 1997.