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 AnitaAnita 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.Timestamps00:31 Understanding data04:55 Improving customer engagement06:28 Billing and debt collection 20:03 Anita's career journey30:13 Business growth37:30 Choosing the right investor42:46 Recruitment and company culture45:58 Data usage and permissionsLinksVisit Sagacity’s websiteRead about Anita’s recognition on the E2E Female 100 track listFollow Anita on LinkedInFollow James Reed on LinkedInAll About Business is brought to you by Reed Global. Learn more at: www.reed.comThis 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

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.