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Steve Raper, who has run his own data analytics consultancy for the past 13 years, will join Rivett-Jones and Emslie at The Data People.

The start-up claims to have a number of undisclosed clients in the private and public sectors. It is also in discussions with a number of digital and integrated agencies about helping their clients to get more from their data.

The Data People will provide consultancy on all aspects of online and offline data from data profiling and data modelling to data collection and data enhancement as well as helping clients create data driven business and marketing strategies.

Rivett-Jones said: "Very few companies or agencies have their own data planning resource and we're looking to fill that gap. We'll help clients improve their bottom line by getting to know their customers better."

Emslie added: "Many organisations cannot identify the top users of their products or services. To understand who your best customers are relies on good customer insight and intelligence, and that's driven by analysing your data"

Rivett-Jones left Poulters in 2007 after completing an earn-out following the sale of the agency to Bezier. He has since held non-exec positions with Digital Therapy and Green as well as running his own marketing consultancy.

Before joining Poulters in 2005 he spent two years as planning partner at Chemistry. Before that he launched brand response agency Made With Love (MWL), which Chemistry acquired in 2003.

Emslie has spent the last 10 years at Equifax in a variety of senior roles in marketing, new business and account management.

Most recently he headed up new business development within the marketing services division of Equifax UK.

Prior to that Emslie held a variety of senior roles in agencies and clients including head of marketing at Strachan Bedrooms and stints at JDA and Poulters.