Intellection Software Wins Bravery Award

London, United Kingdom, June 25, 2014 --(PR.com)-- Intellection, the P&L Optimisation specialists in Consumer Insight and Marketing Analytics for market researchers, media companies and brands, is pleased to announce that Dave Birch has been honoured with the Badge of Courage at the Ginny Valentine awards at IIeX North America.

Usually preserved to Science Fiction and Futurology, Machine Learning and demonstrating that machines are smarter than humans, Dave Birch is bravely automating the research industry - creating more thinking time, embedding expertise into the machine, creating new revenue opportunities and significantly enhancing profit.

As the judges acknowledged, sadly, this comes at a cost. The humans become redundant. The new challenge - what to do with the people who are trained to manage a process which has been disrupted by a machine.

As Ray Poynter famously said: "Humans are slow, inconsistent and expensive. Machines are not."

About Dave:
Dave is a free thinking technologist and serial entrepreneur who regularly has ideas that are generally thought impossible to do, and then gets his hands dirty doing them. With a background in managing mission critical financial platforms, market research is a new field with fresh new challenges to tackle.

Commenting on the award Dan Foreman, Board Director at Intellection and ESOMAR President, said: “I am delighted that Dave’s work is being honoured, albeit grudgingly. Intellection brings tremendous value to the industry – indeed any industry which uses big data – and it is appropriate it is celebrated.”

Dave Birch added: “I was surprised but delighted to be recognised by such industry game-changers and stalwarts. This is a great time for Intellection as we help more organisations optimise their top and bottom lines through smart machine-led interpretation and deployment of insight generation.”