Siorna Ashby leads the Big Data team at the British Museum. She has experience in developing a data science and analytics team from the ground up and fostering a data driven culture. The work has included predictive models, machine learning, web analytics, digital marketing, data privacy, hypothesis testing and building a data pipeline. Her core strengths lie in framing the business question for analysis, data governance, project management and information design to visualise recommendations back to decision makers.She loves data, fun facts, photography and sometimes video games. Not necessarily in that order.