Outra targets agency sector with first dedicated team

Data analytics consultancy Outra is launching its first dedicated agency team, enabling advertisers to leverage household-level, privacy-first data to deliver smarter, performance-driven campaigns.

The team will be spearheaded by head of agency Kimberley Joyce, who will be responsible for building the unit “from the ground up”, driving strategic partnerships, and supporting clients in adopting the company’s advanced data and analytics platform.

Joyce brings more than a decade of experience in agency and data-driven marketing. Most recently, she served as principal partner at Samba TV, and previously held senior roles at Blis and GroundTruth, where she led teams, managed client partnerships, and developed innovative geo-targeting and ACR-based solutions.

Her career has focused on helping agencies grow revenue and deliver measurable results through data-led strategies.

Originally launched in 2016 as the “data engine” for Hometrack, a property analytics firm founded by Giles Mackay, Outra was spun out as a standalone business following the acquisition of Hometrack by Zoopla in early 2017. At launch, the firm was led by former DunnHumby CEO Simon Hay; Fred Jones was appointed CEO in December 2025.

It uses AI and machine learning to analyse proprietary data from around 30 million UK households to predict consumer behaviour. Clients include Sky, Zoopla, Shell, AXA, and Hometrack.

Joyce said: “Agencies today are under immense pressure to reach the right audiences, deliver measurable results, and navigate a landscape where privacy regulations are constantly evolving.

“Outra’s household-level, privacy-first data gives them the insights to understand consumers more precisely than ever before. My goal is to build a high-performing agency team from the ground up, partnering with agencies to help them make smarter decisions, unlock new growth opportunities, and deliver stronger outcomes for their clients.”

Outra chief revenue officer Graham Field added: “Kimberley’s extensive experience in agency partnerships and data-driven marketing makes her the perfect leader to establish our first dedicated agency function.

“Her appointment underlines our commitment to helping agencies thrive in an evolving media landscape, while leveraging the full potential of our privacy-first, household-level data.

“We’re excited to see her build a high-performing team that will drive measurable growth and deliver strategic value for both our agency partners and clients alike.”