AICOG

Machine Learning & AI Consultancy

Enterprise-grade data science expertise for growing businesses. Founded by Rupert Coghlan, with a decade of delivering results at organisations like BT, EY, Marriott, and ITV, including £30M in ML-driven leads, £160K saved through predictive modelling, and customer insights worth £3M+ in annual uplift.

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About AICOG

AICOG is a machine learning and AI consultancy founded by Rupert Coghlan, helping businesses turn their data into measurable commercial results.

With a decade of experience delivering for organisations like BT, EY, Marriott, HSBC, and ITV, we specialise in the analytics that directly drive revenue.

What we bring:
  • A decade of proven results across financial services, media, telecoms, and professional services
  • End-to-end delivery from strategy through to implementation and measurable outcomes
  • Enterprise-grade machine learning and AI expertise at consultancy rates accessible to growing businesses
Flexible engagement models:
  • Project-based work for defined deliverables, scoped to your budget
  • Day rates for ongoing advisory and consulting

Selected Projects

Senior Manager - Data Scientist - ITV
2023-Present

Responsible for large brand campaign measurement studies, measurement product automation and new product innovation

  • Delivery of multiple regional lift and VOD lift studies and post campaign analyses for SME and Large Brands
  • Revolutionising the measurment workflow for the measurement innovation team through cloud best practice and custom pipelines and environment builds
  • Testing of third party data sets via secure clean rooms and exchanges for experimentation
  • Product owner of innovative Pricing Power and GA4 pixel injection products
Data Science Lead - BT
2023

Led data science workstream responsible for £30M of leads in 6 months across multiple products and customers

  • Advisory and build of corporate customer data model at subsidiary level
  • Consulting on business definitions and targets for the machine learning models
  • Building of a data science team to deliver multiple machine learning models across churn prediction, propensity to buy and association rules methods
  • Ran numerous experimental approaches for senior execs to gain consensus on final approaches used
Data Science Lead - EY
2021 - 2022

Advised AICPA/CIMA on how to leverage its new web platform and granular customer data to understand its members interactions patterns

  • Led a team of data scientists to build a customer data model across marketing, billing, web interactions, content consumption
  • Produced a segmentation of 500K members using a combination of PCA and K Means
  • Approach yielded 22 x-sell opportunities with a yearly uplift of £2-3M
Data Science Consultant - Marriott Hotels
2020 - 2021

Delivered and advised on how Marriott hotels could leverage machine learning as an alternative approach to media planning during COVID-19

  • Produced multiple machine learning models for multiple markets to predict website visits and hotel bookings
  • Models were autotrained and results were available in a custom built interactive rShiny dashboard for media planners to optimise their media spending plans
  • £160k was saved in the first 6 months of its release and was shortlisted for a media tech award in 2022

Get in Touch

Let’s talk. Whether you need expert guidance on your next analytics project or want to explore how AI and machine learning can help your business, I’d love to hear from you. You can also book a free 30-minute discovery call directly.