"Is Your Data Intelligent?"

Julian Ardagh – Managing Director

Julian Ardagh is Managing Director of Effective Intelligence with almost three decades of experience in the information systems and Direct Marketing space. He cut his teeth at Readers Digest during its “golden years” in the eighties, learning from the best in the business. It was here that his love of computing and software found a natural partner: business analytics and data-centred marketing.

His professional career took off – as well as his taste for entrepreneurialism. He joined Charles Velkes Mail Order, soon becoming joint MD, and founded Advanced Direct Marketing in the early nineties, a specialist full-service direct marketing agency. He then founded and ran Advanced Application Databases, which was acquired to form the basis of financial services direct marketing leader, Direct Axis. Julian stayed on after the acquisition, and was responsible for the strategy and development of Direct Axis’ Marketing and Database & Analytics unit, implementing the successful pre-approved loans strategy that was a first in South Africa, and later emulated by all major companies. After helping build Direct Axis from an idea to a profitable reality Julian left to focus on his main passion: developing data solutions that unite science and data at his new venture, Effective Intelligence.

He has Diplomas in Business Management (EE) & Advanced Marketing (UCT Graduate School of Business). He has lectured widely on Direct Marketing and Data Quality systems, and served on many direct marketing and Postal Forum committees. He is currently the Chairman of the DMA Database sub-committee and also the DMA Vice-Chairman for the Western Cape.

Julian is a 4x4 enthusiast, heading into the bush with his family as often as possible – both in and out of SA.

Jonathan Tee – Head of Intelligent Solutions Design

Jonathan designs focused solutions for customers, taking EI’s vast database and powerful software and applying it to real world problems. He is uniquely suited to this task because of his ability to understand, visualise and communicate solutions to both business and technical people.

Jonathan joined EI in 2003, bringing a wealth of experience and strong technical background in data, information and systems which he gained working for 7C in London, and for local direct marketing and database leaders Direct Axis and Advanced Application Database (AAD).

He is driven to build EI’s position as the country’s leader in customer focused business solutions that meet a real need, and deliver real value.

Jonathan enjoys the outdoors, mountain biking, photography and spending time with his children. He has a passion for off-road travel and 4x4ing, both in the real and virtual worlds, running a Website for the Southern Africa Land Cruiser club.

Gerhard Botha – Head of Solutions Development and Delivery

Gerhard has been with Effective Intelligence from the early days, developing the system architecture that drives the company’s powerful software tools, and making sure they integrate with customer’s information systems.

He started his career in technology in the ISCOR Mining Division, before moving to Fedsure Medway and then Nedcor Investment Banking. This work was invaluable in building Gerhard’s expertise in corporate information systems. However, in his search for new knowledge and fresh challenges, he set up his own contracting business.

He was lured to Effective Intelligence by the opportunity to turn his passion for smartly designed data systems that could be mined for extraordinary insights into a rewarding career. His skill is getting to the point– seeing through technical complexities to develop a solid solution that solves business problems.

He is rightfully proud of two things: he’s one of the very few people that actually understand how addresses work (or don’t work) in South Africa, and he is the system architect of the most comprehensive data quality software system ever developed in South Africa – and possibly in the world.

When out of the office, Gerhard trains with kettlebells (long the secret training regimen of Russian Olympic coaches), enjoys reading and goes on breakfast runs on his motorcycle.