Martin Duffy has been a data and analytics professional for over 25 years. He graduated from DCU in 1992 with a BSc in Applied Mathematical Sciences. After graduating Martin join SAS Institute in early 1993 as a technical support consultant in the UK, and stayed with SAS for 24 years. Martin joined PwC in 2017 as a director in the Data and Analytics Advisory Team.
Over Martin’s career he has been a champion of ensuring that Analytics is not just an academic exercise, but is tightly integrated into the business. As part of this work Martin developed an approach of business action driven analytics.
Martin’s current role is as a director in the Data and Analytics Advisory practice of PwC, is at the cutting edge of integrating analytics with business and is the country lead for PwC’s Responsible AI initiative.
This work built on Martin’s development of an analytical maturity assessment model and his development of a Target Operating Model for Analytics functions in the business. As part of this work Martin developed 4 different organisational models for the analytics function and how it integrates into the wider organisation, these act as a roadmap for the changing structures that analytics functions require as the adoption matures in the organisation.
Martin worked very closely with the public sector for many years and in particular helped Revenue Commissioners design and develop their analytics function, the Research and Analytics Branch (RAB), which is widely regarded as one of the world’s leading Tax Agency Analytics functions. As a result of this work Martin was asked by the International Monitory Fund (IMF) to support the development of Tax Risk Assessment tools for East Africa, in particular Rwanda, and to develop and deliver a Tax analytics course for Tax agencies in the Balkans Region. During this time Martin took on a lead technical role within SAS’ Fraud Centre of Excellence for Tax Risk and Compliance. In addition Martin has helped a number of other organisations develop their analytics functions including Icon Plc and Department of Social Protection NI.
The area of risk analytics is one that Martin spent many years working in, having led Basel II projects at IIB (now KBC) the first Irish Bank to become Basel II compliant, Anglo Irish Bank and Irish Nationwide. While also working closely with all 3 pillar banks AIB, Bank of Ireland and Permanent TSB to support their Basel programmes. When Martin started working in this area almost none of the banks operating in Ireland developed their own analytical models for credit risk management, this use case for analytics is now commonplace in Ireland.
Martin was also involved in the promotion of Analytics for social good including working with Rhino Watch to develop one of the world’s first digital non-invasive animal tracking systems. The system took digital photos of Rhino footprints, and by measuring certain characteristics of the footprint was able to use cluster analysis to identify individual Rhino in Zimbabwe. This allowed conservationists to understand the range and behaviours of these animals with the use of radio tracking collars.