Our Team

So what's unique about us?

What makes us unique is our ability to translate complex analytics into practical, insightful and actionable solutions.

Datamine are leaders in the data analytics sphere and our technical and client services teams have been hand-picked based on their skill and experience. 

Our pool of expertise is vast, encompassing:

• business consulting
• marketing
• direct mail
• digital
• project management
• pricing
• statistics
• predictive modelling
• operations research
• computer science
• programming
• technical support and implementation

Our team is passionate about working alongside progressive and innovative organisations to make a difference. So, if you're a changemaker that wants to make a real and positive difference to your business, our team can be your secret weapon.

The Directors

Paul O'Connor:

Paul founded Datamine in 1995 and has been the catalyst in Datamine's growth into a key player in the data analytics space and an invaluable resource for many of New Zealand's leading corporates.

Paul is continuing to raise the profile of Datamine and data mining and developing new data mining ideas and concepts. Paul still works hands-on with the technical team, enabling clients to benefit from his wealth of experience.

Over the years Paul has gained extensive hardware and software experience and has 15 years core data mining experience, in all aspects of the discipline. Paul's qualifications include a BSc and a diploma in Statistics and Operations Research from Victoria University of Wellington.

Paul's industry experience is extremely thorough, serving companies in banking, energy, insurance, telecommunications and the public sector, just to name a few. This covers a large number of clients with whom Paul has worked directly, many of whom are leaders in their industries within New Zealand and overseas.

Sally Carey:

Sally joined Datamine in 2001 to develop the consulting side of our business. This aspect is now fully integrated with the range of solutions available to our clients.

Sally is a partner and co-owner of Datamine and one of our key business consultants who plays an integral part in the team. 

Originally from the UK, Sally gained a BA in Systems Analysis and received a Masters in Business Administration (MBA) from Bradford University (UK). Sally is a fellow of the UK Institute of Direct Marketing.

Working on the majority of Datamine's key accounts Sally has industry experience in banking, insurance, energy, retail, FMCG and mail order. With over 20 years' business and marketing experience in the direct marketing industry Sally also has agency and direct marketing services experience.

Sally believes that extraordinary results are achieved by a combination of analysis and intuition, and have been referred to by some clients as magic.

Sonya Crosby

Sonya joined Datamine as Managing Director in 2009. In this role, Sonya is responsible for managing the business and driving the overall strategy for this rapidly growing company. 

Sonya's previous experience spans agency, client and industry organisations and takes in numerous corporate, media, communications and retail accounts. 

Sonya is a past President of the Association of New Zealand Advertisers and the Advertising Standards Authority and is a current Council member of the Direct Marketing Council. 

Sonya loves building businesses and is a strong believer in first understanding the business question, then using the most effective tools and insight to deliver the best business result.