DATA analytics company Big Data for Humans has signed up Arcadia Group for a six month pilot.

The leading retailer will run Big Data for Humans’ analysis software across its Topshop, Topman and Wallis High Street retail brands over the period of the pilot to gain insight into the behaviour of its customers, which will allow it to deliver more personalised marketing campaigns.

The Glasgow-based data firm, which counts Selfridges, Swiss department store Jelmoli and Malaysia-based Melium Group among its fashion retail clients, said the addition of Arcadia was a “significant win”.