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Building a Data & Insight Driven Fire and Rescue Service

Venue: Online

This event is part of the Research Centres Impact Day hosted by the School of BEI.

Marketing and consumer research group 

Director: Dr Rungpaka Amy Hackley Senior Lecturer, Department of Management, Birkbeck University of London

Building a Data & Insight Driven Fire and Rescue Service

This talk highlights how fire and rescue services around the UK are embracing data science to better enable decision making and policy at all levels, be that through the use of Drones, in community safety work or in the communication of risks. Whilst commercial data science races ahead, the implementation of AI and machine learning technologies in the public and social sectors must be done in an explainable and robust way. Although these technologies are generating a lot of excitement, Fire and Rescue Services are taking a cautious approach. Targeting work is primarily done using socio-demographic segmentation products and a move to more sophisticated methodologies creates a number of key issues relating to both ethics and equality that will need careful thought.


  • Apollo Gerolymbos, Head of Data Analytics at the London Fire Brigade



Dr Rungpaka Amy Hackley 

Dr Rungpaka Amy Hackley is Senior Lecturer in Marketing at Birkbeck, University of London. Prior to this she was Lecturer in Marketing at Queen Mary, University of London, Durham University, and before that at University of Surrey. Dr Hackley obtained her PhD from the School of Management, Royal Holloway, University of London, where she also worked as a Teaching and Research Associate. Her PhD entailed a cross-cultural study of young consumers’ experiences of TV product placement, and her first publication from her PhD research was the only UK paper cited by the ITV companies in their response to the UK government’s first consultation on UK TV product placement regulation.

Apollo Gerolymbos used to work in data analytics and he was a volunteer firefighter on the side, he then combined his hobby and career. He now is the Head of Data Science at the London Fire Brigade (LFB).


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