They are best known for setting up global insights business dunnhumby in 1989, which launched Tesco’s Clubcard, the first mass customisation loyalty programme. They sold the company to Tesco in 2008.

Dunn is also a board member for the Centre for Data Ethics and Innovation. She said: “We are both delighted to receive this honour and to be recognised for our contribution. We’ve always been passionate about transforming the way in which businesses operate and helping them solve their biggest challenges using data. This honour will spur us in our ambition to further revolutionise the data science landscape and the view brands have for their customers.”

In addition, Mark Runacus, former chief strategy officer for Karmarama and now diversity champion and chairman of PrideAM, was awarded an MBE for services to advertising. 

He was an owner and senior partner of creative agency Crayon when it was acquired by Karmarama’s holding company in early 2012 and stayed at Karmarama as CSO until December 2017. He is also non-executive chairman of the DMA (UK) Group, where he helps champion best practice in digital and data-driven marketing.

Runacus said: “Banging the drum on behalf of all LGBTQ folk out there to ensure the ad industry portrays them more fairly, accurately and without stereotyping, is just an instinctive reaction of mine. While it is a huge honour to be nominated for an MBE, I accept it on behalf of all the people I work with – and have worked with over the years – in my various capacities both professional and voluntary. And as an active supporter and member of the MRS I was delighted to be asked recently to take part in the launch of MRS Pride. Congratulations to everyone involved.”