Kaye Nightingale

Kaye Nightingale is an entrepreneurially-minded data analyst who specialises in 'data storytelling' with specific interest in the use of data analytics to identify key business insights.

She focuses on using data analytics to understand (and influence) consumer behaviour. In particular Kaye is interested in how people do their digital marketing and how people can influence other people and how behaving more entrepreneurially can help digital marketers and entrepreneurs to stay ahead. 

Kaye is a 'data storyteller' who firmly believes in the power of storytelling and data-storytelling for both digital marketers, data analysts and entrepreneurs. Her current research focuses on the role of storytelling & data-storytelling within entrepreneurship and her current role is that of Course Leader for MA Entrepreneurship.

• MPhil
• FHEA
• PgCAP
• MCMI
• MMI

Co-author:
Chapter 16: 'Entrepreneurial Marketing and the 4S model: Strategy, Serendipity, Storytelling and Software' (Nightingale & Sethna) in the Edward Elgar Handbook of Entrepreneurship and Marketing (2020)

Using data analytics to gain key business insights relevant to entrepreneurs, digital marketers and start ups.

In particular, Kaye is interested in how people do their digital entrepreneurial marketing and how people can influence others (to being about positive change) in various business contexts.

• Chartered Management Institute (CMI)

• Course Leader MA Entrepreneurship
• Module author/co-author of various modules:
  MA Entrepreneurship
  ENT701 Research in Practice
  ENT702 Marketing & Finance for Enterprise
  ENT703 Elements of Enterprise
  ENT708 Enterprise Dissertation
  BUS703 Challenges in New Ventures
• MSc Digital Marketing & Analytics
  MKT7C1 Consumer Intelligence 
• MSc Data Science in Business
  DSB701 Data, Visualisation & Storytelling (Data Storytelling)