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I am Aaron McAleese and for the last 8+ years I have been operating as Deep White. 

Beyond this I have a few decades of experience working with data in all its forms,

from SQL and SAS to the advancements of machine learning and artificial intelligence.

The mission of Deep White is to sever the gap between information and action.

Using data in all its forms to empower meaningful decisions, strategies and tactics. 

I work with small teams of experienced partners case by case.

We embed ourselves into client teams for as long or short as required.

This model is very effective.

It means highly experienced resource working end to end

from coding to analysis to practical tactics and strategies.

This allows focus on solutions, efficient use of resource and high quality timely outcomes. 

to Services

    WHAT WE DO    

Analytics + Insights

Our bread and butter - data science and analytics which find the key actions to drive an organisation forward.  From simple to sophisicated, focused on the accessible information you have.

Dashboards + Reporting

Experts in dashboard initiatives, not standard reports but insight orientated and adaptable to changing contexts.

Strategy + Tactics

Understanding the organisation and context to work towards key strategies and tactics.  This means clearly communicating insights, knowing limitations and getting everyone on board.

Socioeconomic Profling


Using socioeconomic, external and open data to understand contacts, customers, growth opportunities and apply geographic optimisation.


Where it really matters.  Working across teams and revisiting data to execute inititives, be them campaigns, digital actions, locational planing or anything else!

Education + Training

Tailored training and workshops focused on organisational data on topics such as data analysis, interpretation, dashboards, open data and more.

to About


Deep White is driven to help organisations use their data, external data and any other information to achieve their mission in clearly actionable ways.  Being smart and embracing the journey from basic analytics to machine learning and AI. 

At every stage we are focused overcoming the barriers which block data-led actions,

be they systems, processes, interpretation or know-how. 

Deep White is happily small and focused on fewer but lasting relationships.

"The tie between information and action has been severed. Information is now a commodity that can be bought and sold, or used as a form of entertainment, or worn like a garment to enhance one's status. It comes indiscriminately, directed at no one in particular, disconnected from usefulness; we are glutted with information, drowning in information, have no control over it, don't know what to do with it."

"A high information-action ratio, therefore, refers to the helplessness people confront when faced with decontextualized information ... decontextualized information [has] made the relationship between information and action both abstract and remote."

Deep White
to Work


to Who

    WHO AM I    

Aaron McAleese

Strategic Analytics Specialist

Aaron McAleese

I am Aaron. I am a data strategist - the person who knows enough about data to give it a pulse and enough about organisational strategy to bring it to life. Left brain, right brain, whatever. I love working with organisations to be smart in how they utilise data.

I am very experienced in (and passionate about) helping organisations assess the data they can use (internal, external, being creative) and cutting and dicing it to allow the best decisions to be made.  This includes making the data accessible, applying statistical techniques, simplifying it, visualising it and communicating it in ways anyone can understand.

Most importantly, I work to find the key insights and give the recommendations that will make the key differences to an organisation. This involves taking a holistic view of how the organisation operates and the impact in both the short and long terms.

My skills cover the lifecycle from project planning to interrogating raw data to analysis to presenting clear actionable recommendations.  I have strong technical skills including database development, statistical modelling, segmentations and building dashboards.  I communicate results in engaging and persuasive ways (visualisations, presentations) driving strategic and tactical business decisions.

I have worked with some of the leading global organisations in analytics including dunnhumby, Tesco, John Lewis, Spark NZ, Sony Mobile, Myer, Bupa, World Vision UK and Food Bank Victoria.

“A man is a success if he gets up in the morning and gets to bed at night, and in between he does what he wants to do.”Bob Dylan

I work with a myriad of other specialists as different projects require, such as experts in Customer Research, Media Execution, Advanced AI, etc.

Being part of a team is at the centre of everything Deep White does. 

We prefer to work as much as possible with internal organisation staff to embrace context and entrench sustainability.

to References


"Aaron worked with our team for 6 months over 2022/23. The remit was to create an environment in which business users could self-serve customer insights and business performance. Whilst Aaron’s technical skills are obvious very quickly, I was impressed with his tenacity, problem solving skills and stakeholder approach. The solution he delivered has been widely praised throughout Bupa and is leveraged daily by a wide range of users. This was a challenging project with imperfect data, many new and undocumented processes and very strict governance and risk controls. All in all a fantastic engagement and I wouldn’t hesitate to work with Aaron again."

Matt Dickerson - Head of Advanced Analytics and Insights - Bupa 

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    GET IN TOUCH    

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Information Action Ratio

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