Outcomes before outputs
We start with the decision, behaviour, or result that is needed, never with a preferred tool or technique.
and Data
About DAD
Local commitment.Cross-sector perspective.
DAD was created to give organisations access to senior data, analytics, and AI leadership without losing the curiosity, care, and focus that make the work valuable and meaningful.
Founder
Jose Cruz da Angela
PhD-trained modeller, analytical leader, and data strategist based in Durham.
Jose has spent two decades turning complex evidence into decisions across government, banking, insurance, and social impact organisations.
His experience spans enterprise transformation, data strategy, TOM development, statistical and predictive modelling, data governance, and capability building. He has built, grew, and led multidisciplinary teams, advised Boards, Exec teams, and Government ministers.
That variety matters. It brings together public-service rigour, commercial delivery, regulatory accountability, and a deep commitment to societal value. DAD translates strategic ambition into realistic execution, enabling data-driven growth and lasting value for businesses, communities, and individuals across County Durham, the North East, and beyond.
How DAD works
Four principles, held consistently.
Best practice from the outset
Assumptions, risks, and uncertainty must be transparent, proportionate, and continuously monitored.
Capability that stays
We like to leave a legacy, not create a dependency. That means repeatable, governed workflows, capable teams, stronger people.
Responsible progress
Innovation and AI create value when governance, ethics, user needs, and delivery move forward together.
Analytical foundations
Deep enough to challenge. Clear enough to carry people with you.
Leadership: enterprise strategy, Board engagement, operating models, multidisciplinary teams, and change.
Analysis: forecasting, simulation, evaluation, predictive analytics, assurance, and decision support.
Professional grounding: PhD in Physics (Durham University) and a degree in Physics and Applied Mathematics (University of Porto, Portugal).
A useful first conversation
Need a senior perspective without the heavyweight consultancy model?
We always start with the outcome and ‘work backwards’: shaping, agreeing, and delivering the right level of support.