About Us

Sensing Value Pty Limited was established in 2014 to provide business and governments with dynamic intelligence about how people (resident, worker, visitor, student) within a geographically-defined area move, use spaces, and engage in activities over time.
The owners of Sensing Value have drawn on extensive experience in professional services and academic research to create leading edge methodologies that combine demographics and spatial analytics with proprietary data architecture. The knowledge generated supports strategic and operational decision making across multiple industries, for both the public and private sector.

Who we are

David McCloskey

Co-owner & Founding director

David has had a lifelong interest in understanding people and place.  In his 20’s he travelled the world; journeying through India and the Himalayas’, riding a bicycle for 7000km through Europe, and hitch hiking through the US and Canada. He has had the luck to connect his interests with employment and has applied his academic interests in psychology and sociology with statistics and modelling to develop geo-demographic segmentation systems for Australia, New Zealand and Japan, with the classification systems being applied in a range of areas - from detecting and understanding patterns of entrenched deprivation, modelling life expectancy at a small area level to patterns of use of prescription drugs. David has co-founded 3 Australian businesses. The first, GEOSPEND was a joint venture with Australia Post and in this business David pioneered robust new techniques to model small area populations.  This business was acquired by Australia Post and David then started a second business, Pathfinder Solutions, an advanced analytics and predictive modelling consultancy that was later acquired by Deloitte, where David was a Partner in the Analytics practice for 5 years. While at Deloitte David held a concurrent role as an Adjunct Senior Research Fellow at Monash University where he co-authored reports for the Centre for Population and Urban Research and for the Australian Population Research Institute.

Sara Bennett

Co-owner & managing director

Sara is passionate about connecting academic and technical brilliance to industry and government, and creating relevant and insightful knowledge through intelligent use of data and technology to promote value creation and to contribute to improving society.
Prior to co-founding Sensing Value, Sara was a director in Deloitte’s decision science and analytics practice where she was part of the global workforce analytics leadership team and responsible for Deloitte Australia’s workforce analytics program.  Sara spent over 16 years with the consultancy, in both the Australian and UK practices, building significant skills and experience in strategic business analysis and data-driven commercial solution design. In 2011, Sara was named Deloitte Businesswoman of the Year. Sara’s academic qualifications include Bachelor of Laws, Bachelor of Science, Graduate Diploma in Commerce and Executive Graduate Certificate in Strategy.

Dr Murray Herron


Dr Murray Herron possesses an in-depth knowledge of strategic land use planning and urban design gained as a local government strategic planner in Australia and through multiple postgraduate qualifications. Having recently completed a PhD in ‘Climate Change Resilience and Development Growth of Two Australian Cities’ (Hobsons Bay and Portland), his research has offered
internationally relevant applied findings that have been presented at and are applicable for national and international land use planning, modelling and visual scenario making and assessment applications. Dr Herron has extensive experience in developing and translating strategic plans into business activities, and has worked in local government in Victoria developing and publishing strategic plans for major land use redevelopment projects, urban design frameworks and flood studies. He has also
presented at multiple national and international conferences on climate change
and urban and regional sustainability, and has written over 15 Australian and international peer reviewed conference or journal papers. In addition to his PhD, Dr Herron's academic qualifications include DipTransportation & Marketing, GradDipPolicy Studies, M Urban Design, GradDipGIS, M UrbanPlanning,
M eCommerce.

Jeffrey Godfredson


Jeff is a global leader and world renowned expert in the fire service industry. He has a passionate commitment to reducing deaths and injuries to fire officers and citizens alike. Jeff's practical experience in running major fire service organisations coupled with his academic studies give him a unique perspective on how public safety organisations can be transformed in a smart-city and IoT world. Jeff leads our Smart Emergency Services Design team.
Jeff has a 40 year career history in the fire service industry and was Chief Officer of the Melbourne Metropolitan Fire Brigade for ten years. He has consulted at a senior level to various clients on emergency management and standards issues, and has held directorships and senior positions in various international organisations, including being a Past President and Board Member of the Metropolitan Fire Chiefs USA and a Fellow of the Institute of Fire Engineers UK. Jeff's academic qualifications include MPPM, Grad.Dip.Org.Beh, and he is currently completing his PhD. Jeff was awarded an Australian Fire Service medal, and a Churchill Fellowship to investigate the impact of terrorism on non law and order emergency services.

Daniel McCloskey

business analyst

Daniel commenced at Sensing Value in early 2017 following completion of studies at Monash University. Daniel’s academic qualifications include a Masters of Law (Juris Doctor) and a Bachelor of Arts with majors in political science and history. Since joining Sensing Value Daniel has worked on a range of projects involving economic and market research and assisting with the development of Sensing Value’s analytical toolkit.

David Graham

Head of Economics

David is a senior economist with extensive experience in both public and private sector market analysis, competition analysis and regulatory and public policy analysis across Australia, New Zealand and the Asia-Pacific region.He has held management roles with New Zealand Treasury in the Enterprise and Innovation Policy division. In the private sector David was previously an Associate Director at NERA Economic Consulting and a Director at Deloitte Access Economics, where he also worked closely with the Deloitte Corporate Finance Group on a number of M&A projects. He has been Group Manager Government and Regulatory Affairs at Sensis (Telstra Corporation) and Strategic Policy Manager at Telecom New Zealand. David takes a common sense approach to economic analysis, and his skills and expertise include company strategy, mergers and acquisitions, competition risk analysis, regulatory strategy, economic benefit analysis and pricing and strategy. David holds a Bachelor of Social Science (Hons) from the University of Waikato in New Zealand.

William Li

Senior economist

William’s skills and expertise include econometrics, time series modelling and game theoretic modelling. Prior to joining Sensing Value, William worked at NERA Economic Consulting where his projects included analysis of market and consumer trends, development of economic development strategies and economic benefit studies. William has also served as a Policy Adviser to the Victorian Department of Economic Development, Jobs, Transport and Resources across a range of portfolios including economic development, agriculture and regional development. During this time, he developed a number of data products including the Regional City Economic Profiles and administration of the RDV Information Portal while at Regional Development Victoria, as well as experience with mapping and regional analysis of socioeconomic trends across the state. William’s academic qualifications include a Bachelor of Commerce (Hons) and Bachelor of Science from the University of Melbourne.

We don’t just say we collaborate to innovate, it’s inherent in our business model. Our engagement with leading academic and industry partners is the basis for continuous development of products and services that consider how people move, use spaces, and engage in activities over time. Add that to varied and extensive domain knowledge and you have a company that delivers dynamic intelligence and smart solutions. That defines Sensing Value.

Sensing Value Pty Limited
ABN 40600933211

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