Matthew Ncube is a paid search rockstar living and working in London. He ploughs his trade by day managing global PPC accounts and thus sadly has a knack for quality scores, pivot tables and vlookups. A mathematician, hooked on trend data, he has been a Hitwise Power User for as long as he can remember. He’s very good at rambling on about the nifty habits and fads society finds itself hooked on. His curiosity on search trends includes politics, snow storms, cupcakes and missing teaspoons. He also prides himself as a keen gastronomist and is on a campaign to be one of London’s Qype Ninjas.