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  • Power 10
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1 Viviane Reding

Vice president, European Commission

EC president-in-waiting Reding has put her political equity behind a sweeping reform of European data protection law, proposing a consumer right to have deleted any personal data relating to them that will have a profound effect on data-driven marketing.

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2 Peter Fleischer

Global privacy counsel, Google

As global privacy chief for the world's most powerful company, it is Fleischer's job to regulate how Google uses the enormous amounts of personal data its collects through its search engine, email and other services.

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3 Janet Smith

Group loyalty officer, Tesco Stores

Former Olympic runner Smith is our highest ranked client in the IQBigData50 as Tesco, armed with data from 16m Clubcard holders, remains the blueprint for businesses wanting customer insight-led decision making.

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4 Erin Egan

Chief privacy officer, policy, Facebook

With 1.2bn users, Facebook is one of the world's largest data owners. Egan, a lawyer who runs Facebook's worldwide privacy policy from Washington DC, is at the heart of the clamouring debate over how internet giants use personal data.

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5 Christopher Graham

Information comissioner, ICO

In his five years running the ICO, Graham has instilled a culture based on dialogue with data owners about planned data uses, with common sense tending to prevail.

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6 Andy Day

Director of business intelligence, News UK

After roles at BSkyB, Orange and most recently at O2 parent Telefónica, Day achieved data's dream of C-suite status in 2013 when he was appointed to the new board position of business intelligence director at News UK, reporting to CEO Mike Darcey.

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7 James Morgan

Head of management information, British Gas

Former O2 head of information strategy and management Morgan has a new British Gas role that presents a chance for business transformation at the utility. Morgan is also providing fresh direction for the IDM Data Council as chairman.

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10 David Sear

Chief executive
and James Hanscomb, Insight director, Weve

Mobile location data is the game-changer in targeted marketing and for this advertising, payments and loyalty joint venture between O2, Vodafone and EE. A 15m opt-in database gives Sear and Hanscomb a powerful mobile marketing platform.

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8 Simon Hay

Chief executive (global), dunnhumby

Hay's power base can be summed up in numbers: he runs a company employing 1,900 people in 30 offices in Europe, Asia and the Americas, a 1,000 of these data scientists analysing the customer data of more than 350m people.

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9 Sir Martin Sorrell

CEO, WPP

Advertising, digital and direct marketing knight of the realm Sir Martin earns his place in the IQBigData50 for consistently championing insight-driven science behind marketing. "WPP has a real data business where we own the data," he has said.

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Christian Peck

Vice president and managing director, Acxiom UK

Peck is leading Acxiom through the local unveiling of Audience Operating System - the US firm's biggest-ever product launch. The open-sourced platform combines Acxiom's InfoBase data with third party networks such as Facebook, Twitter and eBay, to help advertisers and publishers improve ad targeting.

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Mike Poyser

Head of analytics, Aimia

Poyser helms one of the UK's largest consumer datasets - the 19m-Nectar card database -and leads a 110-strong data scientist team working for Nectar partners and Canadian loyalty group Aimia's other loyalty schemes.

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Ruth Spencer

Director of loyalty and multichannel, Alliance Boots

Spencer manages Boots Advantage Card, one of the UK's largest loyalty schemes with 17.9m active members. She led improvements to the card in 2012, including better segmentation and moving it multi-channel, introducing targeted coupons on till receipts.

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Werner Vogels

Chief technology officer
and Matt Wood, chief data scientist, Amazon

With buckets of purchasing information at their finger tips, Vogels and Wood are at the heart of Amazon's leadership in using data to constantly improve its service while growing the ecommerce giant's cloud computing business.

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Jon Waring

Head of customer analytics and CRM, Aviva

Waring implemented real-time systems in two FTSE companies, BT and Centrica, and at Aviva he's creating a digital single customer view system and CRM programme to provide a single portal that aggregates multi-product customer data and makes personalised offers.

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Mark Chipperfield

Head of data management, BBC TV Licensing

The BBC faces consistent challenges to its £3.6bn licence fee income. Ensuring it collects maximum revenue in an optimal way has seen Chipperfield Chipperfield oversee the work of identifying the small percentage of people who will not pay for the right to watch TV.

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Adam Williamson

Head of marketing retail effectiveness, British Airways

The former Proximity London data chief is rebuilding BA's inhouse data capability while developing a measurement framework for all BA's territories, as the airline seeks an extra level of targeting as a key way of beating the competition.

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Gill Whitehead

Head of audience technologies and insight, Channel 4

Whitehead was BBC Worldwide's head of strategy and led the commercial iPlayer project. At Ch4 Whitehead is at the heart of CEO David Abraham's "datavision" for the broadcaster, ensuring ads become tradable based on viewer profiles.

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Chris Savage

Managing director, marketing solutions division, CallCredit

Savage's style is low-key but his tenure as boss of Callcredit's marketing division has been packed with acquisitions and product improvements as he transforms it into a multichannel business.

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Mark Chapman

General manager of CRM and Data, BT Group

BT is engaged in the so-called 'triple play' broadband, pay-TV and phones battleground with BSkyB and Virgin Media. The firm is making a large investment in its data infrastructure, with Chapman at the helm, driving BT's big data efforts.

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Mike de Halpert

Head of European customer analytics & decision support
and Ian Drake, head of RM, eBay Europe

Drake plays poacher to de Halpert's gamekeeper at eBay Europe, with the latter overhauling the way marketing, particularly CRM, is measured. Drake has been enriching eBay's vast database, managing partnerships such as that with Nectar as he develops eBay's relationship marketing strategy.

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Martin Aylward

Head of customer development, B2C, EDF

Though these are sensitive times for energy marketers, Aylward helped ensure EDF was the UK's fastest growing energy firm in 2012. In 2009, Aylward won an IDM Business Performance Awards gold for delivering annualised customer lifetime value improvement of £30m.

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Tom Blacksell

Managing director, Experian Marketing Services

If data really is the new oil, Blacksell could be the man to help realise its value, having spent eight years at Exxon Mobile. Blacksell is helping Experian Marketing Services adapt to digital, and is well armed, having spent five years leading digital transformation at Capgemini.

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John Grinder

Big data analytics leader, Ford Motor Co

Grinder, a 24-year Ford veteran, is the articulate public face of the company's global big data analytics function. A Silicon Valley lab uses data and technology to help make better business decisions, from marketing campaigns to in-car data gathering on driving habits.

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Tarrill Baker

Chief data officer, global banking and markets, HSBC

Baker is the Australia-born chartered accountant who HSBC has charged with developing a more strategic focus on data. A prolific speaker on best practice, Baker's guiding principles are that data activity is both compliant and aligned with HSBC business needs.

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Lauren Walker

Big data and analytics leader, IBM UK & Ireland

Yale University, Walker is high profile on the big data scene in the UK, in charge of developing this business for IBM's European and UK & Ireland clients.

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Paul de Laat

Group customer insight director, John Lewis

The retailer created a new insight position reporting to John Lewis Partnership chairman, Sir Charlie Mayfield, hiring Paul de Laat from Lloyds Banking Group to fill the post in 2013 to understand customers' shopping behaviour and boost frequency and spread of customer purchasing.

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Suzanne Rodway

Group head of privacy, Royal Bank of Scotland

Rodway, a lawyer who worked at law firm Linklaters before becoming group privacy director at Barclays Bank, has led the award-winning "Think Privacy" internal communications campaign at RBS that won front-line buy-in to its policies.

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Stephen Gilbert

Head of CRM, Microsoft

Roles at list broker Dudley Jenkins, database agency MillerStarr and Cisco prepared Gilbert for his current job at Microsoft, where he is combining digital and social data to support a more integrated brand experience to boost retention and the move towards software-as-a-service.

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Wouter Coox

Senior manager interactive and direct-to-consumer marketing, Western Europe, P&G

At P&G since 1987, Belgium-born Coox is now CRM lead in Western Europe, championing one-to-one marketing for brands such as Gillette, Ariel and Fairy. He oversees the content-led CRM programme Golden Households and other data-driven personalisation programmes.

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Andrea Martin

Managing director, data services, Royal Mail

Martin earned a reputation as a dynamic, highly networked leader at Reader’s Digest in Canada, Latin America and Asia. She is the most senior-ever data appointment at Royal Mail, ushering in a new data era as Royal Mail adapts to life as a publicly-quoted company.

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Alex Owens

Head of insight, data, tools and segmentation, Sainsbury's

A former Lloyds' head of strategy, Owens' role involves the spectrum of data, from the transactional variety to survey research as he works on changing insight's image with the Sainsbury's board.

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Conrad Taggart

Director of CRM and customer insight, Santander

Taggart has been at the heart of Santander's intense drive to sell mortgage, credit card and loan products in the UK, since his former employer, Alliance & Leicester, was acquired by the Spanish bank in 2008.

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Patrick Dunn

Head of supporter information, Save the Children

Dunn brings his commercial experience from Whitbread, where he helped launch Premier Inn's CRM and insight capability, to Save the Children UK, where he is working towards linking all sources of the charity's data to improve targeting and relevance.

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Richard Boston

Head of customer insight, targeting and planning, Shop Direct Group

At Shop Direct, the ecommerce giant that counts Very, Isme and Littlewoods amongst its brands, Boston's introduction of data-driven decision-making has delivered multi-million pound benefits, reducing marketing investment by £40m and increasing sales by five per cent.

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Tony Mooney

Managing director, SkyIQ

He ran Experian Integrated Marketing and held CRM director roles at Centrica and Orange. Now Mooney is key to SkyIQ's future, with his vision for creating a single view of the viewer from its 500,000-strong TV panel, carved from Sky's 10m-plus pay-TV customer base.

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Jamie West

Director of AdSmart & commercial development, BSkyB

Few in the IQBigData50 have such high expectations riding on them than West, responsible for Sky's great leap forward into data-driven, addressable TV ads, dynamically served during TV commercial breaks.

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Simon Kaffel

Head of data and analysis, Zurich Financial Services

A dedicated data professional who was at the heart of Sky’s decade-long subscriber drive, Kaffel first worked on data in the financial services sector at NatWest. His latest challenge is to convert actuaries from thinking about products to considering the customer.

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Ken MacPherson

Director of data, Telegraph Media Group

IDM Data Council member Macpherson's first six months at the Telegraph involved building the single customer view, which now supports the data management platform. The rapid expansion in digital data and a switch to digital metrics provide challenges and opportunities.

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Jeremy Gidley

Director of CRM UK & Europe, TUI Travel

TUI's spike in profit and revenue in 2013, which saw pre-tax profit rise 21 per cent to £473m and revenue increase four per cent to £15bn, has been accredited to the brand's digital transformation in which Gidley plays a key role.

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Charles Ping

CEO, Fuel

A former DMA chairman and head of CRM at Guardian News & Media for five years, Ping has been breathing new life into Fuel where his 30-strong team do CRM-related services for clients including Lexus, Rolls-Royce and GlaxoSmithKline.

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Gavin Starks

CEO, Open Data Institute

Entrepreneur, astrophysicist, musician, and now number one at the government-backed institute leading the way for open data, Starks' digital career spans significant moments, such as pioneering streaming media, having put 30 radio stations onto Virgin Net in 1997.

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Matthew Bayfield

Head of data practice, UK & EMEA

Bayfield co-founded data agency Tree and sold it to Chime, before heading to Ogilvy Group in 2013 to help build its data brand with clients including BA, IBM, American Express and Telefónica. Location-based data is a key focus for the OgilvyOne UK board director.

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Dr Tim Drye

Statistician and data guru

A true practitioner of “data as the new creative,” Drye’s work with not-for-profit and commercial organisations proves the competitive advantage gained from working with a data scientist.

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Nick Orsman

International head of data & analytics, Proximity London

Orsman used to run Unilever-led FMCG data consortium Jigsaw while at OgilvyOne. Now he provides data strategy and support for Procter & Gamble's global CRM programme, Golden Households, and other CRM clients including Volkswagen and Mondelez.

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Colin Bradshaw

Managing director, Rapp

Royal Mail's former head of data strategy Bradshaw is busy pushing Rapp more deeply into that space where technology, data and analytics intersect, for clients including RSA and Dixons. Bradshaw is a professor of management practice at the University of Bedfordshire.

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Mark Roy

CEO and DMA data council chair, The Data Agency

Having founded a successful business in data suppression, former actor Roy made the data hygiene platform very vocally his own. Since 2009 Roy has chaired the DMA Data Council while advising three parliamentary select committees on data and privacy.

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Caroline Worboys

MD, Wunderman Data & Insights EMEA, KBMG Group EMEA & Chair of IDM Trust

When WPP's direct agency Wunderman wanted to expand its KBMG data brand in the UK and EMEA and consolidate acquisitions under the KBMG umbrella, it reached for seasoned database company boss, and IDM Trust chair, Caroline Worboys, to do the job.

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Michal Kosinski

Deputy director, The Psychometrics Centre

Bridging the academic and commercial big data worlds, Kosinski's work on profiling from social media data means be probably knows more about your personality than you do. He is undertaking a PhD on a Boeing-funded project around human behaviour on social networks.

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Professor Nigel Shadbolt

Chairman & co-founder, Open Data Institute

If artificial intelligence and data ever do link up to deliver benefits to society, it will be Shadbolt who helped engineered the marriage. He was knighted in 2013 for services to science and engineering.

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