How is your organisation using data and analytics to support the corporate vision and purpose?
Data is at the core of our mission and purpose to invent a new world of marketing through data and technology for our customers. It’s a critical component for our decision sciences, experience sciences and data Sciences teams to be able to practically deliver empathetic experiences and engagement at scale.
2020 was a year like no other - how did it impact on your planned activities and what unplanned ones did you have to introduce?
Initially, the impact of revenue loss and priorities shifting on a daily basis had an unsettling effect on everyone – colleagues and clients alike. It meant revisiting plans of what could and couldn’t be done during this time. It saw us adapting quickly to enable our workforce to working from home - supporting with equipment to create work stations and maintaining our relationship with Sanctus to enable our workforce to have counselling sessions should they so wish. This time also saw some roadmaps around data models accelerated at speed as we looked to help clients adapt to a new normal.
Looking forward to 2021, what are your expectations for data and analytics within your organisation?
I expect 2021 will continue to see the marriage of data and technology taking centre stage in success stories of a never-normal landscape of marketing.
Is data for good part of your personal or business agenda for 2021? If so, what form will it take?
I hope to see more brands use data to make actionable change to correct the balance from climate change to diversity, inclusivity and equality. Never before has trust and transparency been so important to consumer engagement.
What has been your path to power?
I got to where I am today because I’ve always put myself forward. Even when I’ve been petrified inside, I’ve said, “yes, I’ll do that”. Having a positive attitude first and foremost and looking to inspire to make a difference to those around me. Most of all be kind, be curious and be brave everyday.
What is the proudest achievement of your career to date?
To lead the best talent in the industry.
Tell us about a career goal or a purpose for your organisation that you are pursuing?
To invent the future of marketing for the industry through data and technology.
How closely aligned to the business are data and analytics both within your own organisation and at an industry level? What helps to bring the two closer together?
Data and analytics are the heartbeat of our organisation, so I find it incomprehensible that they aren’t aligned every where else.
What is your view on how to develop a data culture in an organisation, building out data literacy and creating a data-first mindset?
It’s important to educate the whole organisation and not to limit data literacy to the insight/marketing teams. From the exco to the HR team, logistics to the sales team, you can only build a data culture if its explained at a department level to make it relevant. Taking the whole business on the journey is the key.