In the world of data planning, I am a bit of a hybrid. Whilst we have distinct disciplines from list buying, segmentation to modelling and database management, I am not a statistician or an IT expert. I have come from a marketing background and have used data to aid planning, targeting and decision-making. My role is to identify the ‘data’ opportunity, be able to sell in the idea to a client, brief analysts, database developers, and then presenting back to clients.

I have an impressive new business record, coming up with ‘creative data solutions’ for pitches. At Craik Jones I worked on all the new business activity since I joined. Wins include Unilever, Boots The Chemist, Land Rover database management, COI, Diageo, Orange Business Services database build.

And now, we have the world of digital linking with data disciplines (data collection, targeting, personalisation and analysis). And this is really the future, still using offline to collect information, but more and more getting people on line to hand raise, create a relationship, collect data, analyse and segment it and then communicate with consumers through their journey with a brand through multiple touchpoints.

I started at Hicklin Slade & Partners in April 2008. My role was to head up the data planning team, working with our main client – Honda cars. I was also responsible for developing a new standalone division – data.HS&P, which was launched in June 2008, to service non HS&P clients. This involved the development of the company proposition, products, marketing and sales collateral.

Most my work was with Honda which included: managing the team and work in progress, data strategy and data protection, developing new analysis and insight from the database, looking at cross-selling opportunities between the Honda divisions (bikes, power equipment, lawn & garden), the development and implementation of propensity scoring models for prospecting and retention, the development of their base segmentation for small cars and hybrid.

Other clients’ work included:

NavTeq Developing a pan European segmentation
Sony Targeting for cross-sell email
Honda corporate Data protection and legal advice
Norwich & Peterborough Cross selling financial services

Prior to HS&P, I was at Craik Jones for 10 years, from a medium sized independent agency to the most awarded creative agency, which is now part of a network. In my last year, I was given targets for the first time (having been a service department), to cover our overheads and produce a profit. Even with the loss of some agency accounts we will turned in a small profit. I introduced data processing services (data cleanse, dedupe etc) creating an income stream of £100,000 in 10 months. 70% of my time was spent on client facing work, dealing with marketing, IT and analysts as well as running my department and being part of the agency board.