After a degree in psychology, I began my career on the client side, working in pharmaceut-icals. I studied for a CIM diploma at the same time. In my next role I worked closely with CACI on a number of projects and was eventually poached to join their direct marketing team.
Q: So what did you do yesterday?
My day kicked off with an internal meeting to finalise launch plans for a big new business venture (watch this space!).
I then caught up on e-mails that included reviewing some copy for the DMA Data Council of which I'm vice chair, and a contribution to a forthcoming article on the difficulty of modelling attitudinal data.
In the afternoon it was off to see Transactis, the new transactional data pool supplier, as it has used CACI's LifestylesUK data in the build of its database.
Q: What data project have you found the most challenging?
In the mid-1990s, the two most significant external datasets in direct marketing were geodemographic and lifestyle. At the time, these existed as polar opposites with completely different applications.
We saw an opportunity to bridge the gap between these two disparate data sources and set about creating the first individual level geo-lifestyle product - LifestylesUK.
Technically, it was extremely complex and it took time to educate the marketplace in how this data could best be used. It's enormously satisfying to see this sort of data being used as standard today.
Q: What's the biggest issue you have regarding data?
Getting companies to appreciate that using customer and prospect data intelligently and creatively can massively increase their profitability.
Yet in many client companies, data is still viewed as the dull and dirty side of marketing. This perception is changing - although it's taking a frustratingly long time.
Q: What's your advice to would-be Caroline Kimbers?
Use data creatively - the quirks often give competitive advantage. And always focus on the business objectives. The cleverest and most predictive statistical model is useless if it can't be deployed effectively and doesn't have a positive commercial benefit for the business.