I've had many different roles within the lifestyle data business. These include sales, online development and survey planning. The job of managing acquisition seemed to be the next logical step.
Q: What qualifications did you need?
There is no specific, relevant qualification. Key requirements are a good knowledge and understanding of your business and the marketplace, as well as having a commercial approach. On the basis that there's always more to learn, I'm currently studying for the IDM diploma.
Q: Job description?
I'm responsible for achieving Acxiom's data acquisition goals in terms of quality, volume and depth of consumer data across all media channels.
This includes delivery and development of online programmes, telephone surveys, traditional lifestyle surveys and partnerships. I would expect to generate about seven million responses or more from UK consumers.
Q: What did you do yesterday?
I met with our data partner to plan the next 12 months' data collection activity, and then worked with the offline team to develop new survey formats and optimise question positioning for our next survey. I then reviewed online collection volumes and agreed changes in incentives to increase acquisition volumes.
I also checked that the latest acquisition survey was still hitting response targets.
Q: What's the biggest challenge you face in your role?
Creating propositions to collect consumer data in the opt-in environment, which we now have as a result of the recent legislation. We're tackling this by bringing additional transparency to our data acquisition programmes, and offering more of a value proposition. One way of approaching this, which is proving successful, is to work in conjunction with major brands. However, moving a consumer to an opt-in frame of mind within the confines of limited time and space can prove a challenge.
Q: What's your advice to would-be heads of acquisition?
Don't expect a rollout to perform as well as a test and don't be afraid to try something new.