John W.

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, project management, and then presenting back to clients/account teams. My work covers data strategy projects (consultancy, data protection guidance, segmentation, insight generation, CRM programme development, customer journey mapping) and more tactical work, such as list buying, data cleansing and analysis. Prior to the MPP, I was aat Hicklin Slade & Partners heading 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. Before that, I was at Craik Jones for 10 years, going from a medium sized independent agency to the most awarded creative agency, working on Diageo, Boots, Homebase, Land Rover, Unilevee, Virgin Trains and the COI. I am a member of the IDM, DMA and sit on the DMA Data Council.