Dr Jochen Toepfer, senior vice-president services, EMEA, Acxiom
Describe your career to date
I would describe myself as an experienced data specialist with a demonstrated history of working across data management, business intelligence and analytics.
As part of my current role, I help build and maintain a strong reputation and relationship with Acxiom’s clients, through identifying and growing data-driven solutions. From the initial discussion of the business problem through to the definition of the business use case, I use industry leading principles and best-practices to help clients across a range of verticals define their customer experience strategy.
Prior to joining Acxiom, I sold my first company in the enterprise business intelligence market space into a successful IPO campaign. I focused on global 3,000 companies in the field of data and analytics. Following this, I headed up the data management and analytics team at the largest Swiss retail bank, covering strategy, demand, architecture, and capabilities for data and analytics, and assuming responsibility for data governance for the group of 270 cooperative banks.
I have been recognised as an honorary professor and book author in the field of data and analytics through my paper, ‘Active Enterprise Intelligence’. Alongside this, I have authored a blog series on customer experience which has been published on www.adzine.de, and on Acxiom’s website.
What key skills or attributes do you consider have contributed to your success in this role?
I am skilled in various areas including strategy, architecture, business development, sales, presales and professional services. Through this skillset I help brands harness the power of data and identity to deliver a personalised customer experience based on a true data-driven approach.
What level of data maturity do you typically encounter across your client base and what tends to hold this back?
The focus of a data-driven approach relies on the operationalisation of the data technology and analytical processes. All manual intermediate steps need to be removed for both cost saving reasons and also because utilising data technology effectively enables strategic conviction of context-based marketing and sales control.
The major roadblock I see across the industry is the lack of trust in a brand’s data to be used automatically. Customer data quality and trust need to be governed diligently to allow seamless usage across the brand’s channels.
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