This is a profile from the 2022 version of the DataIQ 100.
The latest list is available here.
Maya Bull, head of CRM, Telegraph Media Group
What has been your path to power?
I cut my CRM teeth in the gaming industry, working at Sportingbet 12 years ago. They had an impressively sophisticated BI function and their approach to segmentation and personalisation was way ahead of many of the companies I’ve worked in since. From there I’ve worked in a number of different industries, including Ancestry.com and PayPal, both of which had impressive swathes of customer data to work with. I’ve been at the Telegraph for four years and in that time we’ve made huge advances in how we’re using data for CRM.
What impact has the pandemic had on the role of data in your company/organisation?
The pandemic has brought our attention on the customer into ever sharper focus. We continue to look for ways to deepen our engagement with both prospects and our paying subscribers and data is very much at the heart of this. Whether it’s as a result of the pandemic, or simply a wider consumer trend, customers are more willing than ever to enter into a subscription service. Data collected from every online interaction helps us better determine what content visitors are willing to pay for, and how much open content paths the way for this conversion.
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