This is a profile from the 2022 version of the DataIQ 100.
The latest list is available here.
What has been your path to power?
I chose to study for a Geography degree, which is where my love of data sprung from. I then very nearly followed in my father footsteps with a career in academia, but instead, I was drawn to the marketing sector as I find the interactions between people and products especially interesting. I started my career working in market research before joining dunnhumby and, subsequently, Merkle.
I joined Edit (previously known as Response One) in 2010, working my way through various strategic and management roles before being appointed managing director in June 2020, right in the midst of the pandemic. Most recently, I was part of the team that was pivotal in taking Edit private in Autumn 2021, ensuring that our primary focus remains driving value for businesses from their customer data.
What impact has the pandemic had on demand from your clients?
We were fortunate enough to have a diverse base of clients. While sectors such as hospitality and entertainment were down, others such as professional services, finance and retail saw increases in demand for our services. We’ve won new clients consistently over the last 12 months, and some of the use cases for our expertise have been quite innovative, for example, using marketing technology to reduce student dropouts at a leading university.
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