Headline Partner

Chad Engelgau, CEO, Acxiom

Describe your career to date

In two words? Constant change. I’ve spent the last 25 years obsessed with problem solving in the data and tech industry. Data and technology underpin everything we do and they’re the driving force behind almost every major global business transformation. Businesses are being challenged and transforming all around us at unbelievable speeds. However, the core problem remains the same – people want relevant experiences and brands need to grow. Neither can happen without the intelligence data provides.

However, to create and leverage that intelligence, you must continually learn and expand your skillsets. I’ve purposely sought a variety of leadership positions that have given me exposure to every area of data-driven marketing in both B2C and B2B brands, from product strategy and development, to building and deploying technology, to marketing and sales. This breadth of experiences allows me to provide strategic leadership to our clients, which ultimately leads to their growth.

I’m also passionate about diversity of thought and experience in our industry; we need everyone at the table. At Acxiom, I’m a founding member of our IDEA (Inclusion, Diversity, Equity and Awareness) Council and the executive sponsor for two of our Business Resource Groups, Acxiom Women LEAD and Acxiom Black Employee Network. I also serve on the board of directors for the Ad Council and the Interactive Advertising Bureau’s Measurement, Addressability and Data Council. Through outlets like Fast Company, The Drum, Gizmodo, Insider and AdExchanger, I regularly share advice for c-suite executives to help demystify our industry.

What stage has your organization reached on its data maturity journey?

As industry leaders in data management, we’re exceptionally good but always want to get better. What’s next? Reducing bias in datasets and algorithms, adding more AI and privacy-enhancing technologies, increasing efficiencies and effectiveness while focusing on improving outcomes for everyone. Data maturation is never finished.

Tell us about the data and analytics resources you are responsible for

We have teams of data, identity, analytics and cloud experts who design, build, analyze and operate the data-driven solutions we create for our global clients. Global and diverse teams set us up for success and many experts are dedicated to large client solutions, while others are part of our global product, engineering, IT and analytics teams. Everyone is focused on creating value for our clients. In total, we have over 2,200 associates focused in these areas, we have people in 40+ US states and have offices in the U.K., Germany, Poland, China and Mexico.

What challenges do you see for data in the year ahead that will have an impact on your organization and on the industry as a whole?

The lack of a national US data privacy law is our biggest challenge. Data is modern infrastructure that must be addressed with the same strategic mindset as things like roads and bridges. For example, the cost of implementing CCPA was projected at $55 billion. If half of the US states pass their own laws, that cost to business could easily exceed one trillion dollars. In addition, the massive amounts of data used to fuel AI that is often scraped from across the web puts into question existing copyright and fair use laws. These things challenge all of us.

Have you set out a vision for data? If so, what is it aiming for and does it embrace the whole organization or just the data function?

We use data and technology to create customer intelligence that makes marketing so relevant and respectful, people feel like it’s marketing on their terms. We do all the work to bring together actionable intelligence so our clients can focus on the outcomes they need through acquisition, growth and retention strategies.

Have you been able to fix the data foundations of your organization, particularly with regard to data quality? 

Absolutely – it’s what we do and is a big reason why our clients choose us. Our focus on data, means they can focus on outcomes. Since we build our own data assets, the same systems and practices ensure our clients’ data foundations are strong and agile for any business needs.

Chad Engelgau
has been included in:

100 Enablers 2022 (USA)
100 Enablers 2023 (USA)

Enabling data and AI leaders to drive impact

Enabling the success of Data and AI leaders and their teams.

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