Tag Archives: Customer engagement

Charlie Horner joins Connected Data as Head of Data

Data driven technology company Connected Data is pleased to announce that Charlie Horner has joined the team as Head of Data.

Connected Data is an innovative and growing company that is opening up and transforming access to vital market data, to dramatically improve the way debt is managed by organisations.

Key to the company’s unique position and growth are its unique partnerships with multiple UK leading data providers, which feed into its first-class proprietary debt management specific technology, connecting data in ways that provide the most accessible, powerful insight.

As the new Head of Data, Charlie’s role will be fundamental to this. As Connected Data expands its data partner network and further integrates them into its services, Charlie will play a key role in evolving and accelerating this work.

Charlie brings with him over 30 years of experience in senior data industry roles that have focused on the effective use of data and analytics to deliver positive outcomes for organisations across various sectors and their customers.

This includes 10 years with the debt management specialist TDX Group (an Equifax company), focusing on the use of data and analytics to help creditors benchmark and improve their collections and recoveries strategies and operations. In this role, Charlie was instrumental in enabling some of the UK’s major creditors across various sectors make improvements in their debt management activities that led to £millions worth of positive opportunities.

With a specific focus on collections and recoveries, Charlie has also provided strategic and technology advisory and delivery services across clients’ credit management lifecycles for the enforcement market integrator, Just (Part of the Arum Group).

With over 17 years at Experian, the global data and technology company in various analytical, product development and client management roles, Charlie has helped organisations maximise the use of Experian products and services, and achieve significant improvement to their business performance.

On his decision to join the Connected Data team, Charlie said: “I have spent over 30 years applying data and analytics to debt management, so I recognise the immense value that the effective use of data and analytics across the customer lifecycle can bring, specifically when it comes to achieving more positive outcomes for both organisations and their customers too.

“My new role with the Connected Data team will allow me to continue to champion the intelligent use of data to help companies prevent, reduce and resolve customer debt.

“I am very excited to be joining a team of experts that have worked across some of the biggest organisations in the credit industry and a company that is driving real improvements in the way debt is managed with its approach, enabling organisations to more easily contract, acquire, deploy and optimise data from multiple data sources into debt management processes.”

Commenting on Charlie’s appointment, Anthony Sumner, Director of Data and Analytics at Connected Data, said: “The Connected Data vision is to drive true data enablement of customer and debt management processes across all industries, so that organisations can better understand, identify, support and resolve debt issues with their customers.

“Charlie not only brings incredible knowledge in data and analytics, but a reputation with customers and suppliers alike of someone who is driven by doing the right thing and driving positive outcomes for customers and their end consumers. We are delighted to have him join the Connected Data team.”

Millennials most willing to trust marketing, finds new DMA research

According to the Data & Marketing Association’s (DMA) latest research, ‘Millennials’ appear to be the most willing to trust marketing messages, having significantly higher levels of trust than older generations.

On average, 53% of ‘Millennials’ trust marketing mediums, compared with just 40% for ‘Gen X’ and 29% for ‘Baby-boomers’. Baby-boomers are less trusting across almost all the marketing channels surveyed for, except messages received by mail (53%) or in face-to-face interactions (50%) – the latter is something all generations appear to have a high level of trust with.

Email is the most trusted medium from the Millennials’ perspective, with over two-thirds (69%) trusting this source.

“While email still leads the way across all generations, in terms of preference and trust, beyond this central channel there is a myriad of ways brands could engage customers. The differences between generations highlight key trends that brands should be aware of when planning their marketing campaigns,” said Tim Bond, Head of Insight, DMA. “This analysis also highlights the potentially virtuous cycle of improving customers’ perception of trust, for example, on the preference and relevance for each channel.”

‘Gen Z’s’ high trust in messages received by phone (44%) and video (56%) appears to go some way to explaining why these channels are significantly more preferred by this generational cohort.

Marketing preferences and relevance –

Email is the most popular channel to receive marketing messages from brands – with 73% of consumers ranking it in their top two preferences.

However, there is a marked difference in this generation-ally. While email is the channel preferred most by Gen Z (45%), it is far less pronounced in comparison to other age groups. This figure may be influenced by a preference to receive brand content through other channels like social media (37%), video (25%), and even phone calls (19%). Gen Z is also more likely to report messages received via social media (56%) and video (59%) as relevant. If you are looking to market to millennials, consider hiring a PPC agency

At the other end of the generational spectrum, Baby-boomers prefer email (88%) and mail (52%) significantly more. This older group of consumers are also significantly less likely to find the marketing messages they receive through many of the channels asked about as relevant – with just email (63%) on a par with other generations.

Millennials are the generational cohort most likely to find marketing messages relevant across all the channels asked about within the survey.

Further information can be found on the DMA website: https://dma.org.uk/research/dma-insight-channel-challenges-between-generations