Which digital discipline do you work in?
Biddable Tech, predominantly Paid Search
What did you study at university (or school) that led you to digital?
I did a degree in Marketing. No matter how complex the digital area gets, having the 4P’s drummed into never did me any harm.
Anything you wish you’d studied that would have helped?
Psychology at A Level would have been a good option I wish I thought of.
In the next five years, what will be the biggest change in digital?
Difficult to pick one, as the industry is so young still. For the last 3 years my answer to this has had the word “Attribution” in it. There is so much still to be done, but we have the tools to help us get there. Maybe the next challenge is “Actionable (Audience) Attribution”. Being able to ‘accurately-value-your-customers-and-invest-more-heavily-in-those-customers-and-audiences-who-are-most-likely-to-help-your-business-grow-profitably’ (or something) is a big step to the holy grail.
Favourite Excel tool?
It’s a head-to-head between vlookup and goal seek but, based on my reaction when I first discovered either, Goal Seek changed my life a tiny bit more.
What is the most satisfying part of the job?
For the past 10 years I’ve been in digital, this one hasn’t changed – happy partners/clients, by far.