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Firas Khnaisser from DMA Scotland – The Value of Data

Hear Firas Khnaisser, Chairman of DMA Scotland, talk about the value of data.

Firas Khnaisser works for Standard Life Aberdeen and is also Chairman of Data & Marketing Association (DMA) Scotland.

DMA seek to guide and inspire industry leaders; to advance careers; and to nurture the next generation of aspiring marketers:

“By working responsibly, sustainably and creatively, together we will drive the data and marketing industry forward to meet the needs of people today and tomorrow”.
Firas heads up the “Value of Data” initiative for the DMA. When I spoke with Firas I asked him if he could share some of his experiences and start to discuss how he leads teams.
I found it interesting to hear about “next best action” and its focus on achieving good outcomes for customers. I did smile as he talked about “data imposter” syndrome and how he overcame it. Two of the key takeaway points for me were:
Don’t be scared of the data… get started
Being absolutely clear on what value you want to achieve.

What did you take from the interview? Please share your thoughts in the comment section below.

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