Caroline Worboys | Top influencer in DataIQ Awards 2018

Caroline provides her thoughts on the changing world of data, tech and what changes we might expect with  GDPR.

Path to power

I’ve been in the industry for a very long time – I love the constant growth and opportunity. I founded a data business, which I sold to News International and continued to lead in its post-sale growth and evolution and then post-second sale to the Callcredit Information Group. After we sold Callcredit to private equity, I was lucky enough to find a new challenge – global exposure at Wunderman both in EMEA and in New York. I’ve also led mergers and acquisitions and I keep my interests going through various investments in data-centric organisations and fintech. Additionally, I am IDM vice chair of the DMA Group. Most recently, I have gone back to my start-up roots. I am now working with a great team, as COO and founding partner of new datatech business, Outra. We’ve started with wide-ranging experience and proven capability from the founders, combined with forward-thinking clients to focus on giving brands greater control of their data and more predictive power.

What has been the highlight of your career in the industry to date?

Working with an innovative new team at Outra, a clean sheet of paper, fantastic investors and a big vision.

What do you expect 2018 to be like for the data and analytics industry?

I expect radical change as the whole industry re-evaluates what data it is using and what value it is driving, many being forced to deeply consider this due to GDPR. However, I do believe that some brands will use the disruption as an opportunity to refresh their approach and ultimately be in a stronger position. It will be key to build strong yet flexible foundations for the future in order to respond to the increasing pace of change.

So – why did you choose data?

No matter what you are interested in, data is critical. It is constantly changing and evolving in every aspect from source to science.

What is the best thing about working in the data industry?

Working with the new people coming into the industry, they bring skills and knowledge that we have not previously enjoyed and those of us who are at the more veteran stage, bring knowledge and experience which is relevant and directional. The combination of our skills makes us all better.

If you were granted one wish to change something about the data industry, what would it be?

Remove the latency and lack of transparency in data so that confident decisions can be made more quickly by brands.

What advice would you give to somebody thinking of a career in this sector?

Don’t be too narrow. A depth and breadth of knowledge is one of the most valuable things you can have.