Secrets of my success: Dawn Orr, UK data group leader, Acxiom

and low pay began showing. So when my bank manager suggested a change of
career, I duly complied.

My career in data kicked off when I started working for Emap Direct's
controlled circulation B2B lists department. I sold data on to third
parties and quickly learned the difference between direct marketing and
direct mail. Technology magazines (including the now extinct DACT User)
really helped me understand the history of technology and its place in
the DM industry.

My role at Emap was very different to what I'd done before, but I
instantly felt at home. I firmly believe that hard work and a can-do
attitude will get you anywhere. My efforts paid off and I got promoted
to deputy sales manager.

I reported into Denise Henderson-Cleland, now development director of
Mediaprisme UK. As a consummate customer services professional, Denise
was my first career role model. She gave everyone equal attention
regardless of the size or profitability of the job involved. That's what
customer services should be all about.

My next move was to ICD (now Experian) as it moved from publishing into
the data arena with the launch of targeted card decks. As a 25-year-old
sales and marketing director, I was eager to make my mark. I developed
the use of lifestyle surveys as a key route to collecting quality
consumer data and was lucky to grow with the industry. At ICD, I learned
about the power of money, or more accurately, the power of cash
flow.

I then moved to NDL (later Claritas), where I launched the National
Consumer Survey. This was so successful that the survey division became
a major part of the company's make up. When NDL and CMT merged into
Claritas, I was given the opportunity to head up all data divisions.

Then, when the dotcom era was heating up, I saw great potential in the
internet for collecting data, so set up Naviant Europe, one of the first
online companies in the data arena. We used click-through technology to
serve up online product questionnaires. The company was absorbed back
into Claritas and, being a typical junkie for change, I decided again to
do something else.

That brings me to another lesson: change. The media/marketing industry
is extremely dynamic, so you'd better embrace it. And, more importantly,
realise that change is good so you'd better make it work for you.

So, I joined Consodata as managing director of its UK business. I had a
great challenge to make the company a significant number two in the UK
consumer data industry.

When Consodata was taken over by Acxiom in 2004, my job title changed to
UK data group leader and I am currently spearheading the integration of
the industry's most comprehensive data offering.

I'm proud that I feel as passionate about data now as I did 15 years
ago. My strategy for change and improvement has always been through
listening to my clients and their needs. After all, cash might be king,
but businesses are nowhere without clients. If that means walking away
from a deal because that's the best thing to do for your client, then so
be it.

Client relationships have made today's data industry and they will
continue shaping it in the future.

CV

Education

BA (Hons) Literature, Essex University

Climbing the ladder

- 1988 production director with theatre group

- 1988 controlled circulation B2B lists, Emap Direct

- 1994 sales and marketing director, NDL

- 1998 commercial director, Claritas

- 2000 managing director, Naviant Europe

- 2002 managing director for UK business, Consodata

- 2004 UK data group leader, Acxiom

Secrets

1. Hard work will get you anywhere. Success is 10 per cent inspiration

and 90 per cent perspiration

2. Cash is king - be mindful of financial obligations

3. Embrace change. Be positive about it and make it work for you

4. Maintain good client relationships