The data currency

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For marketers from my background to thrive in a digital and data-oriented world, you have to be willing to accept that what you’ve been told is wrong. Everything you thought to be true, isn’t, ” declares Dominic Grounsell, Travelex’s global marketing director.

During his 15 years in the profession, Grounsell has been on a journey of discovery – one that’s been heavily influenced by the role of data in marketing. 

He started with that classic marketing training – Unilever’s graduate programme – very much centred on the FMCG rule book of branding and communications. But in the intervening years, Grounsell has moved within telecommunications and financial services, and, consequently, the role and importance of data in determining marketing strategy has grown considerably, reaching a zenith in his current role at foreign exchange company Travelex. 

“I’m constantly amazed that many of the accepted wisdoms of FMCG still pervade our market, despite the fact that the data doesn’t always back it up, ...