• How does your first-party data garden grow?

    Aaron Montgomery Ward was a smart man. If you haven’t heard of him, he’s considered the inventor of direct marketing. He created his mail order business in 1872, launching with a one-page catalogue to sell directly to farmers, revolutionising the purchase of goods for agricultural communities who were previously at the mercy of local stores. So why does it matter?

Maurice Riley

  • Chief data officer, Digitas Australia
Maurice is the chief data officer at Digitas for Australia and New Zealand. Each day he works to deliver better connections between brands and people through data-fuelled creativity and data and technology solutions for a broad set of clients including Tourism Australia, Arnott’s, Westpac and Maccas. Maurice has been working towards realizing the promises of 1-to-1 marketing before 1-to-1 marketing was cool. He started his career in New York at Nielsen where he launched the first US household-level consumer segmentation and created PRIZM-TV, a segmentation system based on TV viewing behaviors and lifestyles. Maurice has been named President of the Creative Data Cannes Jury 2022.

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