Chris Sherlock
About Chris Sherlock
Chris Sherlock leads the Marketing Services team at Equifax which leverages one of the largest sources of consumer data, along with advanced analytics and proprietary technology, to create customised insights that enrich both the performance of businesses and the lives of consumers.
Joining Equifax in 2006, Chris brought a wealth of e-commerce experience. He previously worked for a number of high profile brands, including British Airways, where he was Partnership Director and Cendant where he held the position of Group Marketing Director.
Chris has developed expertise for businesses in applying a combination of high-quality data and marketing tools to combat fraud and market challenges.He is also an expert in the use of strategic marketing to help businesses identify and target the right customer.
About PANEL: Data is the new oil. So how do you refine it?
Overload. Is there too much data to make sense of it? Which data should you be measuring, and how much resource / budget should you be allocating to mining the knowledge?
Metrics. What are the most valuable metrics to multichannel businesses? Which KPIs are really worth focusing on? How can online data inform offline strategies and operations (and vice versa)?
Timescales. Are you stepping back to see the big picture? Are you obsessing about "a single currency" for measurement? To what degree is faith and judgement more - or less - important than informed opinion based on the numbers that really matter? How do you judge risk?
