Skip 2018 Fun 200Skip Fidura is a consumer-centric digital marketer with over 20 years' experience on the client, agency and provider sides. Working for dotdigital, OgilvyOne and Acxiom Digital, he has helped B2B and B2C brands like BT, Fred Perry, Paul Smith, DHL and Copa Airlines have real conversations with each customer across all digital channels. Skip has also been an Executive Director at the dotDigital Group plc and a Non-executive Director of the UK DMA. As Chair of the Responsible Marketing Committee, he continues to shape the discussion and define best practice around the responsible use of data and marketing channels. He currently works with a number of companies as CMO, Non-Exec Director or Board Advisor helping them to protect and monetise their data assets.

Skip is a globally recognised data-driven marketer whose high energy talks are more about useful suggestions than buzzword bingo. Making complex concepts actionable, his talks focus on using technology to have real conversations with customers, consumer-centric uses for data and responsible marketing.

Is Attribution Broken? Or are we just asking the wrong question?

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The Mandela effect is the name for a collective memory that never happened. It is named after the collective memory that Nelson Mandela died in prison in the 1980’s – he didn’t.Marketing has many of these urban myths but the one also stands out as the most ironic quotes of all...
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