Karl Weaver, Global CEO at Data2Decisions on making meaningful connections, and why the term ‘Big Data’ has been exhausted.

What are clients looking for in their advertising and media solutions in 2015?

A way of making meaningful connections and simplicity that drives business growth. Clients want the pain caused by overwhelming amounts of data taken away. Ultimately they want to know what to do with their marketing budgets and understand what outcome it will drive. And agencies can help by being partners that will work with them to provide the best technique and media agnostic solutions.

What have been the most notable changes in the advertising industry since your career began?

Twenty years ago you practically had to beg, borrow and steal to persuade people to apply marketing evaluation approaches. Now people are falling over themselves to use data and analytics but they don’t always know exactly what to do with them. That’s a dramatic change. Those conversations about whether to use data or not don’t happen anymore. Today, it is irresponsible for marketers to not have a business case for marketing that’’s grounded in data.

What has been the biggest challenge of your career?

Navigating the successful transition of Data2Decisions from a privately owned business to be fully integrated into the Dentsu Aegis Network and opening nine offices globally. During that time of change, it was rewarding to help our people take on new challenges as we went on the journey to lead us to where we are today.

How would you describe your leadership style?

I believe what people want is a leader who thinks responsibly about the wider impact a business has. They also are looking for a level of emotional engagement from their leaders, to be treated like human beings. Odd coming from a data person perhaps, but so much comes down to gut, feel and intuition. People are not data.

What’s the best piece of advice you’ve been given in your career?

Have fun. There have been several times in my career when I’’ve chosen the prospect of fun and enjoyment over other rewards and they’’ve worked out very well for me. You’’ve got to enjoy the people, the work and the industry. People want to be around people who are happy, and laughing with others is much better than laughing on your own.

If you could pick one media platform that currently offers the greatest potential, which would it be and why?

Technically not a platform, but mobile stands out head and shoulders because it enables personalisation and seamless connections to transactions. Everybody’s fighting over mobile and we know from experience that making the customer journey more personal drives ROI.

If you could pick a single industry buzzword you could ban, what would it be and why?

The term “Big Data” has promised the world, but for many has just become a distraction and a topic to talk around in circles. It’s been exhausted – so much so that the phrase has lost all meaning. Clients don’’t just need to measure lots of things, but they also need to analyse the right data to see what exactly is making their marketing work more effectively.

What are your passions outside of work?

My family and kids, who are great fun, and cars; either tinkering around with them or track driving.

What’s the most exciting thing about being in the advertising and media industry today?

The potential for data, technology and creativity to come together to create new opportunities for brands and businesses we haven’t even thought of yet.