Amanda Spencer is an analytics manager, running an onsite analytics team for one of the companies largest clients, delivering solutions, consultancy and support to stakeholders globally.
Tell us a bit about yourself, background and your current role
The first experience I had in data analytics was during my sandwich year at the Home Office. I was studying for my maths degree at the time, and this job gave me insight into calculating crime and sentencing stats. After graduating, I moved into direct marketing and joined a large retail group, Arcadia Plc, as a database analyst. Whilst there, I realised that there was some science behind the mailshots I received in the post!
I went agency-side in 2003 to EHS Brann, a marketing consultancy part of the Havas group, and earned an IDM Certificate in Marketing Analytics with Distinction, receiving the highest mark ever awarded for an IDM assignment (at the time!). Whilst there I grew and developed my analytical skills (modelling and segmentation solutions) before joining HDP in 2008 and moving to Singapore.
During my time there, I headed up the analytical office for 18 months, before returning to the UK and spending six months onsite with my client, John Lewis Partnership. I eventually re-joined the EHS group in 2010, moving in to digital communications and analysis. Following another five years at Havas, I was then lucky enough to join Aquila Insight and be surrounded by a very bright and solid team who make it look easy!
Did you ever sit down and plan your career?
No! I always knew I wanted to do a maths degree, but beyond that I had no thoughts. My maths degree included using SAS for statistical purposes, when I graduated, recruitment agencies kept talking to me about direct marketing analytics – I never even knew there was a whole science and industry behind the mail I got in the post. I fell in to it by accident but very quickly realised how much I enjoyed understanding who my clients’ customers were, how they behaved and how they should be marketed to.
Have you faced any challenges along the way and if so, how did you deal with them?
Of course! Clients will always continue to be the biggest challenge that anyone in the agency world will face. Learning that clients can be seemingly different breeds took me a while – the day it dawned on me that they weren’t always right and that it was ok to express a differing opinion, was extremely liberating. Forging working relationships with people with varying approaches is challenging, I’ve always tried to maintain a smile, an open countenance and learned when to pick my battles. Luckily, in an analytical world, we’re often able to assess varying solutions or approaches through a good testing matrix!
It also helps to build up a thicker skin and not take things personally. You may believe very strongly that your solution is the best for the client and their business, but if they don’t want to listen you just have to take it on the chin. There will always be someone else with open ears.
On a typical workday, how do you start your day and how does it end?
I’m a fanatical list writer and use my calendar to plan my deliverables around my meetings so I’m always more than prepared for the day ahead, assuming there are no curve balls. My day generally ends on a high with a ‘debrief’ over a glass of wine at the local watering hole!
Tell us a little bit about your role and how did that come about?
I went to university with our now Client Delivery Director, so when Aquila were looking for people, and he knew I was in the market, he got in touch. I then met John Brodie, one of the owners, and the rest is history. At the time I joined a London office of four people, all working on Sony Mobile and looking after our own stakeholder areas. I started (with another colleague) setting up global email communications – scoping data solutions, campaign analytics and consumer lifestage engagement reviews. Two years on and now I only do a small amount of client deliverables, and a whole load of account governance instead!
Have you ever had a mentor or a sponsor or anyone who has helped your career?
Yes, I’ve been lucky enough to have three.
The first was my data planning partner at Havas. He helped me to develop my consumer analytics and data strategy skills. We were an unstoppable duo for about eight years.
Secondly would be one of my original bosses at Havas. He set up his own analytical agency in Singapore and asked me to move overseas to head up the office there – a phenomenal opportunity as well as throwing me in the deep end with no managerial experience and having faith in me to stay afloat.
My third was another Havas boss, now a marketing services director at DigitasLBi. She’s a strong female role model within a predominantly male industry. She taught me to be pragmatic, how to organise, plan and structure accounts, and opened doors for me into the digital marketing world. I value her opinion above many and although her brutal honesty was hard to take at times, she always managed to challenge my thought processes.
If you could change one thing for women in the workplace, what would it be?
I like to think that misogynists are a dying breed but I have certainly witnessed and been on the receiving end of the jealousy and arrogance of men in the workplace. I’ve seen male peers who are more likely to begrudge a female their success and openly say it wasn’t deserved. They like to believe that they could have done a better job. Maybe I’m too positive in thinking that we have equal opportunity and protection against discrimination? Either way, I believe in the right person for the job, it should be based purely on merit. If both males and females felt the same, this wouldn’t even be a conversation topic.
How would you encourage more women into STEM/ the digital industry?
It’s strange that women are seemingly under-represented in this industry. Being technical across all aspects of STEM requires clear methodical processing, logical thinking and strong organisational skills – and these are all generally skills that women have in abundance in comparison to men. We’re extremely well suited to the STEM and digital industry. An entire culture shift is needed in schools to eradicate the gender bias in science and technology. Only then will we see more women lean toward technical directions when it comes to their choice of career. We need to shout more about companies such as Aquila Insight and change this perception. We are 60% female at every level of the business.
If you were to look back in five years, what would you see in terms of your achievements?
To have been pivotal in the growth of an exciting company and share in its successes. Aquila Insight has just placed 12th in the Deloitte Fast50. I hope to see that success continue.
Tell us about your plans for the future?
Same as the above really – hopefully to still be part of Aquila Insight, a company that I love, and be key in helping to contribute to its continued growth and success.
