On the lighter side of things, we ask Rodney Perry, Head of Data and Analytics, Making Science, what makes him tick.
Founded in Madrid, Making Science is a digital acceleration company with a team of over 1,200 experts across 14 markets, including Spain, Portugal, France, Italy, the UK, Ireland, Sweden, Denmark, Norway, Germany and Georgia.
As a consulting partner of Local Planet — the world’s premier network of independent media agencies — Making Science delivers a suite of digital, technology and performance marketing services to a global clientele. Its expertise spans digital marketing and MarTech, software and cloud solutions, AI and SaaS, all underscored by a relentless pursuit of innovation.
What would you describe as your most memorable achievement?
Successfully mapping and implementing a bespoke e-commerce measurement solution for a services provider stands out as one of my most memorable professional achievements. As the outcome for such a site was a phone call, email, or request for a quote, it did not fit e-commerce measurement very well. The javascript solution I developed used only existing data and created new dimensions and metrics based on the context of the page. This provided a full view of the user journey using standard e-commerce reports and had a far-reaching impact throughout the business.
What first made you think of a career in technology?
I have always liked data and gadgets, so it appeared to be a natural fit. I never really thought about it; I just followed my curiosity, wondering how gadgets and computers work, and by the time I stopped to look around, here I was, and it’s a great place to be! It’s always fresh with interesting ideas and tools to satisfy that continuing curiosity.
What style of management philosophy do you employ in your current position?
I like to promote self-learning, curiosity and empowerment. I am here for guidance and direction, but I won’t be standing over someone’s shoulder the whole time. I want the team I work with to proactively look for ideas and think creatively about how we combine this new knowledge with what we already know, to create something even better.
What do you think has emerged as the technology trend of 2023 and why?
The emergence of GenAI for the automatic creation of content has to be the most relevant technology trend of 2023. Although it’s still under development, it has already had a major impact on a wide range of industries. I’m excited to be part of a business that is helping companies from different industries to conceptualise and deploy this technology for several use cases that range from personalisation and improvement of customer experience, to optimisation of processes. As the technology continues to develop, we can expect even more innovative and impactful applications. We’re also using a proprietary GenAI platform that helps companies create personalised marketing campaigns at scale. The platform integrates with top-tier generative AI tools from Google and OpenAI, and uses various techniques to ensure the output is accurate, relevant and brand-safe.
What do you currently identify as the major areas of investment in your industry?
As a digital acceleration company, we have identified areas such as GenAI, security and data analytics as key for investment. Data is at the core of success in the digital age, and to stay ahead of the competition, companies must become data-driven. With a strong focus on digital marketing – including personalised marketing campaigns, performance optimisation, and predictive models to anticipate customer behaviour – our business is also expanding the data and analytics practice to other areas, helping clients improve operational efficiency and reduce costs. Additionally, thanks to a partnership with Google Cloud, we can effectively protect our clients’ data and systems from cyberattacks while providing valuable business insights based on the analysis and activation of security data.
How do you deal with stress and unwind outside of the office?
I enjoy getting out into the countryside or mountains, cycling and running. I’m fortunate to be part of two great communities, whether it’s competing or volunteering. It’s a great way to broaden my horizons and hone my skills – every club needs a website.
If you could go back and change one career decision, what would it be?
Probably nothing – I’m where I am today because of the decisions I’ve made. If anything, it would be looking for more varied roles as a junior and searching for new tasks and opportunities once a role became predictable or repetitive.
What are the region-specific challenges when implementing new technologies in Europe?
Although important, regulatory compliance, such as GDPR, can make it complex and time-consuming to implement new technologies; working with experienced partners is key to navigating the regulatory landscape. Additionally, the shortage of skilled experts in the technology sector can cause challenges for companies trying to find the talent to implement and manage new technologies. Despite these issues, to be competitive, companies must look for strategies to select and deploy the right technologies suited to specific needs, with a phased approach to reduce risks and scale up as needed.
What changes to your job role have you seen in the last year, and how do you see these developing in the next 12 months?
We have shifted from the ‘you must implement GA4’ phase to ‘how to get the most out of the products’. During this time, there has been a lot of thinking and consideration over the best tools needed to achieve business objectives. The rise of GenAI has been occurring rapidly, and identifying what tools and data can best help businesses has become an important point. The rise of GenAI tools isn’t going to slow anytime soon and will remain an important consideration. Over the next 12 months, the role will heavily involve shaping first-party data strategies to be tool-agnostic, flexible and agile. Even in a slowing market, change is rapid and being able to surf the wave will put you ahead.
What advice would you offer somebody aspiring to obtain a C-level position in your industry?
Networking and self-promotion remain key. If you do something cool and useful, share it! Build out a broad knowledge base and try new things. Look to end every engagement with the other side wanting to work with you again and proactively look for opportunities. Moving sideways isn’t an issue if it provides an opportunity to learn new skills or enhance existing ones.
