Iain Lovatt

Iain Lovatt

Iain has 30 years’ experience at the forefront of the database and analytics market, having founded Blue Sheep in 1986. He continues to bring invaluable foresight to the business, drawing on his knowledge of customer insight tools and data aggregation.

Iain actively contributes to the direct marketing industry, having been Chair of IDM Data Council, a board member of the DMA, and a Visiting Professor at the University of the West of England. Iain can also boast being voted as one of the UK's "most influential people in data marketing" for the last three consecutive years.

Iain is a keen cyclist, skier and runner and enjoys sharing his positive attitude whenever he is in the office.

Recent Posts by Iain Lovatt:

Data versus creativity – can one exist without the other?

For centuries, scientists and artists have held differing outlooks on life. While one strives for rational, objective truth, the other believes in subjective expression. It’s no different in the world of marketing, where these seemingly conflicting groups continue their tumultuous relationship with a struggle between data science and groundbreaking creativity.

Topics: Article

Eight reasons why you need to rethink your email campaign

When customers share their email address with you, they do so with a certain amount of trust: that providing you with it will benefit them in the future.

Email campaigns that do not conform to the most basic standards (opt-outs clearly visible, company registration details, engaging content and so on) will most likely head straight to the trash.

Get it really wrong and your carefully constructed promotional email will feel like an abuse of that trust, meaning a trip to the spam folder, a click of the unsubscribe button or a place on the block list.

Topics: Article

Customer analytics: Do it in-house or use a third party?

With the abundance of data available to organizations of all sizes, it’s never been more important to concentrate on the quality, rather than the quantity, of the information you’re collecting and analyzing.

Marketers are constantly trying to improve campaign ROI, better understand customers and spend less time cleansing and updating the database.

Topics: Article