Paul Halliwell, TwentyCi's COO, recently featured in an article for MarTech Advisor, sharing solutions and advice about combining marketing technology to create compelling campaigns that generate higher returns for clients. Within it, Paul talks about his background in technology firms, what attracted him to TwentyCi and his thoughts on MarTech and MarTech stacks.
Paul holds an MBA from the University of Manchester and has spent the past 20 years in fast-growing technology companies, including TalkTalk which he launched as founding MD. What attracted Paul to TwentyCi was the way that we're breaking the mould and identifying better ways of doing things - such as our life event and homemover data.
The article goes on to talk about some of the challenges that TwentyCi faces from a technology and integration perspective, such as integrations with client's own technologies. However, there are also opportunities that MarTech brings. Paul goes on to say that "what is really exciting about the explosion in martech is that we are finding genuinely innovative and clever pieces of technology that enhance our data and technology to provide clients with an even better toolset to target consumers". One such area that TwentyCi continue to invest in is machine learning, to build predicative models faster than our hand-crafted models of the past, in order to produce and enhance campaigns that deliver higher returns for our clients.