David Reed

Knowledge and strategy director

David has been part of the DataIQ since it launched in 2011. He is responsible for all editorial content and activity across the DataIQ site and also the membership service, DataIQ Leaders. In this role, he is also developing a best practice framework for data and analytics teams focused on their soft skills and stakeholder engagement.

David has a 30-year track record in journalism covering data and direct marketing in the UK. He was contributing editor to Precision Marketing from 1992 until its closure in 2009 and editor of Data Strategy from 2005 to 2010, following the evolution of data from direct marketing through CRM to its current status as a leading value-driver in business.

He is a lifetime Honorary Fellow of the Institute of Direct and Digital Marketing and a member of the Direct Marketing Association's Roll of Honour. Previously, David was course editor for the IDM Award in Data Management and a member of the IDM Data Council.


  • “Developing a Business Case for Data Management” (course module for IDM Award in Data Management, 2011)
  • “Customer Communications Management: Profit Through Personalisation” (published 2006 in association with Pitney Bowes)
  • “Customer Communications Management: The New Focus” (published 2005 in association with Pitney Bowes)
  • “The Future of Direct Mail – strategic five-year forecasts” (published 2005 by PIRA)
  • “e-CRM: Customer Management Strategies for e-Business” (published 2001 by Business Intelligence)
  • “Developing and Implementing a CRM Strategy” (published 2000 by Business Intelligence)
  • “A Guide to Outsourcing Call Centres” (published 2000 by CallCraft)
  • “Call Centres - The Next Generation” (published 1999 by Informa)
  • “Measuring and Valuing Customer Relationships” (co-author with Bob Shaw, published 1999 by Business Intelligence)
  • “Market Research Strategies in Retail and FMCG” (published 1998 by Informa)

Contributions by this author:

When just 89 lorries turned up in early January for a traffic management rehearsal, staged to understand the impact of the UK crashing out of the EU with no deal, Transport Minister Chris Grayling... more
When you have worked hard to code a model in R, how easy is it for somebody else to pick up what you have done and repurpose it? Can they easily understand its inner workings, or will you have left... more
As the midnight chimes faded and 1st January 2018 began, there was pretty much only one thing on the minds of data and analytics practitioners - GDPR. Faced with the countdown to its enforcement on... more
When Maggie Philbin returned to BBC TV for a one-off special of Tomorrow’s World last month, it was to a world in which the footprint of technology had become much larger than the programme ever... more
The Pokémon Company International, a subsidiary of The Pokémon Company in Japan, has hundreds of millions of users of its games app which operates on Amazon Web Services. Many of these are children... more
Transformations are like building a domino run - you spend a long time putting all the pieces in place, building anticipation of when you get to push the first piece and start the chain going. Only... more
Check your privilege, mate. That is the very minimum that should be said to the man who aggressively challenged one of the founders of Women in Data during Big Data Ldn. Picking a verbal fight over... more
The 2019 edition of the DataIQ 100 is open for nominations. In what has been a highly-dynamic year for data and analytics, the look of next year’s list is likely to be very different from the one we... more
Nick Clegg’s appointment as head of global policy and communication at Facebook took many in the world of politics by surprise. Until then, he had not appeared to have a particular interest in... more
When the boss of the world’s largest tech firm (depending on which day of the week it is and the mood of the stock market) decides to speak to regulators, it is always going to make headlines. When... more