Team Accord: Dan Ward, Head of Performance
Meet Dan, Accord’s esteemed Head of Performance and GA4 Guru. With his exceptional skill and expertise, he not only serves as a valuable asset to our team but also spearheads the development of our data platform, Loop.
What inspired you to join Accord/start a career in data?
As a fresh-faced and bushy-tailed Maths graduate, I was keen to get out of the classroom and start applying my skills in the real world. Being a numbers guy, an entry analyst role at Accord was the perfect place to begin, allowing me to turn theory into practice and have a direct impact on business performance.
What is your role, and what do you enjoy most about it?
As Head of Performance, my role at Accord is centred on data and its role in performance marketing (hint: it’s everywhere!). Starting in the planning process, through to feeding the algorithms for campaign delivery, and finally through to reporting, analysis, and optimisation. Put simply I help clients make the most of their data, and I enjoy the challenges this brings - digital moves at a rapid pace - so keeping up and getting ahead is never ending.
READ MORE: The importance of data strategy
What project are you most proud of?
Working on the launch of Ambassador Cruise Line has been a particularly rewarding project. Being offered a complete fresh canvas to work from has been the perfect opportunity to implement our data strategy from the ground up, with no legacy hang-ups or hurdles. This has enabled us to use data to drive performance, including media optimisations, audience integrations, privacy initiatives, server-side tracking and Customer Data Platform (CDP) automations.
And what do you find the most challenging?
As a curious person, I naturally look to understand the detail and inner workings of all areas of digital. It’s impossible to be the most informed about every area, so at times I need to let go of this curiosity and understand a broader view is appropriate. I’m not a control freak, honest!
What do you get up to in your spare time outside of work?
With a young family and a house that needs attention, spare time is fleeting, but when it does arrive, I can be found attending the Parkrun, playing football or surfing at one of our fabulous local beaches.
What advice would you give to someone starting in the industry?
There’s a lot to learn, so be curious (in spite of my prior comment!), ask lots of questions, lean on your colleagues for help and advice, and generally try and have a positive attitude - it’s okay to not know something on the spot, but being willing to go away and find the answer goes a long way.
If you could swap your role with anyone else in the company, who would it be?
I’d be a creative designer for a day, not because I’d be any good at it, just for the chance to use the other side of my brain for a change!
If you could have any superpower, what would it be and why?
I’d be able to fly, what a unique perspective on the world that would offer.
What’s the most interesting book, podcast, or movie you’ve read/watched recently?
The Joe Marler podcast has a guest from a different profession every week, from bomb disposal experts to ultra-runners to criminologists - fascinating!
What’s something on your bucket list that you haven’t had the chance to do yet?
I’d love to do a road trip through the Norwegian fjords, preferably in an exotic sports car, but at this point I’d take anything!
If you have any questions, or would like to learn more about our career opportunities, please don't hesitate to reach out.
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Dan Ward
Dan is Accord’s Head of Performance and GA Guru. Get in touch if you want to pick his brains on all things marketing performance.
