The importance of unifying zero, first, second and third-party data – Krishan Gandhi, iCrossing UK

Rising to success at iCrossing as part of their Senior Leadership team at 27, Krishan is one to watch in the data and technology sector. Here he divulges how his 'Apple Store', DNA and Eminem all attribute to his win.

Krishan Gandhi

Head of Data and Analytics

iCrossing UK

What are you going to do with your PMW 30 Under 30 Award trophy?

For those that have been on video calls with me know I have a bookcase behind me in my home office – otherwise known as ‘The Apple Store’; I think the trophy will find a home on one of the shelves.

What piece of advice would you share with young professionals looking to work in the PM industry?

It sounds so simple, but honestly, figure out what motivates you as an individual and use that as the driving force. For me it was and is seeing organisations achieve their objectives through the use of data and technology.

What is your favourite statistic?

There is enough DNA in an average person’s body to stretch from the Sun to Pluto and back 17 times. That's 3.67 billion miles x 17.

What one thing above all would you change about the PM industry?

I’d remove the false notion that utilising technology, data science, and/or advanced analytics in the context of marketing is either difficult and/or expensive. If this were to happen, I believe that brands would unlock the ability to deliver greater digital experiences for their customers and increase brand affinity with wider consumers in the market.

What do you listen to on your commute to work?

Anything RnB/Hip-Hop and Electronic; from ‘Justin Timberlake – Cry Me A River’ and ‘Eminem – Mockingbird’, to ‘Bicep – Glue’ and ‘Bonobo – No Reason’.

What is the one data or tech trend to watch out for in PM in 2022/23?

The rise of CDPs! As some platforms lose the ability to report on performance due to the demise of third-party cookies, the need for a single view of the customer exponentially increases – and to do this successfully brands must unify zero, first, second, and third-party data.

Listen to Robin Langford, Premium Content Editor at Performance Marketing World talk about the underrated usage of zero and second-party data in our first ever Attention Seekers episode way back when!