Christina Finlay, director of insight and data, National Trust

Christina Finlay is Director, Insight & Data at the National Trust. She and her team lead for the Trust’s data, insight, and measurement and management of the customer journey, from awareness to advocacy. Prior to the National Trust, Christina has worked in UK, Singapore, Canada and France, mainly focused on FMCG brands with companies like General Mills, Hovis and FutureBrand.

What are they talking about:

Maximising the impact of your communications through data-driven personalisation
  • How to build the data architecture you need to target your audience more effectively
  • The role of data analysis in audience engagement and fundraising
  • Effective CRM systems that are GDPR compliant and effectively store and utilise data