REaD Group has created the new role of lead generation director and has poached Callcredit chief Dan Fossaceco to spearhead the firm’s operations.
Fossaceco has been head of sales for lead generation at Callcredit for over four years, working with a number of blue-chip clients including Saga and Scottish Power.
In his new role, he will be instrumental in restructuring the company’s data generation model, Research Opinion Poll. The objective is to turn lead generation into a mainstream marketing offering and change perceptions of what lead generation means to marketers.
REaD Group acquired Research Opinion Poll from Acxiom in 2014 to collect customer information and generate high-value, qualified leads in real time. The platform has since been overhauled to ensure its technology is fully compliant with the impending General Data Protection Regulation (GDPR) and effectively meets changing client demands.
Under Fossaceco’s leadership, REaD Group will be launching a number of lead-gen solutions in 2017, with the aim of creating an industry leading framework for hands-up data collection.
REaD Group chief executive Jon Cano-Lopez said: “At REaD Group, we believe that engaging with consumers in a more open, honest and transparent way is the only way forward. For too long, lead generation has been viewed as the poor relation of marketing but we see a huge opportunity for a new type of lead generation that puts the consumer at its centre.
“It goes without saying that creating our own fully opted-in data ahead of GDPR implementation is critical to our continued success. Dan’s role is pivotal to ensuring that REaD Group remains a shining example as we continue to take a leading and proactive approach to delivering bespoke data gathering solutions to the UK’s favourite brands.”
Fossaceco added: “In recent years there has been a noticeable shift in consumer attitudes towards communication with brands, with an increasing expectation for both individualisation and transparency. The new, improved Research Opinion Poll will allow us to collect fully GDPR-compliant premium leads specifically for our clients, enabling them to establish a greater degree of transparency with customers and prospects, and ultimately delivering more profitable relationships.”
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