Turning data into actionable intelligence was always at the core of Joanna's career. Therefore, it was no surprise when she founded Attribute Data to better enable organizations to get more value from their customer data to drive business growth. With more than 15 years of experience in customer experience analytics, she is highly regarded for her expertise in developing scalable data architectures and strategies as attested by her involvement in helping the Singapore Government to develop the Whole-of-Government Application Analytics initiative. Prior to founding Attribute Data, Joanna held senior appointments as Head of Analytics in various large enterprises. She is also a member of the Digital Analytics Association and is part of the I-COM Chief Analytics Officer Council, a global forum for marketing data and measurement.