When I started my data career 11 years ago, the industry was a very different place. The traditional data planner’s role tended to focus on targeting recommendations, list buying, data processing briefs and practically reciting the Data Protection Act. Indeed, with many data planners coming from a list broking or ownership background, there was a strong focus on using cold data. Today, however, the traditional skills of yesteryear simply don’t cut it. So what’s changed?