Andrew Bates is the Enterprise Data Strategy Director at AARP, where he’s responsible for developing and managing programs to help its many groups use business intelligence better. He’s currently focused on big-data initiatives that connect AARP’s many technologies and systems, enabling the organization to measure the effectiveness of its marketing efforts and improve the experience of its members. Andrew also supports governance and policy programs anchored on the legal and ethical use of personal data. For 20 years, he has developed winning marketing strategies and multichannel attribution models for organizations, including Navy Federal Credit Union, DuPont, American Cancer Society, and Rosetta Stone.