Like many in this sector, Ping stumbled into direct marketing by accident, originally planning to make a name for himself in the steel industry after studying for a micro-structural engineering degree at Sheffield Hallam University.

His best laid plans were put to the sword, however, as, in the early Eighties, the British steel industry was suddenly not the place to launch a glittering career. So, he started out on what has become a well trodden path for graduates - a career in sales.

At the time, like most publications, the Financial Times (FT). employed a blanket marketing strategy, and it was widely acceptable to mail the whole of the Electoral Roll. He recalls: "Targeting was a strange concept and databases were rarely integrated, except for a few mail order companies, such as Great Universal Stores (GUS). They were at the cutting edge of how to do things and the early days of data being the critical exponent of direct marketing."

After six years, Ping left the FT to move to News International as insert manager. A year later, he moved again, leaving a difficult working environment behind him, and spotted an opportunity at The Guardian.

Starting as insert manager, Ping's eventually headed up The Guardian's ventures division, which included brand extensions and reader offers. In 2005, he took on the additional roles of DMA chairman and head of the SmartFocus User Group.

At Ai, he will be responsible for creating and driving forward a comprehensive customer services strategy as well as assisting Ai in the development of its digital services.

But Ping recognises the industry faces major challenges. He comments: "The problem now is the amount of data you can generate from any website is phenomenal. The future of data will be about managing vast quantities of data and getting better at combining different sets of data to predict an outcome. People will have to have the skills in analysis and modelling to make the best out of data to make a difference."

Using data to aid environmental concerns is also vital. He reckons this can be achieved through segmentation, to combat fears over companies' carbon footprint.

He says: "Everyone has to be wary of the environmental aspects and question the validity of direct mail that uses resources and gets a low response rate."

However, Ping believes the recent initiative undertaken by Central Office of Information (COI) to only work with suppliers which can demonstrate their green credentials, will become the norm within 12 months.

"The whole concept of marketing is about segmentation and what drives segmentation is data. The future of all marketing is around segmentation and how you manage it. If you get that right, everything else will fall into place," he says.

Yet he is no archetypal data geek. Away from work, Ping splits his time between his family and restoring vintage cars - his current projects include two Fiats and an Austin dating back to the Thirties.

A data man who likes getting his hands dirty? Who could argue against that…