Alison Shaffer

Senior Consultant, Big Data Strategy & Analytics, Data Governance, Privacy & Compliance, TRUSTe
Alison Shaffer

Alison Shaffer (IMC98) is the director of privacy, compliance and e-mail best practice, for Annuitas in California.

Prior, Shaffer was director of data strategy, marketing operations and analytics, demand generations with Dell and  group manager of marketing operations and analytics at Cisco WebEx, a marketing operations professional with 16 years of experience. There, she managed a team of marketing operations managers and analysts.  In that role, Shaffer says she focused  on all aspects of: Business Intelligence Strategy, Big Data Strategy, Analytics and Reporting Strategy, Database Marketing, Email Marketing and Deliverability, Best Practices in Marketing Operations, Data Governance, Privacy, Compliance and Master Data Management. She also participates as a mentor in the Cisco career advancement mentoring program, and is an active participant at marketing events.

In 2010, Shaffer was named a 2010 Rising Star by the Direct Marketing Educational Foundation (DMEF).   The annual award honors talented professionals under the age of 41, who work in direct or interactive marketing. Winners are judged on their outstanding leadership qualities, such as a having a track record of exceptional results and a strong reputation for “giving back” through education and mentoring.

“Attending the IMC program has proven to be one of my best life decisions,” Shaffer says.  “When I arrived for my first IMC class, I had no idea what to expect. When I left my last IMC class, I was full of knowledge, ideas, and was ready to take on the world. The IMC program introduced me to database marketing and analytic methodologies and theories that I had never encountered. I learned how to think strategically; most importantly, the program taught me how to read the data and how to interpret it.”

Shaffer adds that the IMC program introduced her to a group of intelligent people who inspired her throughout the program. Many of those friendships have survived over the years, she says, and it’s wonderful to see how everyone has grown and thrived in their careers.


The IMC program introduced me to database marketing and analytic methodologies and theories that I had never encountered. I learned how to think strategically; most importantly, the program taught me how to read the data and how to interpret it.