Data Driven Voices - A Podcast by Avaus

In this episode of Data Driven Voice, host Emma Storbacka sits down with Anette Tannerfeldt, CEO at Swedma and Jari Perko, CEO at ASML to unpack profiling, privacy, and performance in modern marketing. From Europe’s regulatory headwinds to the rise of Temu and Shein, they examine why so much data goes unused, where Nordic brands are falling behind, and how courage, ethics, and first-party smarts can turn compliance into competitive edge.Chapters00:37 — Welcome & The Regulatory Battlefield07:30 — Profiling: Human Nature vs. Digital Risk11:48 — The Martech Utilization Crisis19:50 — The Temu and Shein Effect21:30 — The Competitiveness Battle: Europe vs. China31:26 — The Path Forward: Courage and Collaboration37:24 — Conclusion & advice for companieshttps://www.swedma.se/https://asml.fi/

In this episode of Data Driven Voices, host Emma Storbacka sits down with our Head of AI at Avaus, Eric Hörberg, to explore how organizations can leverage AI for meaningful business impact, while navigating the challenges, fears, and “sleepless nights” that come with rapid technological change.Introduction (00:00)AI, fear, and sleepless nights (01:23)Eric's AI journey: From 2010 to today (06:20)Generative AI and Its Growing Impact (12:30)AI in Business: Beyond Content Creation (17:25)The AI Workflow: Integrating AI into Existing Processes (25:30)AI in B2B and Marketing: Where the Real Value Lies (29:10)The Leadership Challenge: Embracing AI for Business Growth (33:40)Final thoughts & key takeaways (36:00)

This episode of Data-Driven Voices is a little bit different. It's an AI-generated audio version of our MarTech and Customer Data Guide, created with NotebookLM. The guide brings together over 100 years of combined expertise and customer stories, now repurposed in audio format to make the insights accessible in more ways.We explore:Why omni-channel presence and hyper-personalization are now business-criticalThe shift from third-party cookies to first-party data and retail mediaHow automation and AI scale content and customer engagementThe rise of MACH architectures and composable customer data platformsWhy operating models, data quality, and change management matter more than just the tech📖 Download the full guide via this link: https://www.avaus.com/avaus-martech-guide/📬 Would you like a physical copy? Reach out to us at business@avaus.com and we can send you one

In this episode of Data Driven Voices, host Emma Storbacka sits down with Karoliina Partanen, Director of AI Finland, to explore how the country’s leading AI network is helping companies go beyond efficiency gains and focus on real business growth.Introduction (00:00)The Role and Vision of AI Finland (06:22)Comparative Analysis: Finland vs. Sweden (11:48)AI Adoption Challenges (15:39)Creating an Open Atmosphere (18:42)Building Trust and Consistency (20:20)Empowering Leadership with AI Training (22:18)The Importance of Experiential Learning (24:25)Fostering Innovation through Collaborative Learning (26:11)Transforming Customer Experience with AI (29:04)Staying Informed in a Rapidly Evolving AI Landscape (32:15)Practical Steps for AI Integration (37:17)Closing Remarks (40:57)

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Neil Dickson, Head of Digital Strategy and Capabilities at Scania, to talk about what it takes to lead large-scale change in a global, industrial organization.They explore:How a psychology-first mindset helps teams adapt to disruptive changeWhat it means to build a real infrastructure for transformation—not just processesWhy customer insight and local enablement beat top-down directivesHow a global ethnography project turned into a GPT-powered voice-of-the-customer engineWhy trust, vision, and adoption—not just AI or tech—are the real change leversAI and digitalization are moving fast—but organizational change rarely does. So how can leaders navigate complexity, win trust, and build systems that people actually use?--> Tune in for a practical, human-centered conversation with one of the Nordics’ most thoughtful voices in data and transformation.#DigitalTransformation #AIAdoption #ChangeLeadership #CustomerInsight #OrganizationalChange #DataDrivenVoices

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Petteri Heinonen, Chief Technology and Data Officer at Saka, to explore what it really takes to drive a company-wide digital transformation—from the ground up.They dive into:How to go from scattered IT to a unified, customer-first data modelWhy tech choices should follow business outcomes—not the other way aroundThe famous “gym analogy” for Martech: why tools alone won’t make you strongerHow to prepare your data landscape for AI without chasing hypeWhy breaking down silos starts with shared ownership and trustFor Petteri, being data-driven isn’t about dashboards or architecture diagrams—it’s about staying curious, moving fast, and making sure your tools are actually used. So how can leaders cut through complexity and build tech that delivers real impact?Tune in for a refreshing, no-BS conversation with one of the most pragmatic minds in data and tech leadership.#MarTech #AIReadiness #DataStrategy #CustomerCentricity #DigitalTransformation #DataDrivenVoices

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Emma Spjut, Head of CRM & Marketing Automation at Dustin, for our very first Swedish-language episode. Together, they dive into the power of automation, AI, and data-driven strategy in transforming modern marketing. Summary of the episode in english is available here: https://www.avaus.com/blog/omnichannel-automation-emma-spjut-podcast/Together, they explore:How Emma went from chance opportunities to becoming a marketing tech leaderWhy automation is essential when handling 280,000+ products across six countriesHow Dustin moved from email automation to a full omnichannel strategyA real-world example of using PIM and purchase history to recommend the perfect printer tonerThe importance of cross-functional collaboration—and getting internal buy-inWhat it takes to lead organizational change in a data-driven worldHow Dustin is preparing for the future with generative AI and content automationMarketing today is no longer one-size-fits-all. It’s smart, scalable, and fueled by data. Tune in to hear how Emma Spjut and her team are shaping the future of customer communication at scale. #MarketingAutomation #AIinMarketing #Omnichannel #DataDrivenVoices #CustomerInsights

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Samuli Tahvanainen, Head of Marketing Technology at Sanoma, to talk about the ever-evolving MarTech landscape and the shift toward composable architectures.They dive into:Why MarTech is never "done"—and how to stay ahead in a fast-changing fieldThe balance between technology leadership and people managementHow to reverse-engineer MarTech decisions by starting with business goalsThe role of customer-centricity in driving smarter, more relevant marketingWhy composable MarTech is like Lego (and how to avoid getting stuck with Playmobil)With more tools, data, and expectations than ever, MarTech leaders are under pressure to deliver results while staying agile. How can companies design flexible, scalable, and business-driven MarTech stacks?Tune in for a sharp and honest conversation with one of the Nordics' leading MarTech experts.#MarTech #MarketingOps #ComposableMarTech #CustomerData #MarketingTechnology #DataDrivenVoices

In this episode of Data Driven Voices, host Emma Storbacka sits down with Adam Greco, a digital analytics veteran now at Hightouch, to explore the evolution of Customer Data Platforms (CDPs) in the era of composable architectures. Key topics include:The convergence of digital and customer analyticsWhy data warehouses are becoming the central hub for customer data10 key benefits of composable CDPsCommon misconceptions and challenges of composable CDPsHow AI is transforming data-driven decision-makingBest practices for organizations adopting a composable CDP approachTune in to learn how this flexible, cost-efficient model can help future-proof your marketing and analytics strategies.#DataDriven #ComposableCDP #CustomerData #AIinMarketing #MarTech #Analytics #DataWarehouse #Personalization #MarketingTechnology

In this episode of Data Driven Voices, host Emma Storbacka sits down with Phil Gamache, MarTech expert and co-host of Humans of MarTech, to explore the evolving MarTech landscape, from AI-driven automation to the shift toward composable stacks.Together, they discuss: Why marketing teams struggle to become truly data-driven—and how to fix it The real impact of AI agents in marketing (and why most vendors are overhyping them) Composable vs. packaged CDPs: Which one wins in the long run? The truth about multi-touch attribution—why it often leads to bad decisions How MarTech leaders should navigate the next wave of AI-driven toolsMarketers are facing more complexity than ever, with new AI capabilities, evolving data strategies, and the ongoing MarTech vs. Data team divide. How can companies make smarter tech decisions without getting caught up in the hype?--> Tune in for expert insights from one of the sharpest voices in MarTech.#MarTech #AIinMarketing #ComposableCDP #MarketingOps #MarketingTechnology #DataDrivenVoices

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Scott Brinker, the godfather of MarTech and VP of Platform Ecosystem at HubSpot, to discuss the realities of MarTech, data, and AI in today’s marketing landscape.Together, they explore:Why MarTech adoption rates are dropping—and how to fix itThe biggest mistakes companies make with MarTech and data investmentsHow AI and automation are shaping the next era of marketing operationsThe rise of Big Ops—and why marketing is now an operational functionWhat CMOs and CEOs need to do to future-proof their organizationsMarketing isn’t just about creativity anymore—it’s an operating function that requires the right tools, data, and processes. Are companies keeping up, or falling behind?🎧 Tune in for expert insights from one of the biggest names in MarTech!#MarTech #AIinMarketing #MarketingOps #MarketingTechnology #DataDrivenVoices

Many companies have invested in MarTech, but few are truly getting value from it. In this episode of Data Driven Voices, Emma Storbacka is joined by Oscar Jäderberg, Solution Architect and Head of Data Activation at Avaus.Together, they explore:What data activation really means and why it’s key to scaling personalizationThe biggest challenges companies face when operationalizing MarTechWhy composable architectures and shifting left to data warehouses are gaining tractionHow to build a structured process that actually delivers business resultsThe role of CMOs, CDOs, and tech teams in making MarTech workIf you’ve ever wondered why your MarTech stack isn’t living up to expectations—or how to drive real commercial impact—this episode is packed with insights you won’t want to miss.#MarTech #DataDrivenMarketing #MarketingTechnology #ComposableCDP #DataDrivenVoices

In this episode of Data Driven Voices, Emma Storbacka is joined by digital marketing expert Jens Hård to break down one of the hottest topics in the industry: First-party data.With privacy regulations tightening and third-party cookies fading, businesses are at a crossroads. How do you build marketing strategies that truly connect with customers while staying ahead of the game? In this conversation, we unpack:What first-party data really means and why it’s gaining so much attentionThe death of third-party cookies and how it’s changing the digital landscapeHow companies can activate their data across channels for real business impactThe organizational shifts needed to unlock the full potential of data-driven marketingNo fluff—just insights, expert takes, and strategies you can apply right away. If you want to stay relevant in the future of marketing, this episode is a great listen!#FirstPartyData #MarketingStrategy #DataDrivenVoices #DigitalMarketing #Podcast

The last episode of the summer season of Data Driven Voices out now!Join CEO Emma Storbacka and Strategy Director Ilona Vigren as they explore the world of becoming data-driven. Gain valuable insights on stakeholder alignment, avoiding a purely technical approach, and planning for long-term success.Discover how to overcome challenges in diverse expertise and competences, and consider a separate program or organization to drive your data initiatives forward. Learn about the effective operating model that focuses on alignment, calibration, execution, and talent development. #podcast #datadriven #dataintoresults #dataalgoaction #insights

Join us as we dive deeper into the world of data-algo-action with our CEO, Emma Storbacka, and Strategy Director, Ilona Vigren. Discover how this approach can drive tangible business results by:Defining your level of automation and setting targetsUplifting your automation level and ensuring scalabilityManaging your scaled portfolio effectively #podcast #datadriven #dataintoresults #dataalgoaction #insights

In our new episode CEO Emma Storbacka and Strategy Director Ilona Vigren, discuss the secret recipe to a successful data-driven business: How to define a data-algo-action methodology.How to apply the framework to concrete business problems.How to use the same recipe again and benefit scaling.More receipts available in our Avaus Cookbooks. Read and learn more how to add more flavour to you business and stay relevant to your customers.#podcast #datadriven #dataintoresults #dataalgoaction #avauscookbook

Is your organisation ready to run a marathon instead of endless sprints? Our CEO Emma Storbacka and Strategy Director Ilona Vigren are your coaches and discuss your full training program:How to end endless pilotingHow to scale and automate the right effortsHow to personalize at scale How to create the right mindset#podcast #datadriven #dataintoresults  #dataalgoaction

Our podcast series continues! High vision of becoming data-driven, but don’t know how to translate vision into concrete actions? We got you! Our CEO Emma Storbacka and Strategy Director Ilona Vigren are breaking down the steps:1. How to become a data-driven organisation2. How to define the relevant KPIs3. How to create the right mindsetFind out how data-driven your organisation is right now and whether customer-centricity and data-drivenness going hand-in-hand or if they are separate topics.#podcast #datadriven #dataintoresults  #dataalgoaction

We are continuing our European expansion. Starting January 2023, Italian enterprises will be able to leverage Avaus’ best practice assets and methodologies for accelerating data-driven transformation in marketing and sales. Listen to Emma Storbacka, Avaus Group CEO interviewing Piero Trivellato, Country Manager Avaus Italy on what European organisations in general, and Italian firms in specific, can learn from the Nordic way of working with data-driven transformation.