Claim OwnershipShiny New Object - a Marketing Podcast
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Shiny New Object is a podcast about the future of data driven marketing. Each episode is a conversation with an insightful and influential leader in the industry about the latest tech, trend or talking point to catch their eye. Host: Tom Ollerton, Founder of www.automatedcreative.net
335 Episodes
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"We've got all this data, but who's to say people aren't just randomly searching for random things because we've got so many avenues to be searching for them?" Nick Cedar, Manager Media Strategy and Planning at SharkNinja, talks about why it's important to understand your audience more than it is to extract data that may not be giving you any relevant insights. On the latest episode of the Shiny New Object Podcast, find out: Why doing a good job as a leader means you've nurtured an independenth, thriving team How to find data that's a launchpad for ideas and not just a scorecard of what's happening The relevance of audience-centric data storytelling.
Head of Digital Media at Newcastle University, Matt Horne joins Tom Ollerton to talk creativity, data-driven marketing… and why his skateboard is a better teacher than most dashboards. In this episode: Why marketing mix modelling and data warehouses help, but aren't 100% precise Reporting that lands: tailor the numbers to finance, tech, or the C-suite Privacy, under-18 targeting, and the reality of higher-ed marketing Hustle early, balance later: a career path from radio ads to paid and organic "Rate My Skate": learning in public, experimentation, and finding flow. Listen, learn, and maybe pick up a board.
Stop chasing clicks without meaning, says Pepe Gorbea, Global Head of Brands, Agencies & Sustainability Innovation at HP and Co-Founder. of StoryMaking4Good. Tune in to hear: • how co-creation turned Nescafé into a double-digit growth story in Mexico • why marketers must learn to listen and focus on the metrics that matter • how to link storytelling and sales • why the future of advertising lies in community, not campaigns "I want to stop people skipping ads — because advertising can help communities thrive." Learn how co-creation drives both purpose and performance.
Stop logging numbers without insights, says Ruggable's Insights Manager, Kajal Patel, on the latest episode of the Shiny New Object Podcast. Tune in to hear: how to use customer segmentation that delivers results why predictive LTV should be your no 1 prioritisation tool Kajal's best investment to increase her productivity why numbers are useless without a call to action. "Data is the neck of the company, because it helps the head move in the right direction." Learn how to use it wisely.
While AI is brilliant at reacting to a prompt, marketers need to remember that they want humans to react to their message. That's where human input will always provide value, says Secret Escapes' Interim Head of Brand and Marketing EU, Pete Durant. We catch up with Pete about AI vs social media and rapid growth, gaining perspective about work and life, focusing on actionable insights (not just data noise), and why his shiny new object is Meta's intent black box. An episode twice as long as most of the most recent ones... and packed with great marketing thoughts!
The future of marketing may not just be shaped by the internet anymore. On the latest podcast episode, we speak about the under net with Jason Hartley, Head of Media Innovation and Trust at PMG. Jason explains how the infrastructure of the internet is now being used in a new way that's not really visible to us, introducing "invisible influencers" that make up what he's calling the under net. We talk about AI agents, the emergence of an over net as well, and using data but looking beyond it, to become a better marketer.
Instead of being data driven, marketers need to switch to being wisdom led and search for human insights that help them predict consumer behaviour. On the latest podcast episode, Mark Cochrane, Head of Media Strategy at T&P, tells us why there's an important difference between data and wisdom. He's also discovered a much better way to brainstorm around audiences, than the old pen portraits - using AI audience agents. Learn how he does it and get top data driven marketing tips.
How can you find the sweet spot between brand and growth, using creative and data in tandem? Kyle Shileds, Growth Creative Lead (Art Director) at fintech brand Wealthsimple, discusses his top data driven marketing tips on the latest episode of the podcast. Find out why he takes inspiration from Malcolm Gladwell books, how he looks to brands like BMW, Duolingo, and IKEA's platform hijacking for inspiration, and his advice on advertising while still "feeling like a friend, not a big brand."
What's more important, raw data or customer feedback? Speaking to Molly Peel, Head of Social Media at the Red Carnation Hotel Collection, we re-open the qualitative vs quantitative debate when it comes to data driven marketing. Hear how you should balance the two and learn about how Molly using predictive analysis to set future plans in social media.
ClassPass Acquisition Marketing Manager Beril Aydingor Yunusoglu shares why mindset is her shiny new object. In a world where we have too much choice and AI is prevalent in the creative process, she advocates for balance and authenticity. Learn how to adopt these, connect the human dots that AI can miss, and go beyond the data to understand context and nuance.
Julie Pender, the UK Creative Content Manager at Havana Club UK, Pernod Ricard, joins us to discuss the future of data-driven marketing, the essence of alcohol marketing, insights from Simon Sinek's 'Start with Why', the importance of navigating data-driven insights, and the power of community in marketing. Julie shares her experiences and strategies in building a community around the brand, emphasising the significance of genuine relationships and understanding consumer behavior.
What does ChatGPT have to do with launching a jewelry brand? Richard Lee, Google's Global Head of Marketing, Games and Media & Entertainment Industries, unpacks how AI is reshaping marketing, particularly by using text to code with AI. Learn how he's getting it to help create complex workflows, brand mood boards, or a newsletter. And how to ensure there is still quality human input into it all.
AI is opening doors for data driven marketing, but can be a Pandora's box if not used carefully in the healthcare industry. Hernando Ruiz-Jimenez is Chief Marketing and Communications Officer at Geisinger Health, where he's experimenting with AI agents and pilots to see how he can make the most of healthcare data while protecting customers' privacy and being respectful of their particular conditions. Learn about great marketing books, understanding the basics, and trial and error with AI in healthcare marketing.
You'll always be more productive if you're happy where you work. Jayne Andrews, Marketing Director at Fentimans Ltd, believes in creating high performing and happy teams; in other words, "teams that are productive for the right reasons," where people can be themselves and put their best foot forward. While this is Jayne's shiny new object, she also shares her belief in how data and creativity come together to make marketing magic. And she tells us about how she "killed her career" during Covid! Tune in to get top data driven marketing tips and valuable life lessons in one episode.
"If you don't focus on retention, you're filling up a bucket with holes. You celebrate all these acquisition numbers, but your funnel is actually leaking and you don't know it." Splendid Uchehcukwu, Growth Marketer at GoCardless, warns that retention is more important (and more overlooked) in data driven marketing than we may think. On the latest podcast episode, she shares her top tips for retaining new customers, changing focus, and developing a marketing career.
Is data the end-all be-all of marketing? Or should marketers trust their instincts more, finding the courage to make decisions that don't always hide behind dashboards? Francesco Federico, CMO at S&P Global, talks about the push and pull of data and instinct in today's marketing, on the latest podcast episode. We then dissect his shiny new object: agentic AI. Is it truly new? How does agentic AI differ from simply using a tool? And how will it alter the future of marketing? Tune in to find out.
"Even if people are distracted by Slack or an SMS message, when they look back at your slide they can zoom in and see quickly what they're supposed to digest." In an era of ever decreasing attention spans, marketers should focus not just on how to keep their consumers interested, but also on how to make it easy for their peers and stakeholders to digest their data. Drew Hampton, Head of Performance Marketing at Varo Bank, gives us a masterclass on how to use and communicate data effectively to get ahead. Tune in to learn some of his key tips.
"Show up, do good work, find joy." That's Izzy's mantra, and he explains why it's helped him through a long and varied career on the latest episode of the Shiny New Object podcast. Tune in to hear how the VP of Growth at Zopa Bank applies Zopanomics to identify the profitable customers in fintech, why he thinks most people's mindset is holding them back in data driven marketing, and much more.
How will AI search change data driven marketing and the way consumers interact with brands? On this special Cannes edition of the podcast, we welcome two guests: Anastasia Leng, CEO and Founder of CreativeX, and Thorsten Schapmann, Global Media Director at Beiersdorf. They've both chosen AI search as their shiny new object and we explore its intricacies and challenges. We also talk about new beliefs and behaviours and their top data driven marketing tips.
Danilo Tauro, Managing Partner at Aperiam and Senior Advisor at McKinsey & Company, shares his view of how AI agents will shape the future of data driven marketing. We also talk about the risks of paralysis by analysis, why marketers need to just get started and iterate along the way, and how students should adopt P&G's PIE method for their career progression.
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