Claim OwnershipInsights, Marketing & Data: Secrets of Success from Industry Leaders
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© 2024 Insights, Marketing & Data: Secrets of Success from Industry Leaders
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Published in conjunction with InsightPlatforms.com...Learn how industry leaders use consumer insights and data to market, nurture and expand great businesses. We talk to innovators from across the eco-system - clients, agencies, platforms, financiers and tech providers - exploring the stories, thinking and people behind successful businesses in the space. New interviews every Wednesday UK time. Suggestions, questions or thoughts? Please send them through to futureviewpod@gmail.com
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So, how do influencers really contribute to marketing campaigns? How do you measure that impact and compare with other forms of media? Enter the perfect person to get under the skin of these issues…. Gaz Alushi, President of Measurement and Analytics at Whalar, one of the leading agencies in the creators space. Gaz is formerly of Meta, Pinterest and Snap and his work has shown evidence of a 2.4x ROI from creators campaigns. We we had a great conversation, incorporating How the creator economy works & how to measure successThe importance of the elephant pathThe benefit of a consumer insight grounding Lesson from establishing measurement at Facebook, Pinterest and Snap How to evaluate ROIHow brands should work with creatorsThe importance of creating benchmarks and establishing the metrics that really matterAnd something you may not know about American vs European wine.All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
What are the practical ways AI is going to change research - not just in the future, but in the here and now? Arguably, there’s no one better to talk to on that front than Kathryn Topp, the CEO and co-founder of Yabble. As Kathryn describes, she and and her co-founder, Rachel O’Shea, introduced their first generative AI tool in 2020 with Open AI since ADD and I was lucky enough to talk through:Integrating the insights flow into one platformIntroducing generative AI into the platformHow Yabble ‘generates’ dataHow to effectively use synthetic dataHelping humans move at the speed of thoughtSolving the sample issues with virtual audiencesAdvice for young women making their way in the industryYabble's business model and future plansAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
From stingrays and hot coals (listen to find out) to building one of the leading companies in facial coding, emotion AI and behavioral leading models, Matt Celuszak of Element Human has had quite a journey. Matt’s always astute, engaging and in this interview we get into the issues above and more, including Strengths and weakness of facial coding dataEvaluating the intersection of claimed and behavioral data setsUnderstanding effectiveness of content for the BBC - rating vs reactionUsing sensor date to create measurement for the influencer economyMeasuring what’s valued, rather than just valuing what you can measureHow to derive granular human understanding from big data setsHow privacy works in relation to sensor dataHow behavioural learning models workLessons from building a business from scratch. All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
The story of the pint that turned into two billion data points....well, two pints actually. However, since sitting down with a piece of paper in his favourite pub in Manchester in 2017, Nick Richardson has built arguably the world's leading syndicated kids' research company and recently raised a £5.6m funding round to fuel further expansion. Among other areas we cover:- Nick's founder journey- His tips for fund-raising and successful scaling of a business- The market opportunity in the kids' research space- Tools to help media planners- Insights to guide licensing partners- The balance between SaaS and custom research- Why storytelling is still important within SaaS- Moving from data reporting to predicting trendsAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
Do we really need humans for insight? Will synthetic data grow or destroy the insights market? What on earth is synthetic data? Check out the latest FutureView interviews with the brilliant Mike Stevens of Insight Platforms to get a great overview of one the most important new areas that will affect everyone and anyone involved with insight and data analytics.Among other areas we cover:- The evolution of Insight Platforms- The importance of adding business context to insights- Characteristics of insights companies who fail (and succeed)- Definitions of synthetic data- Prospective limitations of synthetic data- Conversational/ augmented surveys- The impact of LLM based analysis on the insights sectorAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
STRAT 7 is a new type of insights, analytics and data group, specialising in customer centric growth. Since Barrie Brien took over as Group CEO in 2019 the group has grown rapidly, both through organic growth and acquistion. At the time of recording STRAT 7 incorporates Bonamy Finch, Research Bods, Jigsaw, Incite, Rainmakers and Crowd DNA. For anyone intrigued by the financial and strategic aspects of growing an analytics-oriented enterprise, this episode lays out the blueprint for success, as well as leaning on Barrie's fantastic perspective across the world of advertising, insights, analytics and management consulting.Among other areas we cover: - Perspective from the advertising world, from CFO at Lowe to CEO at Creston- The importance of the creative idea...and backing it up- Building STRAT 7- Integrating a paid advisory practice- The difference agencies and specialisations within the group- Incentivising and pulling agencies together- Working with PE and how PE works- What STRAT 7 is looking for next- The role of AI in advertising & consumer insightsAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
A great interviewee to start the new year - Tina Wilson, Group GP of Nielsen’s portfolio of Analytic Businesses and Ecosytem Partnerships. As most readers/ listeners will know, Nielsen is perhaps best known for its measurement currencies but Tina has overall responsibility for a major other business area: helping clients plan, evaluate and continue to optimize their marketing strategies.This incorporates 6 different P&Ls, responsibility for around $0.5b in client revenue and Tina explains over-arching principles behind her philosophy, as well as how Nielsen had proved such a fruitful place to work, incorporating multiple roles across the organisation. for almost 27 years. We also cover:Tina’s role in mentoring and practical means to encourage diversity in the workplaceNielsen’s role supporting the World Economic ForumThe key secrets to presenting data effectively Helping marketers navigate digital disruptionEvaluating the impact of marketing spendHow to manage cross-screen data duplicationBalancing synthetic and human dataAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
If you’ve ever worked with a survey, attended a focus group, watching a video interview with a customer - or possibly even thought that there must be a better way to teach your kids maths - then you’ve probably worked with some of the companies Jamin Brazil has set up. Jamin was the co-founder and CEO of Decipher, the CEO of Confirmit, the founder and exec Chairman of HubUX, which was sold to VoxPopMe where Jamin is now the CRO. He's also an advisor/ board member for Parsec Education, Michigan State University and Adjunct Professor at California State University. It was a pleasure to have such a wide-ranging conversation, getting into diverse topics such as:- The importance of making things!- The four key considerations for a new business venture/ product extension- Taking vs creating market share- The role of a Chief Revenue Officer- VoxPopMe's mission- How to shape data so it sticks- Giving back to Central California- Helping schools and changing how kids learnAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
Have you ever wondered about how the best key criteria to build, value and potentially sell a marcoms agency? A lot of the answers are here in less than 50 minutes! Not only has Tony Walford built and successfully exited his own group, but he's also represented some of the best businesses in the marketing space....and shares here advice and perspective on: The importance of insightsHow insights agencies should chargeHow to think about client diversificationThe 7 key value drivers for agencies PE vs StrategicsWhere the M&A market for marcoms is now. And you'll discover how music is in the blood, with a couple of more offbeat book recommendations than we usually get! Enjoy.....and any thoughts, recommendations or objections let me know at futureviewpod@gmail.comAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
Delighted to have on Rupesh Patel, Head of Consumer Insights for Samsung UK. Rupesh brings a wealth of perspective from foundations at Kantar/ TNS, to multiple roles at SKY, to his current position at Samsung.The first part of our conversation dives deep into the relationship between consumer insights and media, where Rupesh gives a pragmatic guide to how consumer insight can help media planning and buying. Not least, he also offers potential solutions for two closely inter-related sectors that often haven't worked well together. In the second part of our conversation, Rupesh makes some great points around the importance of innovating media channels at work, as well as communication with consumers. We also dive into key topics:- What makes a good agency?- What makes a bad agency?- How should you gauge the impact of influencer marketing?- Why market research as we used to know it is dead. There's lots of tangible advice in here for agencies and internal departments alike, including a clarion call for the insights sector to be brave, be bold and break away from traditional norms....All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
Ever wondered how research and measurement works in the world of Connected TV? How the world of advertising has evolved over the years? Are you curious about journey to lead tech and analytics at a major research and analytics firm? Then tune into the conversation with Tom Weiss, CTO and Chief Data Scientist at MarketCast, who turned his childhood fascination with computers into a remarkable career, spanning from software developer to project manager launching mobile phone networks and finally landing in the world of data science and advertising.Tom's journey is not just about the job titles, it's about the evolution of an industry through the eyes of an insider. He takes us back to the dot-com era, sharing challenges, learnings, and how he honed his skills for quick scaling and managing in a larger corporate setting like T-Mobile. As we move through the discussion, Tom deep-dives into his current role in the world of advertising and data integration. He untangles the complexities of capturing and measuring advertising impact, and the shifting paradigm from linear TV to connected TV, driven by changing consumer behaviour. Tom also explains the role of Automatic Content Recognition (ACR) data, integration of survey with first-party data with non-survey datasets, his view on the disruptive potential - but also the limitations - of AI in creative development. Tom's book recommendation:SMALL IS BEAUTIFUL - E.F. SchumacherAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
What if you could run a conjoint study in a matter of hours rather than weeks? How would then take that initial breakthrough and scale to a global business working with the likes of Pepsi, OMD and T-Mobile with repeat, contracted revenue and long term relationships? Enter Peter Aschmoneit, co-founder and CEO of Quantilope, the consumer intelligence company that's shaking up the industry. An accomplished CEO, CMO, and board advisor with a rich history in global food companies like Unilever and Danone, Peter brings his unique blend of expertise to the table as we pull back the curtain on Peter and Quantilope's journey so far, including: - Moving from client to agency side- How tangible values help company's scale- Whether consumer insight companies can really be a VC proposition- Shaking up the world of brand tracking- The important of financial transparency- How Quantilope implements a SaaS based approach- Using AI as your co-pilot- How to manage work-life balanceAs well as Peter's book recommendations:HOW BRANDS GROW: WHAT MARKETERS DON'T KNOW - Byron SharpBETTER BRAND HEALTH - Jenni RomaniukOBVIOUSLY AWESOME - April DunfordAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
I'm delighted to be able to share the FutureView interview with Joaquim Bretcha, Director General of ESOMAR. Ass the leader of the global trade organization for the insights industry, Joaquim brings a unique and deeply tenured viewpoint from major organisations on the client side such as Carrefour, to building out Netquest and several roles with ESOMAR. Among other topics, we address the hurdles traditional survey methods face in the realm of customer experience and user experience; key factors for success in the industry; and we explore the sometimes contentious relationship between research agencies and consultants.Joaquim also explains ESOMAR's goals and the importance of the organisation's history, as well as the practical steps around lobbying organisations such as the EU to protect and grow the industry. And - of course - we have the occasional digression into things your probably didn't know about Joaquim....All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is sponsored by Human Made Machine - optimising media ROI through high quality creative testing - find out more at HumanMadeMachine.comDelighted to publish part 2 of the interview with Avinash Kaushik. For those who haven't listened to part 1 (yet), Avinash is author of two best selling books, hugely popular blogger, former analytics evangelist at Google (among many other roles during his 16 years there) and now CSO at Croud. In part 2 we get into:- Using creative testing to win before you spend- Matching testing to in-market performance- Balancing creativity & data analytics- Croud - what comes next- Looking for the next generation of leaders- Strong opinions, loosely held...does the mantra work- Avinash's best and worse characteristics....from someone who knows him very very well!Book recommendations:YUVAL NOAH HARARI - SAPIENSLIU CIXIN - THE THREE BODY PROBLEMAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is sponsored by Human Made Machine - improving ROI through high quality creative testing. Find out more at HumanMadeMachine.comDelighted to have on Avinash Kaushik, an OG of the marketing analytics world, author of two best selling books, hugely popular blogger, former analytics evangelist at Google (among many other roles during his 16 years there) and now CSO at Croud. He's also a fantastic interviewee.....so much so that we've split this interview into two so we don't have cut out too many of Avinash's wise words. Among other topics we cover in Part 1 are...- Why you don't need TV in your life- Eat pies...just don't chart them- The sins of data visualisation- Marketing principles that have stood the test of time- The importance of incrementality not attribution- Moving analytics from data hunting to cordon bleu- Introducing data democracy at Google and 'win while you spend'https://www.kaushik.net/avinash/https://www.amazon.co.uk/Web-Analytics-2-0-Accountability-Centricity-ebook/dp/B0032ZD0IE/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=&sr= All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is brought to you by Human Made Machine. To find how to boost your marketing ROI though fast, high quality creative testing visit HumanMadeMachine.com Delighted to have on Jessica DeVlieger, the CEO of C Space. Jessica shares her experiences and learnings from working on the Oprah show, to then joining C Space and progressing to become the global CEO. Among other areas, we cover.... The importance of growing up on a farmWorking with OprahProgressing through C SpaceMaking business more humanWorking with clients to find the answerHow to build effective sales & marketing departmentsThe relationship economyLessons from Apple, Nokia and NikeHow to implement successful diversity programmesMatching high performance and empathyAnd Jessica's book recommendation:HAMNET - Maggie O'FarrellAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
Delighted to have on David Boyle, the founder of Audience Strategies and the co-author of PROMPT for Brands, a practical guide to using ChatGPT. https://prompt.mba/products/prompt-ebook David draws on a wealth of agency and client side experience across retail and media with the likes of Harrods, Tesco, BBC Worldwide, EMI Music and Harper Collins to summarise here the pros, the cons and the practical implications of using generative AI solutions right now in the research & analytics process. And if that's not enough.... find out how data & insights have helped guide the careers of artists like David Guetta and Tine Tempah. Among other areas, we cover.... What makes a good segmentation?Using insights in the music businessThe importance of process and Phase Zero planningIs ChatGPT going to put researchers out of a job? The key learning rungs for effective use of ChatGPT in the insights processHow to get the most out of prompts and enhancing proposalsWeakness of ChatGPTPractical resources for researchersAnd David's book recommendations:HOW MINDS CHANGE - David McRaneyAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
The FutureView podcast is published in conjunction with InsightPlatforms.comPart 2 with Phill Agnew, Host of The Nudge, the leading consumer psychology podcast providing great interviews with leading behavioural scientists and entrepreneurs, packed with evidence-backed tips to help you kick bad habits, get a raise, and grow a business. Among other areas, we cover.... How Donald Trump uses behavioural scienceWhy Greta Thunberg will become less influentialThe importance of risk in communicating your messageHow to position for a pay riseEmotional vs rational benefitsHow the EPL could benefit from variance effectAnd Phill's book recommendations:THE CHOICE FACTORY - Richard ShottonINFLUENCE - Robert ChaldiniWAR DOCTOR - David Knox All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
The FutureView podcast is published in conjunction with InsightPlatforms.comPart 1 of a two-parter with Phill Agnew, Host of The Nudge, the leading consumer psychology podcast providing great interviews with leading behavioural scientists and entrepreneurs, packed with evidence-backed tips to help you kick bad habits, get a raise, and grow a business. Among other areas, we cover.... Phill's proclivity for 'running backwards'How I am unintentionally using behavioural scienceHow the likes of Amazon, De Beers, Snickers and the UK government use nudge theoryAds that have changed the worldRecommendations for marketersHow nudge theory fits with broader strategy All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
The FutureView podcast is published in conjunction with InsightPlatforms.comPart 2 of a two-parter with Ross Antrobus, VP Analytics, Insight & Loyalty at LIV Golf, the new tour aiming to supercharge and modernise the world of golf. Prior to joining LIV, Ross was the Head of Research at the Football Association, which also informs our discussion...Among other areas, we cover.... Developing LIV's broadcast propositionEvaluating effectiveness for sponsorsLaunching an insurgent brandEncouraging participation in golfUnderstanding event experienceMelding data sourcesAdvice for agenciesRoss's best and worst qualities! And Ross's book recommendations:POM POM GETS THE GRUMPS - Sophy HennTHE SMART BRANDING BOOK - Dan WhiteAll episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7
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