Good Data, Better Marketing (Twilio Segment)

This episode features an interview with Dan Visnick, Chief Marketing Officer at HoneyBook, the leading business and financial management platform for solopreneurs and freelancers. Dan has over two decades of technology and internet industry experience, from start-ups to established brands. Prior to HoneyBook, he led global marketing for Change.org, was head of consumer marketing for Google Shopping, and held various marketing leadership roles at Yahoo!

In this episode, Kailey and Dan discuss leading marketing efforts with an authentic voice, applying B2C tactics in a B2B world, and using AI to build customer experiences.

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Key Takeaways:

• Customers have grown tired of the corporate spiel in marketing. Approaching your marketing with an authentic and unmanicured tone of voice makes your company resonate with customers in a more human way.
• Just because you’re a B2B company doesn’t mean you can integrate B2C practices and tactics. As Dan learned, building an inbound funnel, referral programs, and providing premium assistance can actually help you reach higher levels of efficiency in the long run.
• If you’re not using AI to build customer experience, you’re already behind the curve. For example, chatbots can help reduce support tickets and enable your support team to have faster response times. AI can also improve conversion rates by providing instant gratification to customers.

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“We've also been using predictive modeling to target who is relevant for our business. We started off with an internal algorithm to identify what segment someone is once they started a trial. Then we could speak to them and personalize how we address their onboarding journey. But now, we're using that externally well to identify who are the best product market fit in advance so that we can have higher efficiency in our own business and acquisition.” – Dan Visnick

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Episode Timestamps:

*(02:56) - Dan’s career journey

‍*(07:05) - Trends in the customer experience journey at HoneyBook 

‍*(08:10) - How HoneyBook uses AI to build customer experience

‍*(16:46) - How Dan applies B2C tactics in a B2B environment 

‍*(23:42) - How Dan defines “good data” 

*(32:32) - An example of another company doing it right with customer engagement (hint: it’s Duolingo and USAA)

‍*(36:57) - Changes in customer experience in the next 6-12 months

*(38:25) - Dan’s recommendations for upleveling customer experience strategies

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Links:

Connect with Dan on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Liz Miller, Vice President and Principal Analyst at Constellation Research. Liz is an industry veteran with nearly 30 years of experience instructing global marketing organizations on how to deliver the best customer experience. Previously, Liz worked for GlobalFluency, CMO Council, and Jan Marini Skin Research.

In this episode, Liz discusses the evolution of the CDP, what real-time actually means to customers, and how sales training at The Gap made her a better marketer.

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Key Takeaways:

• Composable architecture that holds data, business applications, systems and tools is fundamental to have headless applications
• Asking your customer open-ended questions is key when collecting valuable and personalized data
• We no longer look at customer experience through the lens of our systems, but through the eyes of our customers. They are in charge of what real-time data means to them.

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“Marketing's role is to so deeply understand the market and the customer that we act like this translational bridge between what our customer needs, wants, and expects, or just wants to dream about, aspire to. And we translate their language so that they can discover and understand our products and how great it is and all of those wonderful profitable things. We're here to fundamentally drive durable, profitable relationships with our customers, full stop.” – Liz Miller, VP & Principal Analyst at Constellation Research

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Episode Timestamps:

‍*(02:07) - Liz’s background  

‍*(06:32) - How The Gap made Liz a better marketer 

‍*(11:42) - Trends in marketing and customer engagement

‍*(19:06) - Liz explains the difference between CDP and CRM

‍*(33:23) - How Liz defines good data 

‍*(35:40) - An example of another company doing it right with customer engagement (hint: it’s Nespresso)

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Links:

Connect with Liz on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Kristin Maa, Senior Vice President of Growth at Saks. At Saks, Kristin leads growth and retention marketing and online category growth. She has held various leadership roles at Saks Fifth Avenue and HBC in marketing and business strategy.

In this episode, Kailey and Kristin discuss customer DNA, uniting online data and in-store experience, and creating VIP customers through predictive analytics.

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Key Takeaways:

• Customers expect their digital profiles to be reflected in their in-store experience. It’s critical for associates to structure in-person conversations around online data to provide a personalized omnichannel experience.
• Through the use of predictive analytics, it’s possible to identify potential high LTV customers based on their behavioral data. This practice gives customers the VIP treatment and leads to higher engagement and retention.
• Customer DNA helps pinpoint which brands, categories, and engagement channels customers prefer. This enables marketers to identify and suggest similar products and channels a shopper might be interested in, effectively moving them along their engagement journey.

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“If we are giving early access to our VIP customers, we're also taking a group of people that haven’t ‘earned’ that status already, but they're indicating that they probably will, and going ahead and giving it to them because we want to make sure that we're retaining them. It gives us a better chance to engage them and wrap our arms around them early and make sure that they fulfill their destiny as that high LTV, VIP customer that we think that they're going to be.” – Kristin Maa

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Episode Timestamps:

‍*(02:08) - Kristin’s background

*(04:23) - Industry trends in customer engagement in luxury retail

*(11:11) - How Saks is building personalized digital experiences

*(18:24) - How Kristin defines “good data”

*(22:10) - How Saks is using good data to build customer engagement

‍*(28:02) - An example of another company doing it right with customer engagement (hint: it’s Delta)

*(31:34) - Changes in customer engagement in the next 6 to 12 months

*(35:14) - Kristin’s recommendations for upleveling customer engagement

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Links:

Connect with Kristin on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Jim Jackson, Executive Vice President & Chief Marketing Officer for Hewlett Packard Enterprise. He oversees all aspects of marketing for HPE with an emphasis on accelerating the digital transformation of the company to be the Edge-to-Cloud Platform-as-a-Service company. Jim has more than 25 years of IT industry experience and is passionate about the use of technology to inform a customer-centric, data-driven, and digital-first marketing approach across all areas of the business.

In this episode, Kailey sits down with Jim (who subsequently announced his intention to retire from HPE at the end of October 2024) to discuss the importance of a customer-first approach, principles for responsible AI adoption, and implementing the right infrastructure for a seamless customer experience.

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Key Takeaways:

• Improving productivity and enhancing customer interactions requires extensive customer data and AI to create predictive models for targeted marketing.
• HPE follows core principles for ethical AI, focusing on privacy, human rights, inclusivity, responsibility, and robustness to guide their AI initiatives.
• Marketers can enhance customer experience through personalized, seamless interactions and leveraging real-time data for efficient communication across all touchpoints.

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“It's like going to the doctor's office and you fill out the forms and it's like, ‘Come on. It's a digital world, I should be able to give you all of this one time.’ At the end of the day, our enterprise customers want a lot of the consumer experience that they get in their daily lives. They want it more automated. They don't want to have to integrate multiple different ecosystem partners. They expect that the experience from HP will be as simple as their everyday lives.” – Jim Jackson

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Episode Timestamps:

‍*(02:40) - Jim’s career journey

*(05:49) - Trends impacting customer experience

*(09:12) - HPE’s AI principles

*(24:17) - Challenges on the customer engagement journey

*(34:41) - Who Jim thinks is doing it right in terms of customer engagement

‍*(39:25) - Jim’s recommendations for upleveling customer experience strategies

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Links:

Connect with Jim on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Rahul Kak, Vice President of Customer Health and Experience at Aetna, a CVS Health Company. Rahul has dedicated his career to being a data-driven and compassionate marketer, guiding patients to healthier outcomes through individualized nudges.

In this episode, Kailey and Rahul dive into privacy versus personalization, how to measure patient outcomes, and how AI models can predict customer behavior.

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Key Takeaways:

• With the rise of Medicare Advantage, Medicaid, and individual exchange, healthcare is becoming increasingly consumerized. It’s transitioning from B2B into B2C and, with the help of marketers, puts the consumer’s voice front and center. 
• Healthcare marketers would be wise to invest in technologies that incorporate all patient communications into a single tech stack. Creating better, more integrated experiences along the patient journey with fewer handoffs.  
• Due to COVID, patients have gotten more comfortable using telehealth services, especially for behavioral health issues. While this experience is relatively new, communicating with your patients in this way benefits the overall customer experience.

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“What we are all trying to do is create a better, more integrated experience in the patient journey. You're going to see that play out with more investment in technologies that weave our customer communication platforms onto a single tech stack. CDPs that are bringing all that data together and allowing more coordinated, smart orchestration across all of our communications.” – Rahul Kak

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Episode Timestamps:

‍*(02:06) - Rahul’s background and role at Aetna 

‍*(06:27) - Trends in marketing and customer engagement in healthcare

*(15:58) - The importance of privacy in healthcare data

*(19:38) - What good data looks like at Aetna

*(23:02) - How Aetna is measuring patient outcomes

‍*(28:47) - An example of another company doing it right with customer engagement (hint: it’s Spotify)

*(33:13) - Changes in customer data and experience in 6-12 months

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Links:

Connect with Rahul on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with David Marine, Chief Marketing Officer at Coldwell Banker. David has been with the company for over 20 years in the marketing group. He created the first PowerPoint listing presentation in brand history, led the company’s exploration into virtual worlds, and helmed the successful real estate rebrand.

In this episode, Kailey sits down with David to discuss digitizing the real estate experience, tools for sellers, and ensuring tactics are adaptable across local markets.

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Key Takeaways:

• Automating your tactics is important for marketers to reach their audiences and save time and resources. Automation will help decide which strategies are most effective and easily adaptable for different segments.
• Data is everywhere, but it’s important to figure out if and how it is actionable so you can build off of it. Actionable data also ensures your teams are unified around growing the customer experience.
• When building out your team, focus on finding people who have similar goals in mind. It’s critical that you’re all on the same path, but also having differing opinions allows you to see all sides of the customer journey.

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“We're knee-deep in data but the key is, is it going to be actionable or not? I can have all this stuff, but if I'm not willing to do something from it, then it's completely worthless. So that's really the key. And that's also a mentality shift of how your organization is set up and how your teams are built around to get people focused on, ‘We need to use this to activate growth.’” – David Marine

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Episode Timestamps:

‍*(01:59) - David’s career journey

*(06:59) - Industry trends in customer engagement in real estate

*(13:08): David explains Coldwell Banker’s Move Meter Tool

*(15:56) - Challenges in the customer engagement journey

*(25:02): How Coldwell Banker is using good data to build customer engagement

*(31:45) - How David defines “good data”

‍*(35:02) - An example of another company doing it right with customer engagement (hint: it’s DoorDash)

*(36:38): David’s favorite data-based marketing campaign

*(40:09) - Changes in the next 6-12 months in marketing

*(42:45) - David’s recommendations for upleveling customer engagement

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Links:

Connect with David on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Keri Taub, Vice President of Strategy at Bloomingdale’s, one of the most well-known and established houses of brands in the fashion world. Keri is an accomplished business executive with extensive experience and knowledge of consumer insights.

Can a brand act like a best friend? The team at Bloomingdale’s says yes, and they know how to do it. In this episode, Keri shares her insights on how Bloomingdale’s is approaching data-driven marketing in a changing retail world, how to leverage good data for memorable personalization, and when to go an extra step further with the highest-stakes clients.

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Key Takeaways:

• In the retail world, brick and mortar stores are still vital, but they need to be very purposeful, and data can drive strategy for physical locations
• Marketing includes the whole customer journey, from upper funnel down to the unboxing and in-store experience
• Unique data and personal touches can go a long way in maintaining customer advocates
• Automated data can be incredibly powerful in creating personalized, memorable experiences, but with the highest-loyalty customers, it’s often necessary to go above and beyond

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“If you’re working from home, you’re at the office, if you commute, you don’t commute, if we catch you at that second, it really makes it so much more effective. And that’s a perfect example of leveraging data very reliably. Because you can’t fool us, right? We know the time you open the email, and so that one feels like a win-win. It’s not invasive information we’re collecting about you, and we’re just sending you something at the time that is most convenient for you.” - Keri Taub

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Episode Timestamps:

‍*(01:49) - Keri’s role at Bloomingdale’s and her background

*(05:28) - Personalizing the shopping and unboxing experience with data

*(08:41) - How data influences Bloomingdale’s physical store strategy

*(12:09) - Having fluid internal communication and collaboration across teams

*(16:24) - The group of customers where automated data sometimes needs to be scrutinized

*(22:33) - Ideas about the future of retail marketing

*(27:56) - An example of another company doing it right with the customer journey (hint: it’s Disney)

*(30:01) - Ending advice: how to hit the right mix of personal touch and quantitative insights

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Links:

Connect with Keri on LinkedIn

Connect with Kailey on LinkedIn

Visit Bloomingdale’s website

Learn more about Caspian Studios

This episode features an interview with Dan Levi, Executive Vice President and Chief Marketing Officer of Clear Channel Outdoor. He leads the organization’s marketing strategy and connects brands and consumers through innovative advertising insights and solutions. Prior to joining Clear Channel Outdoor, Dan held positions at Captivate, Zoom Media, Monster Worldwide, and MTV. He has a proven track record of driving significant revenue growth, developing brands, and creating opportunities for B2B and B2C organizations.

In this episode, Kailey and Dan discuss understanding consumer journeys, the role of out-of-home advertising in driving conversions, and the need for adaptability to optimize brand performance.

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Key Takeaways:

• Balancing technological advancements like AI with the inherently human aspect of marketing, ensures that relationships and trust with customers remain central to marketing strategies.
• With consumers now relying on digital tools for navigability, advertisers should consider journeys and audience behaviors rather than just proximity to locations. 
• When out-of-home advertising is combined with other channels, marketers are able to drive performance, brand awareness, and direct conversions.

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“Advertising, especially one that is such a local business, people, relationships, they're really important. I think there is a very big risk in trying to move too fast to embrace automation in a way that undermines the strength that we have. Which is we have people on the ground, in our local markets, working with our customers.” – Dan Levi

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Episode Timetamps:

‍*(02:49) - Dan’s career journey

*(05:38) - Trends impacting customer experience

*(21:05) - The role of AI in Clear Channel’s strategy 

*(30:21) - Challenges on the customer engagement journey

*(35:33) - How Dan defines “good data”

‍*(42:14) - Dan’s recommendations for upleveling customer experience strategies

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Links:

Connect with Dan on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Erin Pryor, Executive Vice President, Chief Marketing Officer and Client Experience at First Horizon Bank. Erin has 20 years of experience under her belt in the finance, banking, and media industries. Her specialties include brand marketing, digital marketing and innovation, and social media marketing.

In this episode, Erin shares how building connected experiences for customers through data is critical to the banking ecosystem. She also dives into client onboarding and the generation that, surprisingly, wants to visit their local bank branch.

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Key Takeaways:

• It’s critical that marketing teams are aligned with business and sales team to create a connected customer experience
• There is always an opportunity to learn from your customer based on behaviors and demographics to segment the customer journey.
• Pay attention to the qualitative data, it might producing surprising insights

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“With banking, you’ve got so much data. We have more data on our customers and clients than any other industry because we have the behavioral data from how you spend your money, how you’re saving your money, where are you buying your homes, those types of things. And being able to rely stitch together a profile to know the client better and to be able to better serve them is going to be critical. So, the CDP with bringing together the zero, first, second, third party data and creating those profiles to then feed through into your CRM systems and into the marketing engine, really, I think puts you ahead of the game. Data is what everybody wants and really what makes the world go round today, especially from a marketer’s standpoint. If you use the data right, you’re really looking at how do you help the customer move forward and what are their life goals and how do you better lead them or encourage them to what’s next." - Erin Pryor

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Episode Timestamps:

*(02:44) - Erin’s role at First Horizon Bank and her background

*(06:04) - Comparisons between Erin’s journalism and banking experiences

*(08:37) - Top trends Erin is seeing in banking today 

*(12:24) - How data is impacting the customer journey experience at First Horizon

*(18:06) - How Erin defines marketing vs. customer experience

*(24:45) - How segmentation impacts the client journey 

*(30:22) - An example of another company doing it right with the customer journey (hint: it’s Away)

*(33:21) - Ending advice: surround yourself with a smart team of people

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Links:

Connect with Erin on LinkedIn

Connect with Kailey on LinkedIn

Visit First Horizon’s website

Learn more about Caspian Studios

This episode features an interview with Ali Miller,Vice President of Product Management, Ads at Instacart. Since joining the company in 2021, she enables brands to connect with consumers to discover and purchase products they will love. Previously, Ali served as the Director of Product Management at YouTube and spent 11 years at Google as a Product Specialist and Product Manager. She also tested her skills on Jeopardy!, America’s longest-running quiz game show, in early 2023.

In this episode, Kailey sits down with Ali to discuss the power of human interaction, winning the digital shelf, and creating a recipe for trust.  

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Key Takeaways:

• Mastering the digital shelf is crucial right now. Because it’s not finite, there’s endless opportunity to level the playing field for emerging brands while also showing consumers personalized and dynamic products that will resonate with them.
•  Generative AI can unlock powerful consumer insights that were once unknown. AI has the ability to identify concepts and products that the consumer finds personal and inspirational.
• Creating trust as a CPG is a balancing act between building connections and driving results. Fostering relationships with the folks who control the budget allows you to have transparent conversations and drive efficient outcomes.

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“Digital shelf space is not finite, you can find the right thing that's going to resonate with the consumer at the right time. And so, emerging brands have a chance to play on a level playing field, and we can provide a little bit more diversity in what consumers are able to find and discover. I love that the digital shelf can be so much more responsive. And that's an amazing ads opportunity as well as a great opportunity for consumers to discover something new.” – Ali Miller

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Episode Timestamps:

‍*(02:13) - Ali’s career journey

*(10:17) - How Instacart helps promote diverse businesses

*(11:51) - Industry trends in customer engagement in CPG

*(19:15) - Challenges in the customer engagement journey

*(28:50) - How Ali defines “good data”

‍*(37:21) - An example of another company doing it right with customer engagement (hint: it’s Magic Spoon)

*(40:55) - Changes in customer engagement in the next 6-12 months

*(43:52) - Ali’s recommendations for upleveling customer engagement

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Links:

Connect with Ali on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Tom Studdert, Senior Vice President of Customer Experience at Payscale. Tom has extensive experience in customer experience, education, and leadership development. Prior to Payscale, he held leadership roles at ZoomInfo and DiscoverOrg, overseeing customer onboarding, education, support, and employee training. Tom also worked in higher education at Texas Christian University and University of Southern California, focusing on student development and orientation programs.

In this episode, Kailey and Tom discuss parallels between education and customer experience, mapping the customer journey and maturity curve, and strategies for measuring adoption.

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Key Takeaways:

• Mapping the customer journey can reveal gaps and opportunities for enhancing the customer experience, leading to better retention and satisfaction.
• AI and other technologies can provide tailored experiences and support, thereby meeting customers' demands for immediate and personalized help.
• Making informed decisions requires various data sets to drive customer experience strategies and effective outcomes for customers.

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“That individual experience of that customer are how I think we're going to meet the needs of each customer. As opposed to just saying, ‘We offer a best-in-class customer experience.’ We do, but we offer a best-in-class customer experience for this customer, which is different from this customer, which is different from this customer.” – Tom Studdert

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Episode Timestamps:

‍*(02:18) - Tom’s career journey

*(04:21) - Trends impacting customer experience

*(13:29) - Mapping the customer journey and maturity curve

*(19:59) - How Tom defines “good data”

*(27:00) -  Strategies for measuring adoption

‍*(39:50) - Tom’s recommendations for upleveling customer experience strategies

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Links:

Connect with Tom on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Antonia Wade, Global CMO of PwC, where she leads brand strategy for one of the world’s most trusted companies, creating flagship campaigns, and running the marketing technology stack. Previously, she was the CMO at Capita and has spearheaded global marketing teams at Thomson Reuters and Accenture. Antonia serves on the boards for ITSMA and Propolis, is a mentor for the Marketing Academy scholarship program, and has been ranked a Top 100 Marketer by Marketing Week.

In this episode, Kailey and Antonia discuss how today’s marketer should adapt in the world of AI when it comes to defining their buyer journey. From spotting the disconnects in customer journey mapping to strategizing on how to efficiently move your prospects from awareness to decision, get one (or several) steps closer to understanding your buyers better.

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Key Takeaways:

• How AI and other trends are impacting the modern buyer today
• Exploring strategies that PwC and its customers use to future-proof their marketing against the digital noise of generative content
• Suggestions to drive client loyalty and create a buyer journey fit for the modern buyer

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“Allow yourself some time and space to go on a transformation journey. As I say in the book, probably a large percentage of your budget is being spent for you. So, how much of the work is actually in service of the buyer and have you really critically thought about versus you do it because you've always done it. So, trying to figure out what is the buyer trying to do? What does your business actually need to spend marketing dollars on? Be prepared to have no sacred cows in that.” – Antonia Wade

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Episode Timestamps:

‍*(03:01) - Antonia’s career journey

*(07:43) - Trends impacting marketing and customer engagement 

*(15:43) - Antonia’s take on the B2B funnel

*(22:28) - How AI can be inserted into the B2B journey 

*(29:16) - How Antonia defines “good data”

*(38:59) - Antonia’s recommendations for upleveling customer engagement strategies

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Links:

Connect with Antonia on LinkedIn

Read Antonia’s book

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dr. Tiffany Perkins-Munn, Head of Marketing Data & Analytics at J.P. Morgan Chase. Tiffany has a Ph.D. in Social-Personality Psychology with an interdisciplinary focus on Advanced Quantitative Methods. Her work is the subject of various lectures on psychology, statistics, and their real-world applications. Tiffany coordinates strategies to identify objectives, expose patterns, and implement game-changing solutions.

In this episode, Kailey sits down with Tiffany to discuss opportunities in AI, the power of self-service tools, and improving customer experience through social media.

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Key Takeaways:

• Social media is a powerful mechanism for communication and community for customers. These channels allow marketers to address customer concerns, resolve their issues, and build lasting relationships.
• In 2024, expect to see companies leveraging digital transformation, self-service tools, and omnichannel customer service to create an excellent customer experience.
• AI sparked fear that it would take away jobs from humans. However, AI is proving to actually create jobs with new roles like prompt engineer.

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“There are lots of businesses that are using social media, not only for marketing, but also for customer service. Actively engaging with customers on the platform, addressing their concerns, building relationships. This, to me, is a real opportunity for digital transformation and AI to maximize the work that's happening.” – Tiffany Perkins-Munn

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Episode Timestamps:

‍*(02:59) - Tiffany’s career journey

*(06:16) - Trends in the customer experience journey  

*(15:19) - AI trends and use cases in 2024 

*(27:36) - How Tiffany defines “good data”

‍*(33:25) - An example of another company doing it right with customer engagement (hint: it’s Zappos, Ritz Carlton, and local businesses)

*(36:46) - Tiffany’s recommendations for upleveling customer experience strategies

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Links:

Connect with Tiffany on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Andrew Covato, Founder and Managing Director of Growth by Science. Andrew has over fifteen years of Ad and MarTech experience at eBay, Google, Meta, Netflix, and Snap. He has worked in product, strategy, growth, and go-to-market across several verticals and has advised companies of all sizes since 2012.

In this episode, Kailey and Andrew discuss the resurgence of media mix modeling, AI-driven advertising platforms, and the importance of scientific analysis in marketing strategies.

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Key Takeaways:

• How to effectively implement AI with the right data and humans
• Applying incrementality to drive successful marketing efforts
• The advantage of building scientifically-backed measurement strategies

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“If you're doing the right type of experimentation that is specifically design experiment, test and control, and you're understanding the incremental impact on high LTV user acquisition, then you can find and seek out those kind of users, just doing it in a different way. A better way, in my opinion, and certainly a more scientifically sound way.” – Andrew Covato

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Episode Timestamps:

‍*(02:50) - Andrew’s career journey

*(04:27) - Trends impacting AdTech and measurement

*(08:26) - Andrew’s advice for companies as they move away from third party cookies

*(19:33) - The intersection of politics and AI

*(29:14) - How Andrew defines “good data”

*(38:02) - Andrew’s recommendations for upleveling measurement strategies

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Links:

Connect with Andrew on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Grammarly’s Chief Marketing Officer, Lena Waters, and Eric Weber, Head of Data. Lena leads marketing strategy, focusing on delivering the brand promise to customers, driving demand for products, and growing revenue to scale the company.  Eric leads teams of data scientists and software engineers who are responsible for improving how to measure and iterate on the product to create the best communication assistant. 

In this episode, Kailey, Lena, and Eric discuss their collaborative approach to aligning business and customer priorities, the implications of a cookieless world on marketing attribution, and the balance of data insights and human judgment to drive meaningful customer experiences.

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Key Takeaways:

• Leaders should have a clear understanding and conviction about their business goals and use data to test and refine their hypotheses, instead of relying solely on data to dictate actions.
• The key to navigating a cookieless world is to focus on fundamental marketing principles and broader customer understanding, rather than obsessing over the loss of precise individual data.
• Creating a culture where leaders and team members feel empowered to make informed decisions ensures that teams leverage data effectively to drive meaningful business outcomes.

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“I think as leaders, we have to think about that decision-making environment that we're creating for our teams so that they do have the right resources, but we're not overloading them with false expectations of we have to try everything. We would drown. We're looking for, I think, clarity. We're not necessarily looking for everything.” – Lena Waters

“You're going to have to have conviction and a hypothesis and a belief about what is true, and you should still use data to try to refute that or gather evidence against it. But, you're going to have many fewer situations where the data's going to be like, ‘Here's the path forward.’ Guess what? That's not going to happen. I think the more that we embrace that, we're going to be more successful in one or two years when a lot of this visibility is actually gone.” – Eric Weber

-------------------

Episode Timestamps:

‍*(03:14) - How data and marketing work together at Grammarly

*(05:30) - Trends impacting customer experience

*(22:45) - How Grammarly is measuring effectiveness in a cookieless world

*(29:13) - How marketers can address the overreliance on data and dashboards

*(36:34) - How Grammarly is using AI

*(43:32) - Lena and Eric’s advice for upleveling marketing and data strategies

-------------------

Links:

Connect with Lena on LinkedIn

Connect with Eric on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Laura Trotter, Chief Marketing Officer USIS at Equifax. She is a senior marketing professional with over 20 years of experience in high-tech, big data, analytics, and life sciences industries. Prior to joining Equifax, Laura led marketing efforts for Accurate Background, Jama Software, and WebMD Health Services.

In this episode, Kailey and Laura discuss the uncertainty of the macroeconomic environment, organizational alignment, and the dangers of attribution.

-------------------

Key Takeaways:

• It’s often assumed that there is a shared sense of understanding of the responsibilities and workflows in an organization. But when dealing with a broad set of products and solutions, that isn’t always the case. It’s critical to have alignment of priorities so customers and teams have enablement of the products and solutions.
• Relying on attribution software is important, but it’s missing the human element of customer interaction that may not show up in a digital touchpoint. If you want a 360 view of your customer and their needs, you need to have conversations with them as well. 
• A key predictor of success in a marketing campaign is alignment. It’s important to have buy-in from your stakeholders and a feedback loop from your sales team to understand what customers are excited about.

------------------- 

“Many companies, Equifax included, have moved to a multi-touch attribution model, which of course is a smart thing to do. However, it would be a mistake to look at only the touches that are measured in a multi-touch attribution report and think that those are the things that matter the most. Because, you're missing all of that really top of funnel, earned media conversations with customers or prospects that don't show up in a digital touch. You need to remember that if it doesn't show up on a digital journey, it doesn't necessarily mean it's not important.” – Laura Trotter

-------------------

Episode Timestamps:

‍*(02:40) - Laura’s career journey

‍*(06:39) - Trends in the customer experience journey at Equifax

*(17:21) - Challenges in the customer engagement journey at Equifax

‍*(26:07) - The dangers of relying on attribution software 

*(36:00) - An example of another company doing it right with customer engagement (hint: it’s Delta and Starbucks)

‍*(37:43) - Changes in customer experience in the next 6-12 months 

‍-------------------

Links:

Connect with Laura on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

‍-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Des Cahill, Chief Marketing Officer at Tipalti. Des has served as CMO at multiple startups, such as Ensighten, Samepage and BridgeSpan, while also having successful experiences at companies like Apple and HP. Most recently, he drove global product marketing strategy for Oracle's Advertising & Customer Experience as Group Vice President.

In this episode, Kailey and Des discuss the importance of foundational experiences and adapting to different company environments, crafting a solid messaging framework, and the evolving role of content marketing in the age of generative AI.

-------------------

Key Takeaways:

• A well-defined messaging framework is foundational, informing content across various channels such as websites, marketing collateral, sales pitches, and internal communications. 
• Organizations can effectively tailor their communications and improve customer engagement through a phased approach to personalized marketing. Starting with a strong foundational messaging framework and then expanding it to specific personas and behaviors.
• Training AI tools like Grammarly to maintain brand tone and partnering with specialized AI vendors to leverage data in impactful ways can improve efficiency and ensure company communications remain aligned with brand messaging.

-------------------

“A lot of people think customer experience is about delighting the customer and I disagree. I think most of us, in our day-to-day lives, what we're trying to achieve is we're trying to get the information we want and we're trying to move on to the next thing. If you're marketing correctly, you've captured that signal, you've given them a message and you can always follow up with a nurture.” – Des Cahill

-------------------

Episode Timestamps:

‍*(02:35) - Des’s career journey

*(06:21) - Trends impacting customer experience

*(12:02) - Personalization strategies

*(22:24) - How Tipalti is building practical AI strategies

‍*(35:04) - Des’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Des on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Marbue Brown, Founder of The Customer Obsession Advantage, a consulting firm helping companies accomplish business results through customer obsession. Marbue is a leader in customer experience and has dedicated his career to companies like JP Morgan Chase, Amazon, Microsoft, and Cisco Systems. He is also the author of Blueprint for Customer Obsession, which outlines the eight habits and practices that make customer-obsessed companies stand out from their counterparts.

In this episode, Kailey and Marbue discuss the difference between being customer-driven and customer-obsessed, how AI is affecting customer experience, and anticipating customer needs.

-------------------

Key Takeaways:

• Getting your customer experience right starts with getting your employee experience right. Employees are interacting with your customers daily, they can’t be bogged down with systems that are slow or difficult to navigate. If your employees can do their job seamlessly and happily, your customers will feel that in their experience.
• The hallmark of customer obsession is to engage personally and give customers what they want before they know they need it. By anticipating your customers’ needs, they know that you understand them and they will become rabid fans of your business.
• If you’re wanting to become customer-obsessed, start by looking at your policies. If you have policies that make you do a double take because they’re so customer-friendly, you’re headed in the right direction. On the flip side, if you have policies that are objectionable, figure out where you can adjust so your customers won’t find a better alternative.

-------------------

“Customer-obsessed companies, they take actions. They adopt policies and they make investments in the customer's favor, even when they cannot immediately connect the dots to their own financial benefit because they know that, in the end, it always pans out. Their customers are not casual consumers, they're rabid fans. If nothing else, recognize that when you invest in that, you can save some money on the other end because you're going to have people who are out there evangelizing your message for you.” – Marbue Brown

-------------------

Episode Timestamps:

‍*(02:50) - Marbue’s career journey

*(04:41) - Marbue digs into his book, Blueprint for Customer Obsession

*(08:44) - Industry trends in customer experience

*(15:21) - How AI will impact customer obsession

*(22:46) - How Marbue defines “good data”

*(25:58) - How data influences customer obsession

*(37:16) - Changes in the next 6-12 months in customer obsession

*(40:03) - Marbue’s recommendations for upleveling customer obsession

-------------------

Links:

Visit The Customer Obsession Advantage

Connect with Marbue on LinkedIn

Buy Marbue’s book Blueprint for Customer Obsession

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Pete Housley, Chief Marketing Officer at Unbounce, the leader in AI landing pages and conversion intelligence software for marketers. Pete is a senior executive with President, CEO, CMO, and CRO experience in retail, hospitality, digital pure play, and consumer goods industries. He is also the host of Unprompted, a podcast that explores the intersection of AI and marketing.

In this episode, Kailey sits down with Pete to discuss how marketers are using AI in their workflows today to increase efficiency and ROI. From improving campaign conversions and reducing time spent on execution to generating predictive audiences, get inspired to boost your AI adoption.

-------------------

Key Takeaways:

• Moving forward with AI adoption all starts with your data. You need to have a strong foundation with high quality data, otherwise you may not get the results you want.
• AI tools like ChatGPT have dramatically enabled content creation. Now, solopreneurs and founders can do everything a full service agency can do, even though they lack a marketing team. 
• Chatbots with AI functionality just might be the area where AI adoption is highest, especially in customer support. Those files can be loaded into AI chat tools and used in a self-serve environment for customers and is an efficient tool for call center agents.

-------------------

“If you're going to get on the AI trend, you need a solid data foundation. Structured data that is repeatable, that is a universal source of truth. My opinion is that companies and even well, well run enterprise-level companies often have a long way to go on their data maturity curves. The cost of business transformation, moving off of legacy systems and old databases can sometimes be overwhelming to companies and they get stuck.” – Pete Housley

-------------------

Episode Timestamps:

‍*(04:24) - Pete’s career journey

‍*(10:38) - Trends that are impacting marketing and customer engagement in tech 

‍*(18:30) - Where companies are in their AI adoption curve 

‍*(28:54) - How Pete defines “good data” 

‍*(36:20) - Pitfalls of AI that we should avoid 

‍*(43:28) - Changes on the horizon in AI and marketing

*(45:13) - Pete’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Pete on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Chris Madan, Vice President of Digital Sales and Service at Telus, a telecommunications company headquartered in Canada. Chris is an accomplished business and technology executive with expertise across marketing, e-commerce, data, and technology modernization. At Telus, he leads a team of digital practitioners to deliver outstanding digital customer experiences and drive business results.

In this episode, Kailey and Chris discuss humanizing digital experiences, listening to implied customer preferences, and leveraging the moments that matter.

-------------------

Key Takeaways:

• Creating an exceptional customer experience starts with showing up for customers in the moments that matter. For example, Chris and his team at Telus are able to predict travel frequency based on roaming data and provide the customer a pre-packaged offer before the customer even reaches out to change their plan. Predicting these moments shows the customer you care about their experience and want to make their life easier.
• The human condition craves interaction, whether that’s with another human being in a physical store or over the phone. Creating a connected omnichannel experience is critical to meeting customers’ needs and augmenting with digital means.
• When dealing with customer data, it’s important to know that just because you have access to certain information doesn’t mean you should be using it for targeting. You can still build relevant and personalized experiences using data in a smart, responsible, and ethical way.

-------------------

“For us, the moments that matter are the ones where we make your life easier. The whole point of humanized digital experiences and Telus’s tagline, is to make the future friendlier. How do we make sure that we are there in those times, we use the information we have, and we create those experiences for you at those moments.” – Chris Madan

-------------------

Episode Timestamps:

‍*(02:17) - Chris’s career journey

*(05:23) - Industry trends in customer experience in telecom

*(13:47) - Challenges in the customer engagement journey at Telus

*(19:31) - How Chris defines “good data”

‍*(24:31) - An example of another company doing it right with customer engagement (hint: it’s Spotify and Uber)

*(32:36) - Changes in customer engagement in the next 6-12 months

*(35:25) - Chris’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Chris on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Mark Boothe, Chief Marketing Officer at Domo. Previously, Mark spent more than a decade working in Customer Relations and Marketing at Adobe, and worked at Instructure as the Senior Director of Customer Marketing. At Domo, he is responsible for driving business growth through marketing initiatives.

In this episode, Kailey sits down with Mark to discuss how community can improve LTV and your bottom line, the role of AI in ensuring customer data security and privacy, and the importance of listening to customer feedback.

-------------------

Key Takeaways:

• Investing in customer-centric initiatives like community engagement and customer success programs is pivotal to reducing churn.
• AI can provide quick insights to business users without requiring deep technical expertise, but it’s important to use data responsibly and securely to drive business decisions.
• Building a strong community is a critical element of the customer experience strategy.

-------------------

“At the end of the day, it all comes back to are your customers successful and are they getting value out of your product? I think that too often, not only marketers, but companies in general can get shortsighted by the sale. You get them to a deal and then you're good. No, that's when the real work actually happens.” – Mark Boothe

-------------------

Episode Timestamps:

‍*(02:32) - Mark’s career journey

*(07:36) - The importance of community in customer retention

*(16:22) - Leveraging AI and data for business insights

*(21:24) - Challenges in creating great customer experiences

*(29:46) - How Mark defines “good data”

‍*(35:10) - Mark’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Mark on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Alex Levin, Co-founder and CEO of Regal.ai where he leads the go-to-market teams. Previously, Alex was a product manager at Personal and Thomson Reuters, and then joined Handy (acquired by ANGI in 2018) as an early employee where he led growth and marketing.

In this episode, Kailey sits down with Alex to discuss strategies for maximizing customer centricity, the balance between AI and human-driven customer experiences, and the importance of alignment between organizational values and company culture.

-------------------

Key Takeaways:

• While digital solutions and automation are crucial, personal touches, even in a digital-first world, enhance customer satisfaction and loyalty.
• Over the next decade, it's expected that up to 90% of contact center roles will be taken over by AI.
• By fostering cross-functional collaboration and ensuring all teams work toward common objectives, companies can better adapt to changing market demands and enhance their customer engagement efforts.

-------------------

“The goal is to treat each individual differently and think about how you're going to drive the best experience for them and the best outcome and the most customer lifetime value for you as a brand. That may not be treating everybody the same. It may be, actually, even when it's something very simple, giving them a high touch experience because you think the outcome is going to be better.” – Alex Levin

-------------------

Episode Timestamps:

‍*(02:37) - Alex’s career journey

*(13:35) - Trends impacting customer experience

*(21:51) - Navigating high touch experiences

*(29:38) - How AI will impact contact centers

*(39:23) - How Alex defines good data 

‍*(41:44) - Alex’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Alex on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Krish Sailam, Marketing Technology & Operations Lead at Nextdoor. After spending 20 years in the AdTech and MarTech space, he now helps brands craft their experiences from a customer-centric perspective. Prior to Nextdoor, Krish served IPG and Dentsu where he managed large programmatic accounts for Amazon, Cisco, Oracle, Slack, and Intel.

In this episode, Kailey and Krish discuss driving community engagement through localization at scale, creating customer-centric user journeys, and escaping the data cesspool. 

-------------------

Key Takeaways:

• Designing your user experience based on what the customer wants instead of what the latest innovative technology can do will help you drive retention of relationships and revenue. Customers are looking for experiences that feel natural and intuitive to them.
• As technology continues to revolutionize data, it’s important to shift the balance of the customer experience into the hands of AI to streamline that process. Ensure you have knowledgeable people in your organization and restructure your data systems so they are built for AI.
• Don’t be afraid to kill off your systems. With all of these new developments in AI and data, it pays to be adaptable. By practicing “data Pilates,” you’re creating systems that have a strong core, but are flexible and sustainable.

-------------------

“Don’t be afraid to kill off your systems, in the spirit of AI coming down the pipe and needing to rebuild these things. The way I see it is, you really need to practice this concept of data Pilates or data yoga. Come up with a really strong core, but make sure it's really flexible and it's able to do a lot of things.” – Krish Sailam

-------------------

Episode Timestamps:

‍*(02:20) - Krish’s career journey

*(07:16) - Krish explains Nextdoor

*(10:10) - Industry trends in customer engagement in tech

*(20:41) - Changes in customer behavior in tech

*(26:41) - Challenges in the customer engagement journey

*(29:24) - How Krish defines “good data”

*(39:04) - A time Krish was surprised by data

*(42:15) - Changes in customer engagement in the next 6-12 months

‍*(45:26) - An example of another company doing it right with customer engagement (hint: it’s Little Spoon and Spotify)

*(48:08) - Krish’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Krish on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting  Segment.com.

This episode features an interview with Kendell Timmers, Senior Vice President and Head of Data and Insights at The New York Times. She spearheaded the paper’s cross-functional advertising mission and built their industry-leading first party data program that powers their digital advertising business. Kendell is a data and analytics expert who has served companies like American Express, ZS Associates, and US Airways.

In this episode, Kailey and Kendell discuss NLP, personalizing paywalls, and creating a unified view of the customer in a privacy-forward way.

-------------------

Key Takeaways:

• The unsexy side of data, like definitions and processes, allow marketers to make campaign decisions and build audiences in a consistent manner.
• Personalizing paywalls is all about striking a balance between letting your consumer sample your product and understand it’s worth, and then making a conversion or sale.
• Marketers can lean on data to serve as the foundation for emotion. Pairing your product to an emotional ad builds a strong connection with your customer and drives higher conversions for your advertiser.

-------------------

“It's about keeping data from getting siloed into different domains where everybody's creating their own definition and having it all in one place where it's discoverable and usable. So that the dashboards that everybody needs to use to make decisions all reflect consistent definitions, for instance.” – Kendell Timmers

-------------------

Episode Timestamps:

‍*(02:04) - Kendell’s career journey

*(07:51) - Industry trends in customer experience

*(10:41) - Challenges in the customer engagement journey

*(13:47) - How Kendell defines “good data”

*(16:14) - How The New York Times is using good data

*(24:35) - Changes in the next 6-12 months in customer data

‍*(28:28) - An example of another company doing it right with customer experience (hint: it’s The Disney Bundle)

*(29:27) - Kendell’s recommendations for building your data foundation

-------------------

Links:

Connect with Kendell on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Waseem Kawaf, Global Vice President of Digital Experience at STANLEY Security, a company that provides security services to institutions all over the world, including schools, hospitals, governments, retailers, airports, and financial institutions. Waseem is an expert in digital strategy and customer experience, having recently shaped STANLEY Security’s digital presence and consulted with many top brands in the past.

In this episode, Waseem shares thoughts on how STANLEY Security approaches customer experience and automation, especially when insights from the data might be surprising. He provides advice on the importance of always keeping up with a changing market and prioritizing user-centered design.

-------------------

Key Takeaways:

• It’s important to continuously test aspects of the digital experience, because customer needs and wants are always evolving
• Having everyone trained in user-centered design can unite siloed teams and put the customer at the forefront of every initiative
• We’re at the nascency of the emerging field of customer experience, and successful marketers and CX professionals should look at the large tech giants to see what decisions they’re making

-------------------

“You always start manual. You always start manual, cause you gotta learn. I do think that’s where companies, and a lot of consulting companies, make errors. You can’t assume what a user’s gonna do. You see what they’re gonna do, and then build on it. You do market research – and so, I feel like we were in a period, for many years on the marketing side, where we were building for the board, we were building for our internal teams, we were building for our own user preferences. So it’s flipping the script there.” - Waseem Kawaf

-------------------

Episode Timestamps:

‍*(01:53) - Waseem’s role at STANLEY Security and his background

*(03:17) - STANLEY Security’s global footprint

*(04:15) - Continuous optimization and evolving with the customer

*(05:31) - The importance of governance

*(09:17) - Use case of automated chat leading to first natural language processing menu and reduced call times

*(12:56) - Why Waseem wants everyone trained in user-centered design

*(16:32) - Challenge in cultural transformation and stakeholder communication

*(19:24) - Looking toward the future: CX is in its nascency

*(23:27) - An example of another company doing it right with customer data (hint: it’s LinkedIn)

*(24:53) - Optimism for the future, even when optimism can feel rare

-------------------

Links:

Connect with Waseem on LinkedIn

Connect with Kailey on LinkedIn

Learn more about STANLEY Security

Learn more about Caspian Studios

This episode features an interview with Guneet Singh, Vice President of Customer Experience and Care at AppFolio. Prior to AppFolio, Guneet built customer experience, research operations, and business transformation functions to enable scale and meet the hyper-growth needs of companies like DocuSign, GE, and ADP. Today, he leads AppFolio’s CX strategy, building and driving sustainable experiences for consumers and businesses by accelerating value realization.

In this episode, Kailey and Guneet discuss the role of customer experience in an organization, implementing effective feedback loops, and balancing AI and human interaction.

-------------------

Key Takeaways:

• We can use AI to provide instant resolutions to customers. In turn, freeing up agents to have meaningful and empathetic interactions with customers.
• However, AI isn't a magic tool. You have to understand which tasks are low risk enough to automate and grow from there.
• AI also allows customers to get support through LLMs while your agents create emotional connections with customers.

-------------------

“Same agent who was going to provide that instant resolution to the customer now is free or is available to now drive more empathy on the high complex or high painful experience. There are tasks which are highly emotional because we don't give our agents enough time to show empathy or to engage in a very emotional way with the customer. You're creating the time for them.” – Guneet Singh

-------------------

Episode Timetamps:

‍*(02:51) - Guneet’s career journey

*(07:14) - Trends impacting customer experience

*(18:33) - The role of customer experience in an organization

*(24:12) - Balancing AI and human interaction

*(41:17) - How Guneet defines “good data”

‍*(46:24) - Guneet’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Guneet on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Matteo Pomoni, Global Head of Retail Daily Banking and Funds Entrusted at ING. Matteo joined ING in 2004 occupying various positions within the local Italian retail organization. Previously, he served global companies such as Campari Group and L’Oréal. In Matteo’s current role, he manages key retail business lines across 10 countries and leads global centers of expertise for sustainability and customer experience.

In this episode, Kailey and Matteo discuss do’s and don’ts of customer obsession, coping with channel competition, and key moments of truth in data.

-------------------

Key Takeaways:

• Sometimes, organizations think they know what’s important to customers, however data may be telling you a different story. If you identify key moments of truth when handling onboarding or customer complaints, you can create a seamless and consistent customer experience.
• Customer expectations are changing rapidly. To keep up with the customer’s change of pace, you need to offer them personalized and instant solutions. You have to show up for them when it matters most and meet them where they are.
• Customer complaints should not be limited to the front end office. Everyone in the organization should know and feel the pain points of customers. That way, everyone shares the same goal of providing a superior customer experience.

-------------------

“We ask the clients, ‘What really makes a difference?’ What are the moments of truth that make a client become an advocate of your organization or a detractor of your organization? We like to think that what we believe is important, is important for our client, but sometimes things are different. I would like to think that my onboarding process is a key moment of truth. But, sometimes you discover that when they file a complaint, that is much more a key moment of truth than when they onboard on your bank.” – Matteo Pomoni

-------------------

Episode Timestamps:

‍*(02:34) - Matteo’s career journey

*(06:28) - Challenges in the omnichannel customer experience at ING

*(16:47) - How Matteo identifies key moments of truth in customer data

*(21:54) - Do’s and don’ts of customer obsession

*(27:53) - An example of another company doing it right with customer engagement (hint: it’s Apple and Disney)

*(30:44) - Changes in the next 6-12 months in customer engagement

*(31:38) - Matteo’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Matteo on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Eric Mies, Director of Product, Video Experience, Ads and Ad Operations at Crunchyroll, a 360 anime brand. Eric has over a decade of experience specializing in product management and ad operations.

In this episode, Kailey and Eric discuss personalization in the age of GDPR, contextual targeting, and unifying data with the help of humans and machines.

-------------------

Key Takeaways:

• Unifying customer data is made a lot easier through the use of humans and machines. Machines can identify content classifications to target ads. While humans can make sure content is tagged correctly to get as many eyes on it as possible.
• With the rise of GDPR, advertisers have to respect the opt-in or opt-out choices made by consumers while still driving high conversions.
• Understanding the wants and needs of your customers and advertisers leads to impactful data insights.

-------------------

“It's three things - it's:

1. Understanding your users: what they like, who they are, what they're interested in [...]
2. Understanding your advertisers and their KPIs [...]
3. It's working internally - looking at the data, constantly responding, optimizing, and making sure you're having an impact.” – Eric Mies

-------------------

Episode Timestamps:

‍*(01:44) - Eric’s career journey

*(05:53) - Trends in customer experience in the anime streaming industry

*(11:31) - Challenges in the customer engagement journey

*(13:17) - How Crunchyroll is using humans and machines to build marketing tactics

*(19:41) - How Eric defines “good data”

‍*(24:02) - An example of another company doing it right with customer experience (hint: it’s YouTube)

*(32:10) - Eric’s recommendations for upleveling your customer engagement

-------------------

Links:

Connect with Eric on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features conversations from season 2 of Good Data, Better Marketing. In this episode, you’ll hear expert advice on AI adoption and ROI, the human side of marketing, and tips on achieving a seamless customer experience. We also have an exciting announcement from your host, Kailey Raymond!

-------------------

Episode Timestamps:

‍*(01:08) - Special announcement

‍*(01:52) - AI adoption and ROI with Morgan Norman, Ilan Frank, and Pete Housely

‍*(11:33) - The human side of marketing with Kristen Maa, Ali Miller, and Andrew Mok

‍*(19:28) - Building best-in-class customer experiences with Patricia Corsi, Jessica Jensen, and Tiffany Perkins-Munn

-------------------

“This next wave of AI is how do you get everyone to adopt it and start to tinker with it? It doesn't mean that it's going to work perfectly for them, but they're going to push the envelope of what it is, getting back to you of what those features might be or how it would work better for their workflow.” – Morgan Norman

“We're continuing to really leverage all of the signals and all that wonderful first party data, to drive better outcomes and more efficient outcomes for CPGs. Altogether, it feels like the recipe for trust is not just great products. It's also engaging in those transparent conversations and building those relationships with the people behind the budgets.That's also what I love about CPG.” – Ali Miller

“There are lots of businesses that are using social media, not only for marketing, but also for customer service. Actively engaging with customers on the platform, addressing their concerns, building relationships. This, to me, is a real opportunity for digital transformation and AI to maximize the work that's happening.” – Tiffany Perkins-Munn

Links:

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Chad Hacker, Vice President of Consumer and Digital Marketing - US Aesthetics at Allergan Aesthetics, an AbbVie Company. Chad has over a decade of experience in digital advertising, operations, and client management for both small and large companies. He has a proven track record of developing multi-channel audience acquisition, building brand awareness, and driving ROI for businesses.

In this episode, Kailey sits down with Chad to discuss the changing landscape of data privacy, AI targeting on digital platforms, and creating meaningful app experiences.

-------------------

Key Takeaways:

• As data privacy laws ramp up around the world, it’s critical to future proof your business. As data signals lessen, you should invest in first party data so you can continue to do effective marketing.
• Loyalty apps can offer much more than just points tracking. Allergan is making their app experience more meaningful by implementing educational and lifestyle content, as well as connecting it with healthcare providers.
• AI should be used to elevate your work and target your audience. Allergan is using AI to target on digital platforms, where they’ve seen a substantial improvement in performance. They’re also thinking about using AI to train healthcare professionals to deliver the best results.

-------------------

“A lot of the data signals that we traditionally would have relied on coming from the Googles or the Facebooks or the Instagrams of the world, are changing. We're starting to see fragmented privacy laws by state. There's a lot of ways that I'm thinking about future proofing the business. How do we make sure that we've got a plan so that as these data signals continue to lessen from these platforms, that we can still do effective marketing? Reaching the right people at the right time on the right platform.” – Chad Hacker

-------------------

Episode Timestamps:

‍*(02:54) - Chad’s career journey

*(07:33) - Chad explains Allergan’s portfolio of aesthetic brands

*(12:52) - Trends in consumer experience in aesthetics

*(18:45) - Challenges in the consumer experience journey at Allergan

*(34:00) - An example of another company doing it right with consumer engagement (hint: it’s Amazon and Netflix)

*(35:05) - Changes in the next 6-12 months in consumer engagement

*(37:59) - Chad’s recommendations for upleveling consumer experience strategies

-------------------

Links:

Connect with Chad on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Chris Koehler, Chief Marketing Officer at Box where he’s responsible for the global marketing strategy. Chris has over 20 years of experience leading product, sales, and marketing teams for companies like Adobe, E*TRADE, and SunTrust Bank. 

In this episode, Kailey and Chris discuss cost effective events, simplifying tools, and test and learn culture.

-------------------

Key Takeaways:

• With events starting to pick back up, it’s important to strike a balance between customers who may be experiencing digital fatigue and those not ready to attend in-person events. Marketers have to find ROI of these events quickly and engage with customers in cost effective ways.
• Tech layoffs are not slowing down, so leaders need to look at saving money and getting the most value out of their current investments. Marketers can look to product awareness and simplification of tools and processes to drive customer retention.
• Because of the economic upheaval we’re seeing, it’s important to implement a test and learn culture. Starting small to see what drives the highest impact for customers is effective in creating new strategies.

-------------------

“I think there's a massive opportunity, especially in an environment where it's going to be harder to get new customers, focus on existing customers and clearly understanding what are the specific actions, or products, or capabilities that they use that drive stickiness and retention. [...] We basically have programs across marketing, our CS, our sales organization, our product together to figure out how do we unify that.” – Chris Koehler

-------------------

Episode Timestamps:

‍*(02:41) - Chris’s career journey

*(10:02) - Industry trends in customer engagement in tech

*(17:48): How the current economic climate is changing Chris’s marketing tactics

*(22:17) - Challenges in the customer engagement journey

*(25:50) - How Chris defines “good data”

*(27:45) - How Box is using good data to build customer engagement

*(37:11): A time Chris was surprised by data

*(39:01) - Changes in the next 6-12 months in marketing

‍*(40:40) - An example of another company doing it right with customer engagement (hint: it’s Slack, Atlassian, Adobe)

*(41:38) - Chris’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Chris on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Sonia Oblitey, Senior Director of Global Marketing at OkCupid. Sonia is a passionate marketing leader with 20 years of experience launching and positioning brands in markets around the world. 

In this episode, Kailey sits down with Sonia to discuss personalization tactics of online dating, reaching people globally, and being an advocate-focused brand.

-------------------

Key Takeaways:

• Cultural relevance is critical when crafting marketing campaigns for online dating. Campaigns in Berlin may not exactly translate to folks in Turkey, for example. Marketers must do their research to find out what singles in different areas of the world are looking for and create campaigns around those values.
• One way to help users find a successful dating match is by continuously optimizing your algorithm and managing your data. This rigorous approach leads to more trust with customers and more impactful results.
• In online dating, it’s critical that people across the globe can understand and use your product. In-app questions need to be accurately translated and culturally relevant to ensure users get the most out of their experience.

-------------------

“We're constantly optimizing the algorithm and working on new ways to manage the data. So, it could be through CRM that you have a compatibility rate with someone who's at 95%. [...] And not only do you answer questions on OkCupid but you also get to weight your questions.” – Sonia Oblitey

-------------------

Episode Timestamps:

‍*(01:58) - Sonia’s career journey

*(06:31) - Industry trends in customer engagement in online dating

*(12:40) - Challenges in the customer engagement journey

*(16:29) - How Sonia defines “good data”

‍*(24:52) - An example of another company doing it right with customer engagement (hint: it’s Uber, DoorDash, Dove, Nike)

*(29:44) - Sonia’s favorite data-based marketing campaign

*(32:18) - Changes in the next 6-12 months in customer engagement

*(35:06) - Sonia’s recommendations for upleveling marketing strategies

-------------------

Links:

Connect with Sonia on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Pepe Valiente, Senior Management Consultant at IBM Garage. As a competitive dragon boat steerer, Pepe is used to interpreting data from the elements and his team to stay on course. He translates this skill into consulting strategies by breaking down data into valuable pieces. 

In this episode, Kailey and Pepe discuss why digital transformations fail, how our brains react to personalization, and why simplicity is key to customer experience. 

-------------------

Key Takeaways:

• Customers do not expect you to be perfect. So long as you’re improving your strategy day by day and daring to try new things, customers will judge your intention.
• Digital transformations are risky business, with about 70% of them failing. This happens because there isn’t a clear understanding of why a digital transformation is being implemented in the first place. To be successful, you have to agree on what technology to use, friction points you’re trying to eradicate, and what the customer wants.
• Personalization, simplicity, and privacy are key to creating a top-tier customer experience. Personalization creates a chemical reaction in the brain that translates to trust within a company. Simplicity helps customers understand that their needs are being met. And privacy compliance ensures that customers trust the brand and will continue doing business with them.

-------------------

“When we include the person's name in our communication, that creates chemical reactions in our brain that makes us feel good. That may create some excitement and unconscious signals that create empathy, trust. The importance of personalization translates into how much we care about our user.” – Pepe Valiente

-------------------

Episode Timestamps:

‍*(01:49) - Pepe’s career journey and dragon boat background

*(06:28) - Pepe’s role at IBM Garage

*(11:47) - Trends in customer experience from a consulting perspective

*(24:44) - Why 70% of digital transformations fail

*(26:19) - How Pepe defines “good data”

‍*(32:11) - An example of another company doing it right with customer experience (hint: it’s American Express)

*(37:45) - Pepe’s recommendations for upleveling your consulting strategy with data

-------------------

Links:

Connect with Pepe on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Disclaimer:

The views and opinions expressed are personal and do not represent IBM’s point of view.

This episode features an interview with Jessica Jensen, Chief Marketing Officer at Indeed. She is responsible for brand, communication, product, and acquisition marketing globally. Prior to Indeed, Jessica served as CMO at OpenTable and led B2B marketing for Facebook, Instagram, and Messenger. She also held leadership roles at Apple and Yahoo!

In this episode, Kailey sits down with Jessica to discuss the innovation of matching technology, pay transparency, and elevating employer and candidate experience strategies with AI.

-------------------

Key Takeaways:

• When trying to find the right candidates for the right jobs, matching technology is imperative. It is able to employ deep specificity and find job seekers with stand-out qualifications and certifications. This technology also improves close rates on the employer side and personalized experiences on the candidate side.
• Having data that is structured, accessible, governed, and used with human insight enables the right access for the right teams and that it’s used appropriately. You can avoid broken data pipelines and governance issues by being intentional about where the data lives and who has access to it.
• When implementing AI, it’s critical to have humans in the loop to snuff out biases. Relying solely on what AI produces can lead to imagery and descriptions that are not inclusive of humanity, and will further replicate problems in our society.

-------------------

“We have to be the ones who control the machines. Ensuring that we are creating the imagery and the descriptions that are inclusive of humanity and not just relying on what AI pulls and chews up and spits out, is something that we're really investing a lot of energy in. I really hope that companies are thinking very critically about that because if we let AI run rampant, it will reproduce the problems in society.” – Jessica Jensen

-------------------

Episode Timestamps:

‍*(03:11) - Jessica’s career journey

‍*(06:51) - Trends in the customer experience journey at Indeed

*(10:53) - How Indeed is using AI to elevate employer and candidate experience strategies

*(17:28) - How Indeed uses matching technology to find candidates for employers

*(27:44) - How Jessica defines “good data”

‍*(35:42) - An example of another company doing it right with customer engagement (hint: it’s TurboTax and Virgin America)

*(42:00) - Jessica’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Jessica on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Morgan Norman, Chief Marketing Officer at Dialpad. Previously, Morgan was a marketing executive at Copper, Zuora, NetSuite, and Microsoft. He has spent his career marketing for both startups to scale-ups and has helped companies grow to more than $1 billion in revenue.

In this episode, Kailey sits down with Morgan to discuss the importance of onboarding, product-led growth models, and marketing AI products in a saturated market.

-------------------

Key Takeaways:

• Getting users to adopt AI is all about presenting them with features that work best for them. Instead of throwing all of the features at them, educate them on a few options that are interesting to them and will help their business thrive.
• When a user is moving to a PLG model, it’s important to consider their cognitive load. In order to avoid overwhelming them, scale back the number of questions you’re asking them and the number of decisions you’re wanting them to make. Then, confirm with the user that they feel confident and successful in the choices they’ve made.
• When users are onboarding, you have to balance when to engage with them and when to let them learn the product on their own. Figure out what type of user they are, what segment, and what industry to decide which type of engagement will work best.

-------------------

“The way I really think about PLG, at the top level, is cognitive load. Are you overwhelming the user? How many decisions are you asking them to make? The first thing is to reduce the cognitive load as much as possible from a visual perspective and also a step perspective. The next piece on that is user confirmation. Confirming to the user that they've done the right thing and that they feel successful.” – Morgan Norman

-------------------

Episode Timestamps:

‍*(02:19) - Morgan’s career journey

*(08:41) - How Dialpad is implementing AI

*(19:25) - How PLG is being used to educate users and build marketing programs

*(23:26) - How Morgan defines “good data”

*(29:41) - How Dialpad is increasing conversion

*(34:36) - An example of another company doing it right with customer engagement (hint: it’s Airtable, monday, Asana)

*(41:13) - Morgan’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Morgan on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Ilan Frank, Vice President of Product at Airtable. Ilan has over 2 decades of experience in building productivity solutions around specific requirements within administration, security, compliance, and scale. Before joining Airtable, he was an early leader at Slack, where he helped the company scale to win the enterprise.

In this episode, Kailey sits down with Ilan to discuss the PLG gap, how Airtable is helping customers leverage AI, and driving alignment through culture and communication.

-------------------

Key Takeaways:

• The most successful companies these days are the ones that start with PLG. They are creating value and delight for their end users who then share those positive experiences with their colleagues.
• Using AI to create a great customer experience needs three things. The first is getting AI into the hands of app developers so they can deliver more functionality to end users. Second, use machine learning to make decisions and predict information in your app. And finally, use AI as an assistant to builders so they can build faster.
• When growing your enterprise software, relationship building is key. It’s important to connect product managers and engineers directly with customers to figure out which features they’re most excited to try. These relationships create champions for growth of your software.

-------------------

“The companies that are going to be successful now in this decade, are ones that start with PLG. They start with creating value for end users, and those end users are just delighted and can't wait to share it with their colleagues. It's going to be very difficult for a company to come in and just basically create a better ServiceNow, or a better Workday, or better Salesforce without that.” – Ilan Frank

-------------------

Episode Timestamps:

‍*(02:47) - Ilan’s career journey

*(07:50) - How AI relates to customer experience in enterprise technology

*(18:59) - Ilan explains the PLG gap

‍*(26:51) - How Ilan defines “good data” 

*(36:44) - An example of another company doing it right with customer engagement (hint: it’s Snyk and Figma)

‍*(39:45) - Changes in customer experience in the next 6-12 months

*(42:43) - Ilan’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Ilan on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Jacqueline Woods, CMO of Teradata and David Chan, Managing Director of Deloitte Digital. Jacqueline is an executive with 30 years of experience leading marketing efforts at Fortune 100 companies including IBM, GE, Oracle, and Verizon. David has spent his career partnering with clients to digitally transform their organizations by enabling key CX capabilities to creatively solve complex business problems.

In this episode, Kailey sits down with Jacqueline and David for a panel discussion on the top CX trends, AI predictions for the year ahead, and omni-channel, real-time personalization.

-------------------

Key Takeaways:

• According to Jacqueline, data is more like water than oil. In order for AI to have real impact, your data needs to be clean with a traceable lineage.
• While real-time personalization is important to customers, what matters most is the messages being delivered to them are contextually relevant to their experience.
• With the world going cookieless, you should measure how much your business relies on third party cookies and then figure out how much to invest in first party data services to support the gap.

-------------------

“I often talk about data – it's not like oil. To me, it's more like water. You have a lot of water that's not usable. You have a lot of things in data today that aren't usable. Now, in order for AI to be really impactful in your organization, it has to start with data. Do you have clean data? Is that data pristine? Do you know the lineage of the data? Because, AI is nothing if it doesn't have clean data to essentially build intelligence off of, particularly when you talk about generative AI.” – Jacqueline Woods

“Everyone wants real-time personalization. What that means is the data has to be real-time collected. Data has to be real-time processed. Data has to be real-time curated to be made of some sort of business sense to then activate on in real-time. To me, what matters more is less about whether it's real-time, because just faster is not always better. It's about how contextually relevant the message is being returned to the customer from the brand. That is more meaningful.” – David Chan

-------------------

Episode Timestamps:

‍*(03:44) - Jacqueline and David’s career journeys

*(07:27) - AI trends in 2024

*(26:43) - The need for omni-channel, real-time personalization

*(34:57) - Trust and privacy

‍*(44:05) -  2024 CX predictions

*(52:22) - Jacqueline and David’s recommendations for staying ahead of the CX curve

-------------------

Links:

Connect with Jacqueline on LinkedIn

Connect with David on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dr. Anastasia Kārkliņa Gabriel. Anastasia is a Senior Insights Lead at Reddit and the author of Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy. She earned her doctorate in cultural studies from Duke University and has consulted for the world's top brands, including Nike, Samsung, and Disney. Anastasia is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech. 

In this episode, Kailey sits down with Anastasia to discuss the nuances of inclusive marketing, the importance of cultural intelligence, and fostering trust through co-creation.

-------------------

Key Takeaways:

• Practicing cultural intelligence to influence society in a positive way and gain commercial advantage
• The importance of reciprocal relationships between brands and cultural communities
• Deconstructing the profit versus purpose method of marketing

-------------------

“I find that line in the sand to be quite ineffective and almost troubling at how easily we are ready to go back to the status quo, which is to make profits without consideration for ethics. Cultural intelligence really tries to bridge that gap or bridge that divide to say, ‘We can do culturally intelligent work that is driving commercial advantage and still be attentive to issues of inclusion, equity, and fostering belonging among our audiences.’” – Dr. Anastasia Kārkliņa Gabriel

-------------------

Episode Timestamps:

‍*(03:11) - Anastasia’s career journey

*(06:14) - Anastasia dives into her book

*(09:48) - The false binary of profit vs. purpose 

*(13:24) - How brands should think about inclusive marketing 

*(20:36) - The intelligent ways to use AI in marketing 

*(28:09) - How Anastasia defines “good data”

*(40:27) - Anastasia’s recommendations for upleveling inclusive marketing strategies

-------------------

Links:

Connect with Anastasia on LinkedIn

Read Cultural Intelligence for Marketers

Visit Anastasia’s website

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with John Sheldon, Chief Marketing Officer at SmileDirectClub. A self-proclaimed “truffle pig” of customer data, John has over 30 years of experience in digital marketing, brand value, and growth.

In this episode, Kailey sits down with John to discuss marketing differences pre and post iOS 14.5, insights you can gain from observing customers in stores, and the consumerization of healthcare.

-------------------

Key Takeaways:

• The CRM is the circulatory system of the marketing system. It’s a vital piece of the machine that helps customers not get lost in the cycle. It helps to remove barriers so customers feel confident and comfortable in their experience.
• In an industry like teeth straightening, it’s critical to understand what hurdles your customer has to overcome to use your product. You also have to help them envision what life will look like on the other side of those hurdles through marketing and communications.
• The consumerization of healthcare continues to grow, with more customers taking control by bringing conversations to their doctors. It’s important that marketers empower customers to control the process and get the results they want.

-------------------

“CRM is the circulatory system of our marketing system. You couldn't rip it out. It's so vital and critical because there are so many places for a customer to kind of get lost in the cycle.” – John Sheldon

-------------------

Episode Timestamps:

‍*(01:39) - John’s career journey

*(05:50) - Digital marketing differences pre and post iOS 14.5

*(08:12) - Trends in customer experience and behaviors in the teeth straightening industry

*(12:19) - Insights John’s gained from viewing customers shop in stores

*(14:19): Challenges in the customer engagement journey

*(17:36) - How data influences marketing at SmileDirectClub

*(18:53) - How John defines “good data”

‍*(24:21) - An example of another company doing it right with customer experience (hint: it’s Yeti)

*(31:05) - John’s recommendations for upleveling your customer engagement

-------------------

Links:

Connect with John on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Shannon Duffy, Chief Marketing Officer at Asana. Shannon leads global marketing efforts, including corporate, product, growth, revenue, and engagement. Prior to Asana, she held the role of Executive Vice President Cloud and Industry Marketing at Salesforce where she guided messaging, experiences, and go-to-market strategy for their flagship products. Shannon is a technology marketing veteran who has held leadership positions in the industry since 2003. 

In this episode, Kailey sits down with Shannon to discuss how Asana is building the future of work with AI workflows that complement a deeply human customer experience. From AI to human hand-offs to prescriptive use cases that delight customers, we discover how Asana has harnessed the power of good data to fuel it all.

-------------------

Key Takeaways:

• Making a B2B buying decision is complex. Having human and data touch points working together provides an excellent customer experience for B2B buyers.
• For companies like Asana, AI can identify a signal, create a workflow for the right salesperson, and start the customer interaction much faster. 
• Creating a culture of data within teams helps ensure marketing tactics are performing and resonating well with customers.

-------------------

“It's really important to me that my teams have a culture of data. How is that woven into the fabric of our marketing work? It's not just enough to do, you have to make sure it is performing and you have to make sure it is resonating with your customers. It's not just like, ‘Did this do well or did it not?’ If it's not doing well, it's not resonating with their customers.” – Shannon Duffy

-------------------

Episode Timestamps:

‍*(02:56) - Shannon’s career journey

*(05:36) - Trends impacting marketing and customer engagement

*(11:55) - How Asana is testing AI and the customer journey

*(17:01) - How Shannon defines “good data”

*(27:05) - Changes in customer engagement in the next 6 to 12 months

‍*(32:35) - Shannon’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Shannon on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Robert Gash, Chief Consumer Commerce Officer at Hearst. Robert is a software and product development executive with extensive experience leading software development, product strategy, research, and design. Prior to joining Hearst, he served as VP of Engineering at Nurx and Symphony Commerce, and as the VP of Operations Technology at Grove Collaborative. 

In this episode, Kailey and Robert discuss strategies for making purchasing decisions easier for consumers, reducing informational friction, and how AI is redefining consumer experiences.

-------------------

Key Takeaways:

• Incremental improvements with AI can help to provide context and personalized recommendations to consumers.
• Recording as much contextual data as possible enables deeper insights and helps create a flexible and adaptive data strategy that can respond to evolving consumer needs.
• Marketers have to earn and maintain consumer trust by offering valuable and reliable guidance through transparent practices.

-------------------

“Everybody knows in commerce, the easier it is to purchase something, the higher your conversion rates typically are. But, that works mid funnel too. Going from moment of inspiration into lower funnel research and doing that as seamlessly as possible with fewer open tabs and fewer searches, maybe in the middle, is a key way we can play a real role in making that journey easier and faster for folks.” – Robert Gash

-------------------

Episode Timestamps:

‍*(02:23) - Robert’s career journey

*(07:36) - Trends impacting consumer experience

*(13:37) - Hearst’s shoppable media model

*(22:04) - AI in commerce

*(32:16) - How Robert defines good data 

‍*(38:34) - Robert’s advice for his younger self

-------------------

Links:

Connect with Robert on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Kevin Niparko, Vice President of Product for Twilio Segment CDP. Kevin joined the team in 2015 to lead Growth & Analytics, before helping form Segment’s Product Management organization. He’s led a variety of Twilio Segment’s products over the years, from Connections, Cloud Sources and ETL, and Profiles.

In this episode, Kailey and Kevin discuss future proofing organizations to take advantage of AI breakthroughs, accelerating time to value, and solving problems through data strategy alignment.

-------------------

Key Takeaways:

• Keeping up with the evolving landscape of data management requires flexibility, extensibility, and interoperability built into your data architecture.
• How modern enterprises can quickly and continuously adapt to the proliferation of tools and technologies.
• The importance of creating a data strategy to evolve with the needs of your business and serve your cross-functional stakeholders.

-------------------

“The problems that we see our customers running into that really feel intractable are the ones more on the people and the process side of data. It's something that technology can help with. It's something that CDPs can play a role in. But, I think we're also realistic that no tech or software is going to be the silver bullet. It's about different parts of the organization coming together and aligning on an overall data strategy that everybody will abide by.” – Kevin Niparko

-------------------

Episode Timestamps:

‍*(02:59) - Kevin’s career journey

*(05:52) - Trends impacting technology and customer engagement

*(09:04) - Components of a flexible enterprise

*(16:55) - How AI intersects with data management

*(30:04) - How Kevin defines “good data”

*(36:50) - Kevin’s recommendations for upleveling inclusive marketing strategies

-------------------

Links:

Connect with Kevin on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Llibert Argerich, Chief Marketing Officer at Thumbtack where he leads the company’s marketing, brand, and communication teams. Llibert has nearly 20 years of experience at high-growth marketplace businesses, holding leadership roles at Udemy, eBay, and Expedia Group. 

In this episode, Kailey sits down with Llibert to discuss the challenges of building a frictionless customer journey, the need for human interventions in AI, and how cross-functional teams help drive the holistic customer experience.

-------------------

Key Takeaways:

• While AI can’t replace all interactions, it can improve efficiency and productivity by delegating tasks to conversational AI that can accelerate solutions to customer problems.
• Marketing cannot be separate from product experience and customer value. Enhanced product market fit goes hand-in-hand with higher return on investment 
• Chief Marketing Officers should also think of themselves as Chief Customer Officers. They are accountable for all marketing levers and demand that drives customer experience.

-------------------

“Thanks to the computational power, to AI, to the technology advancements, we can go down to one-on-one. Using everything we know about them, all the data they volunteer, all the data that we capture through their interactions with our products, and personalizing their experience for them to exactly what they need and where they are in their journey.” – Llibert Argerich

-------------------

Episode Timestamps:

‍*(02:19) - Llibert’s career journey

*(05:00) - Trends impacting customer experience

*(07:41) - How Thumbtack is leveraging AI

*(17:44) - The biggest challenge in building a frictionless customer experience

*(24:27) - How Llibert defines “good data”

*(38:53) - Who’s doing it right in terms of customer experience

‍*(44:20) - Llibert’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Llibert on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Andrew Mok, Chief Marketing Officer of Turo. Here, Andrew’s focus is on growing Turo’s community of hosts and guests and making Turo an iconic global brand. His previous roles include VP of Growth at DogVacay, Strategy Consultant at Bain & Company, and Front-End Developer for Life360.

In this episode, Kailey and Andrew discuss balancing data and human insights, stopping the scroll, and dogfooding your product.

-------------------

Key Takeaways:

• While AI can help us become more efficient, it can’t replace human connection, something that customers value. Intertwining AI and human insights can help your campaigns stand out from the crowd.
• It’s important to know when to balance data and when to use your intuition. Data can and should be used to structure an experiment, but intuition can lead to creating revolutionary products.
• Customers are getting savvy to generic value prop messaging. By making content that feels organic and authentic, you’re able to hold their attention much longer.

-------------------

“It's important to remember there's a balance between when to use data and when to use intuition. You should use data when it's available and when you can actually structure an experiment. You also shouldn't get paralyzed by data. You should know when to use your intuition. You don't create revolutionary products by optimizing your way there. It comes from somebody who has a vision or a team of people who have a vision and who execute it.” – Andrew Mok

-------------------

Episode Timestamps:

‍*(02:38) - Andrew’s career journey

*(07:17) - Trends in customer experience in car sharing

*(10:27) - How Turo is building AI and human insights into campaigns

*(15:48) - How personalization and data impact Turo’s strategies

*(22:53) - Changes in customer behavior at Turo

*(32:19) - How Turo is “stopping the scroll”

*(39:26) - An example of another company doing it right with customer engagement (hint: it’s Amazon and Masters Tournament)

*(44:48) - Andrew’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Andrew on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Umi Patel, Vice President of Consumer Insights and Analytics for North America PepsiCo Beverage Portfolio. Umi began her career as the Brand Manager for Labatt Brands, before joining PepsiCo in 2007. Here, she has held numerous positions including Customer Marketing Manager and Senior Director of Marketing. 

In this episode, Kailey sits down with Umi to discuss permissible enjoyment, macroeconomic trends, and storytelling through data.

-------------------

Key Takeaways:

• Pay attention to the macroeconomic conditions of the world and how they may impact your consumer. Some people may be rethinking their spending habits, so marketing to them in a way that offers them a solution during tough financial times is critical.
• When planning processes, it’s important to implement collaboration and debate among your partners in marketing, insights, and business stakeholders. This creates a collective ownership of the strategies that are then put into place to act on that data.
• Developing relationships with consumers hinges on simple storytelling. Gathering data, analyzing it, and then turning it into a conversation with your consumer is key.

-------------------

“The real definition of good data is really about making sure that we are simplifying it and being able to tell a simple story that people can act on. [...] We want to develop plans that are hinged in this data or this story that will help us have a conversation with consumers that will help us develop a relationship with consumers.” – Umi Patel

-------------------

Episode Timestamps:

‍*(01:49) - Umi’s career journey

*(05:22) - Industry trends in customer engagement in the beverage industry

*(11:09) - Challenges in the consumer engagement journey

*(13:14) - How Umi defines “good data”

*(20:21) - How PepsiCo is using good data to build consumer engagement

‍*(23:52) - An example of another company doing it right with consumer engagement (hint: it’s the entertainment industry)

*(30:43) - Umi’s favorite piece of data

*(33:12) - Changes in the next 6-12 months in marketing

*(34:54) - Umi’s recommendations for upleveling consumer engagement

-------------------

Links:

Connect with Umi on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Matt Smidebush, RVP of Global Customer Success Programs at Twilio Segment; and Seth Familian, Director of Global Advisory Services at Twilio Segment. Matt has served Twilio Segment for nearly five years, holding various positions in the Customer Success Program. He also specializes in Analytics, Scaled Programs, and Consumer Intent. After 10 years of running his own data strategy consultancy, Seth joined Twilio Segment as a Solutions Architect. He gravitated toward complex strategy-focused projects and founded the company’s Advisory Services practice in 2020.

In this episode, Kailey, Matt, and Seth discuss identity resolution, capturing consent, and the power of iteration.

-------------------

Key Takeaways:

• As privacy compliance becomes the new norm, capturing consent is top priority. Gaining a customer’s consent allows us to market and monetize our traffic in a law-abiding way.
• One of the key qualities of driving successful customer engagement is iteration. Understanding how data is useful and methodically improving profiles and driving advanced use cases allows for increased alignment on data sets.
• In order to build an omnichannel view of a customer, it’s important to match identifiers across touchpoints into one profile, while balancing the customer’s demand for privacy and personalization.

-------------------

“I feel like the two hardest things when it comes to customer engagement are one, being willing to pace yourself and be iterative instead of trying to boil the ocean. And two, having all the right people in the room at the start to align on what the minimum viable dataset looks like, so everyone can be satisfied. And then continue to align them as you move into more advanced use cases, more sophisticated profiles, et cetera.” – Seth Familian

-------------------

Episode Timestamps:

‍*(02:44) - Matt and Seth discuss their roles at Twilio Segment

*(08:45) - Industry trends in customer engagement in tech

*(18:10) - Challenges in the customer engagement journey

*(26:30): How Twilio Segment is using good data to build customer engagement

‍*(35:49) - An example of another company doing it right with customer engagement (hint: it’s bank and insurance call centers)

*(39:58) - Matt and Seth’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Matt on LinkedIn

Connect with Seth on LinkedIn

Read Seth’s book Customer Data Maturity

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Ted Chi, Senior Vice President of Digital Marketing & Media Strategy at NBCUniversal. Ted is a digital marketing leader with over 2 decades of experience at Fortune 500 companies and early-stage startups focusing on team leadership, brand management, and consumer insights.

In this episode, Ted discusses how data helps build relationships with consumers, why CDPs are essential, and the Holy Grail of data: personalization.

-------------------

Key Takeaways:

• Good data is anything that helps marketers build a relationship with the people they’re trying to reach. If you’re able to precisely target a customer through data, you’ll be able to drive conversions.
• When having a meeting with leaders in the boardroom, always have a seat for your customer. At the end of the day, your efforts need to resonate with them or none of the work matters.
• Because customers want more privacy and personalization, marketers will have to get creative in the ways they collect and use data. In order for customers to trust marketers, marketers need to provide value back to consumers.

-------------------

“I had a mentor share this with me early in my career and I've always taken it with me. And he said, picture a big board room and you have your CMO, your CEO, and your CFO, and your Ops person, and all these important people around the room. But there’s always got to be one empty seat every single meeting in the room. And that is the seat for the consumer. In fact, that seat should really be at the head of the table. It’s so easy to get got up into, ‘I gotta do this, this, and I have all these constituents,’ but it doesn't really matter at the end of the day if it doesn’t resonate with the consumer.” – Ted Chi, Digital Marketing Executive

-------------------

Episode Timestamps:

‍*(02:26) - Rapid fire questions with Ted

*(12:34) - Top trends that Ted is seeing in the industry

*(18:28) - Emerging customer behaviors

*(25:01) - How Ted defines good data

*(32:07) - Most important piece of data that drives customer engagement

*(35:19) - Ted’s favorite data-driven marketing campaign

*(36:33) - An example of another company doing it right with customer engagement (hint: it’s Amazon)

*(38:37): Ending advice: it’s all about the consumer

-------------------

Links:

Connect with Ted on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Gino Palozzi, Chief Marketing Officer at DailyPay. Gino is a B2B marketing executive with experience in developing go-to-market strategies and leading transformation across organizations – both large and small. Prior to DailyPay, he led marketing for software and services divisions at Dun & Bradstreet, g2o, Cisco, and IBM.

In this episode, Kailey sits down with Gino to discuss process over technology, who should be setting AI guidelines, and why B2B is becoming more like B2C.

-------------------

Key Takeaways:

• Effective marketing starts with detailed customer insights and a clear mapping of their decision-making processes.
• Successful data and tech implementation must be preceded by well-defined processes. Without the foundational process, technology alone cannot resolve data integrity issues.
• If you over-govern new technologies, you’re stifling innovation. Instead, gather insights from practical uses of data to understand customer needs and tailor services better.

-------------------

“Certain groups and people came in and said, ‘Oh yeah, all this [AI] is normal to me. This is how I grew up in front of a screen or with the internet.’ Why have folks that aren't as comfortable setting these governances in place that are going to restrict the possibilities? It's more of the governance and the processes of what to do and not to do.” – Gino Palozzi

-------------------

Episode Timestamps:

‍*(02:23) - Gino’s career journey

*(08:50) - Trends impacting customer experience

*(20:48) - How marketers can avoid overbuilding AI processes 

*(25:17) - How Gino defines “good data”

‍*(34:53) - Gino’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Gino on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Julie Roy, Senior Vice President and Chief Marketing Officer at DSW. Julie has devoted 15 years of her career at DSW in the customer analytics, CRM, and loyalty space. Now, she is responsible for leading the development, activation, and continued growth of DSW’s cross-channel campaigns.

In this episode, Kailey and Julie discuss the phy-gital customer experience, building loyalty through content and communities, and balancing brandformance.

-------------------

Key Takeaways:

• The best customer experience in retail revolves around convenience, relevance, and value. By bridging the digital and physical experience, customers can conveniently shop across channels. Relevance happens by positioning your brand to align with customer values and their personalization needs. And finally, value is created through content and communities that connect customers.
• In this current economic climate, CMOs are tasked with making every dollar work harder. This requires constant testing and optimization of tactics, channels, and content to better serve customers.
• Customer loyalty should be thought of as a business strategy, not a marketing program. Everyone across the organization is responsible for creating brand stickiness and customer retention.

-------------------

“The focus now will be on bridging and integrating the digital and physical retail experience for consumers. I like to call that the ‘phy-gital’ experience. [...] You get the full sensory experience of a brand and the physical experience. [...] Then you couple that with the endless choices of a vast assortment, as well as the expanded content and rich information that you're able to provide with the digital experience.” – Julie Roy

-------------------

Episode Timestamps:

‍*(02:51) - Julie’s background

*(06:16) - Industry trends in customer engagement in retail

*(13:37) - Changes in consumer behavior in retail

*(17:04) - Challenges in the customer engagement journey

*(19:13) - How Julie defines “good data”

*(31:52) - Changes in customer engagement in the next 6-12 months

‍*(34:14) - An example of another company doing it right with customer engagement (hint: it’s beauty brands and Apple)

*(35:57) - Julie’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Julie on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Glenn Vanderlinden, Co-founder and Lead Solution Architect at Human37. Glenn has over a decade of analytics experience and has held various roles at Semetis including Executive Director of Technical Operations and Services, and worked as a Business Analyst at Deloitte. Today, Glenn helps organizations drive business results by leveraging customer data. 

In this episode, Kailey and Glenn discuss bridging departments to create a consistent customer experience, focusing on the boring parts of AI to drive results, and making the most of customer data with a flexible enterprise.

-------------------

Key Takeaways:

• Creating a consistent and coherent customer journey requires communication between departments and the bridging of tech stacks.
• Without a Chief Data Officer in place when implementing AI, garbage in, garbage outwill result at an unprecedented scale because everything is over automated.
• Ensuring you have the right structure and processes in place for AI may seem boring, but it’s essential if you want the tech to work for your business.

-------------------

“If you want to start with personalization, if you want to start with data or upgrade, whatever you have, start with use cases. Verify what you need in order to bring them to life. Be specific about the requirements. Take into account privacy, consent, data minimization. But, the user story is so important because otherwise you might end up with data that has no use case.” – Glenn Vanderlinden

-------------------

Episode Timestamps:

‍*(03:10) - Glenn’s career journey

*(06:06) - Trends impacting marketing and customer engagement

*(11:51) - Glenn’s take on flexible enterprises

*(18:47) -  AI use cases

*(25:58) - How Glenn defines “good data”

‍*(40:22) - Glenn’s recommendations for upleveling customer data strategies

-------------------

Links:

Connect with Glenn on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dana McGraw, Senior Vice President of Data and Measurement Science at Disney Advertising. Dana leads teams responsible for data science, analytics and audience modeling – in addition to attribution, advertiser performance and insights. She leads data science and advanced analytics for advertising sales, covering Disney’s portfolio of linear, streaming, digital, and social properties. Previously, Dana held several positions within Yahoo!’s Media Group, analytics roles at leading interactive agencies, and also coached women’s college basketball for seven years. 

In this episode, Kailey sits down with Dana to discuss how data collaboration is evolving, the importance of interoperability, and the ins and outs of Disney’s Audience Graph.

-------------------

Key Takeaways:

• Building relationships with consumers isn’t about collecting data just to collect it. You should collect data in a way that creates the best consumer experience and maintains a relationship of trust.
• It’s possible to create interoperability for measurement in ways that are compliant, respectful to the consumer, and achieve the goals you’ve set out to achieve.
• Data science is often thought of as math and engineering, but it’s more of a social science in that it reflects culture and society as a whole.

-------------------

“Don't just collect everything you can collect. It doesn't make any sense. Do what you need to do to make the consumer experience the best one possible and to maintain that relationship of trust. That's our guiding light, independent of everything else.” – Dana McGraw

-------------------

Episode Timestamps:

‍*(02:49) - Dana’s career journey

*(07:29) - Trends impacting adtech and consumer experience

*(11:05) - Disney’s data collaboration solutions

*(20:13) - How Disney incorporates modeling and machine learning into their solutions

*(29:04) - How Dana defines “good data”

*(40:31) - Dana’s recommendations for upleveling inclusive marketing strategies

-------------------

Links:

Connect with Dana on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Shay Howe, Chief Marketing Officer at ActiveCampaign, where he leads the marketing, customer activation, partnership, platform strategy, and Postmark teams. Previously, Shay has led product teams at Belly, Yello, and Groupon, and has also held in-residence roles as an advisor with Techstars and Lightbank VC.

In this episode, Kailey and Shay discuss PLG and SLG handoffs, customer activation teams, and the importance of owned channels.

-------------------

Key Takeaways:

• Owned channels like websites, email lists, and podcasts can often be overlooked in the customer experience journey. However, these channels are critical because they allow you to control your messaging, collect data without a third party, and nurture relationships with customers directly.
• If you want to improve your customer experience, get out of the building and talk with your customers. Figure out what part of the process they have enjoyed or where their pain points are, and then find ways to evolve that through AI or automation.
• Be careful not to over-automate parts of your business that make you unique. Learn where human touch is relevant so your customers can form a relationship with you, and only automate areas that can take mundane tasks off your plate.

-------------------

“We're doing a lot to help folks build relationships with their customers through those owned assets, put them in places where they can control more of that owned message, and then they can collect the data themselves, not rely on third parties to do that. You're also driving traffic back to your own owned assets. It becomes your own little flywheel, which is important.” – Shay Howe

-------------------

Episode Timestamps:

‍*(02:57) - Shay’s career journey

*(07:59) - How Shay is enabling his team to build personalized experiences

*(12:56) - How PLG and SLG can complement each other 

*(21:35) - How ActiveCampaign is using AI

*(29:36) - The pitfalls of automation

*(37:28) - How Shay defines “good data”

‍*(39:19) - An example of another company doing it right with customer engagement (hint: it’s Chewy and ChartMogul)

*(40:54) - Shay’s recommendations for upleveling customer experience strategies

-------------------

Links:

Connect with Shay on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Patricia Corsi, Chief Marketing and Information Officer at Bayer – Consumer Health. She has over 20 years of international brand-building and digital experience in the consumer goods industry. Previously, Patricia served as the CMO of Heineken Mexico and held leadership roles at Unilever, Kraft, Johnson & Johnson, and Sony Music. 

In this episode, Kailey and Patricia discuss creating a frictionless consumer journey, how AI can accelerate capabilities, and building trust with consumers.

-------------------

Key Takeaways:

• When facing noisy and complex times, it’s important to connect with consumers in a time and place when it’s needed. Whether that’s through apps or platforms, connectivity creates a frictionless consumer experience.
• Technology and data have helped us move away from a reactive state when it comes to healthcare. These tools help us have engaging conversations with consumers and create proactive health behaviors.
• Using data collected by AI, marketers can identify insights into how to best support consumers on their journey to better health.

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“We tend to be very reactive to our health, when we know we are getting older. This is the role that we need to play, especially now using data and technology. We can have a much more engaging conversation directly to the consumer and maybe, for the first time, change this behavior of people towards their health on being less reactive and a little bit more proactive.” – Patricia Corsi

-------------------

Episode Timestamps:

‍*(03:03) - Patricia’s career journey

‍*(08:46) - Trends in the consumer experience journey at Bayer – Consumer Health

‍*(17:26) - How Bayer – Consumer Health is implementing AI

‍*(28:14) - An example of another company doing it right with consumer engagement (hint: it’s Movember, Cadbury, and Spotify) 

‍*(30:55) - Changes in consumer experience in the next 6-12 months

*(32:41) - Patricia’s recommendations for upleveling consumer experience strategies

-------------------

Links:

Connect with Patricia on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Elizabeth Preis, Chief Marketing Officer at Anthropologie. As CMO, she leads the team that implements all brand marketing, customer insights and analytics, and editorial content across all social, digital, and print platforms, and online and in stores. Previously, Elizabeth spent a decade in the beauty industry leading strategy for integrated marketing at Estée Lauder and BH Cosmetics. 

In this episode, Kailey sits down with Elizabeth to discuss taking risks at the right time, designing impactful omnichannel experiences, and crafting concise stories through data.

-------------------

Key Takeaways:

• Taking risks is imperative to being successful, but you have to know when to take them. Trying a new promotion around major shopping events like Black Friday probably isn’t in your best interest. So, figure out a smart time to take a risk that will allow you to fail fast and cheap. It’s also important to be aligned internally so that all teams understand what the risk looks like.
• Online stores are nowhere near as sensorial as in-store physical experiences. However, that doesn’t make them any less impactful on the overall customer experience. Implementing things like ratings, reviews, and written marketing materials can round out the digital experience.
• Marketers are tasked with crafting stories, but don’t overwhelm your customers with words. Be concise and back your anecdotes up with data and you can deliver an impactful customer experience.

-------------------

“If we're in the job of actually crafting the story and writing the poetry, then it's more than just knowing the words and the letters and how to put together a sentence. It's also making sure that in a short number of words, we're making the biggest impact with the mounds and mounds of data sets that we have available. What are those key elements that we want to make sure that not just the marketing team is clear of, but actually the entire organization is clear of?” – Elizabeth Preis

-------------------

Episode Timestamps:

‍*(02:12) - Elizabeth’s career journey

*(04:13) - Industry trends in customer experience in retail

*(12:51) - Changes in customer behavior in retail

*(17:43) - Challenges in the customer engagement journey at Anthropologie

*(24:45) - How data influences marketing at Anthropologie

‍*(32:04) - An example of another company doing it right with customer engagement (hint: it’s Shopify, LVMH, Sephora)

*(36:21) - Elizabeth’s recommendations for upleveling customer engagement

-------------------

Links:

Connect with Elizabeth on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Adele Hedden, Head of Customer Experience at Faire. 

With nearly a decade of experience at publicly traded companies like Rent The Runway and Uber, Adele is focused on transforming customer journeys through brand loyalty and foundational metrics.

In this episode, Kailey and Adele discuss the service recovery paradox, upleveling your CX strategy, and how the employee and customer experience go hand-in-hand.

-------------------

Key Takeaways:

• The best customer experience is not having to contact customer support at all. Having robust data allows you to identify opportunities to provide proactive support to customers in need.
• The customer and employee journey go hand-in-hand. In order to deliver a frictionless customer experience, the same needs to be done for employees. Investing internally is also an investment in your customer experience.
• Brand loyalty hits an all-time high when a company recovers and corrects issues quickly. This is called the service recovery paradox. Customers feel more positive about a company after an issue is resolved than before there was an issue at all.

-------------------

“I think that the best customer experience when you're engaging with a brand is generally one that is as frictionless as possible. I really subscribe to this belief that the best customer support you could possibly get is not needing customer support at all.” – Adele Hedden

-------------------

Episode Timestamps:

‍*(02:10) - Adele’s customer journey background

*(06:04) - Adele’s role at Faire

*(07:11) - Trends in wholesale customer experience

*(13:57) - Foundational data points Faire is using to create customer profiles

*(18:06) - Biggest challenge in building customer experience journeys

‍*(22:49) - An example of another company doing it right with customer experience (hint: it’s Trader Joe’s, Netflix, and Delta)

*(32:42) - Adele’s recommendations for upleveling your customer strategy

-------------------

Links:

Connect with Adele on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

This episode features an interview with Gabrielle Boko, Chief Marketing Officer at NetApp. Gabrielle has over 22 years of experience in technology marketing, connecting customer success to innovative experiences in software applications and cloud services, digital strategy and marketing, customer storytelling and experience, AI and Big Data and funnel management. Prior to NetApp, she led organizational transformations and built high impact teams for companies like HPE, Sage, SAP and Cognos.

In this episode, Kailey and Gabrielle discuss AI as a competitive differentiator, NetApp’s brand refresh and the sustainability of AI.

-------------------

Key Takeaways:

• Championing data security and bias reduction in AI helps us be more responsible with tech and become better humans.
• When customers are at the center, we can advance things like sustainability and ethics without sacrificing other areas where we need to be successful.
• Customers don’t like brands to make quick assumptions about them. They want effortless interactions they can see value in.

-------------------

“Customers are looking for simplicity. They're looking for simplicity and engagement. I think digital has already elevated that. Adding AI on top of digital allows us to take simplicity to a new level. Which is reduction of costs or how to think about content in a really personal way.” – Gabrielle Boko

-------------------

Episode Timestamps:

‍*(02:38) - Gabrielle’s career journey

*(09:54) - AI’s impact on sustainability

*(16:15) - The biggest challenge of building a best in class customer experience

*(19:38) - How Gabrielle defines “good data”

*(22:02) - Gabrielle dives into NetApp’s rebrand

*(41:01) - Changes in customer engagement in the next 6 to 12 months

-------------------

Links:

Connect with Gabrielle on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Carolyn Pollock, Chief Marketing Officer of Tailored Brands, owner of companies like Men's Wearhouse and Jos. A. Bank. Carolyn has 20 years of marketing and management experience driving growth and building brands. Previously, she served as a marketing leader for eBay and Facebook. At Tailored Brands, Carolyn oversees all consumer marketing efforts and leads the team developing marketing strategies and programs.

In this episode, Kailey and Carolyn discuss the hybridization of retail, leveraging technology to gather data, and showing up for customers in the right channels.

-------------------

Key Takeaways:

• Crafting a well-rounded customer experience requires a hybridization of online and in-store knowledge. When customers are researching your products online, you can use that data to help outfit them in-store and provide them exactly what they need.
• From a customer service standpoint, retailers have an opportunity to go above and beyond in providing an experience. For instance, if a customer spills a drink on their shirt at a wedding, a Tailored Brands store manager will hand-deliver them a new shirt. Showing up for your customer goes beyond data, it means they can depend on you throughout the entire experience.
• When trying to uplevel your customer engagement, don’t boil the ocean. It’s critical to be realistic in your expectations and figure out what’s most important and foundational to your process right now, and then act on it.

-------------------

“No one walks into our store not knowing something about what we have to offer, [...] the integration of on and offline is a really big part of it. And making sure that you've got the tools and the understanding of where those handshakes of information transfer have to happen, is a really important way to respond to that.” – Carolyn Pollock

-------------------

Episode Timestamps:

‍*(01:46) - Carolyn’s career journey

*(04:33) - Industry trends in customer engagement in retail

*(12:16) - Challenges in the customer engagement journey

*(18:26) - How Tailored Brands is leveraging technology to build a sophisticated customer journey

‍*(22:27) - An example of another company doing it right with customer engagement (hint: it’s Sephora)

*(24:57) - Carolyn’s favorite piece of data

*(29:01) - Changes in the next 6-12 months in marketing and retail

*(31:01) - Carolyn’s recommendations for upleveling customer engagement

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Links:

Connect with Carolyn on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

Data…It's the foundation for modern enterprises to make decisions, move strategies forward, and build relationships with their customers.

And in a digital-first world, creating great customer experiences requires good data.

But what exactly is good data? How are the most successful companies in the world turning data into a competitive asset? And how are they creating digital-first customer experiences that stick? 

On this podcast, you’ll peer into the minds of influential marketers and digital innovators to learn the tricks of the trade. You’ll learn their strategies and tactics for getting good data and delivering better marketing.

Join us to get inspired about the future of your customer experiences on Good Data, Better Marketing.

Brought to you by Twilio Segment - powering world-class customer engagement.

This episode features an interview with Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY. Here, she drives their direct-to-consumer business growth and champions the fusion of technology and marketing for top-notch digital experiences. Jennifer is a passionate CPG expert with extensive experience spanning marketing, tech, and business development in eCommerce.

In this episode, Kailey and Jennifer discuss the challenges of integrating AI in regulated environments, the implications of new legislation on data privacy, and leveraging omnichannel strategies effectively.

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Key Takeaways:

• By understanding and mapping out journeys across various channels, brands can design better experiences that cater to consumers’ evolving preferences.
• AI tools are used strategically to optimize consumer interactions and predict behaviors, helping to improve engagement and retention without infringing on data privacy regulations.
• The integration of data from multiple channels remains a challenge, but it's crucial for creating seamless consumer experiences.

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“Anyone in retail and eCommerce right now feels that weight of we've got to get the customer to convert for the first time. We have to think about cost of acquisition. We have to think about it from an advertising perspective. We have to think about it from a discounting perspective and, ultimately, long-term, what is this customer going to be worth to us? What is this customer's LTV? Maybe guessing what that might be for two years. We were guessing before and now you don't have to guess.” – Jennifer Peters

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Episode Timestamps:

‍*(02:36) - Jennifer’s career journey

*(07:32) - Trends impacting consumer experience in DTC and eCommerce

*(12:59) - AI in regulated environments

*(19:11) - Omnichannel strategies and digital channels

*(30:57) - How Jennifer defines good data 

‍*(38:12) - Jennifer’s recommendations for upleveling consumer experience journeys

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Links:

Connect with Jennifer on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Erika Reed, Manager of Data Strategy at General Mills. After serving companies like Best Buy and Life Time in the marketing space, Erika ventured into analytics in 2020. She now uses data and technology to drive insights into action and helps brands deliver meaningful and engaging consumer experiences.

In this episode, Kailey sits down with Erika to discuss providing a value exchange for consumer data, grappling with unknown traffic, and focusing on behavioral data instead of demographics.

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Key Takeaways:

• More than ever, consumers are not willing to readily give up their data. However, they will for the right value exchange. Offering them points, dollars, or convenience opens the door for companies to collect rich purchase data while providing value back to consumers.
• When it comes to building strategies, focus on the insights behavioral data tells you, not just demographics. Behavioral data allows marketers to create profiles and build relationships with consumers based on their purchasing habits.
• It’s critical to ask consumers precise questions when first engaging with them. For example, Pillsbury asks consumers, “Who do you cook for?” when signing up for recipe inspiration. They can then combine this information with other data to create a customized and relevant experience.

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“We have all of this behavioral data, which is the most important type of data in my opinion. We can get to know a lot about you based on what you're buying, and we can use that to go find more of you. [...] Historically, we use demographic data as a proxy to get closer to relevancy, but now we have all of this rich purchase data that can give you signals that demographic data can't.“ – Erika Reed

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Episode Timestamps:

‍*(02:07) - Erika’s career journey

*(08:10) - Industry trends in consumer engagement in CPG

*(11:44) - Changes in consumer behavior in CPG

*(21:40) - Challenges in the consumer engagement journey

*(31:08) - How Erika defines “good data”

‍*(36:06) - An example of another company doing it right with consumer engagement (hint: it’s DSW)

*(39:30) - Changes in consumer engagement in the next 6-12 months

*(42:58) - Erika’s recommendations for upleveling consumer engagement

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Links:

Connect with Erika on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios