Good Data, Better Marketing all Episodes with AI Transcript

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Data. It's the foundation for modern enterprises to make decisions and move strategies forward. But what exactly is good data? And how are the most successful companies in the world turning data into a competitive asset and creating digital-first customer experiences that stick? Good Data, Better Marketing is your view into the minds of influential marketers, digital innovators, and their tricks of the trade. Join us to hear from the top experts on the planet.

Total 57 episodes

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25/08/2022

Building Brand Loyalty Through Frictionless Customer Support with Adele Hedden, Head of Customer Experience at Faire

34m

11/08/2022

How Integrated Customer Journeys Improve Patient Health with Rahul Kak, Vice President of Customer Health & Experience at Aetna, a CVS Health Company

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.-------------------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.-------------------“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-------------------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-------------------Links:Connect with Rahul on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios

37m

28/07/2022

Building a Bridge Between Customer Needs and Customer Experience with Liz Miller, VP & Principal Analyst at Constellation Research

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.-------------------Key Takeaways:Composable architecture that holds data, business applications, systems and tools is fundamental to have headless applicationsAsking your customer open-ended questions is key when collecting valuable and personalized dataWe 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.-------------------“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-------------------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)-------------------Links:Connect with Liz on LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios

44m

14/07/2022

Giving Your Consumer a Seat at The Table with Ted Chi, Digital Marketing Executive

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 LinkedInConnect with Kailey on LinkedInLearn more about Caspian Studios

40m

30/06/2022

Connected Customer Journey Starts with Behavioral Insights with Erin Pryor, EVP, Chief Marketing Officer and Client Experience at First Horizon Bank

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.-------------------Key Takeaways:It’s critical that marketing teams are aligned with business and sales team to create a connected customer experienceThere 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-------------------“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-------------------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-------------------Links:Connect with Erin on LinkedInConnect with Kailey on LinkedInVisit First Horizon’s websiteLearn more about Caspian Studios

36m

13/06/2022

A Data-Driven Approach to Building Authentic Relationships with Keri Taub, VP of Strategy at Bloomingdale’s

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.-------------------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 locationsMarketing includes the whole customer journey, from upper funnel down to the unboxing and in-store experienceUnique data and personal touches can go a long way in maintaining customer advocatesAutomated 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-------------------“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-------------------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-------------------Links:Connect with Keri on LinkedInConnect with Kailey on LinkedInVisit Bloomingdale’s websiteLearn more about Caspian Studios

33m

13/06/2022

Put the Customer First with User-Centered Strategies with Waseem Kawaf, Global VP of Digital Experience at STANLEY Security

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 evolvingHaving everyone trained in user-centered design can unite siloed teams and put the customer at the forefront of every initiativeWe’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 LinkedInConnect with Kailey on LinkedInLearn more about STANLEY SecurityLearn more about Caspian Studios

27m