Making Sense of Martech Juan Mendoza

Welcome to our very first TMW case study! Kicking off this series, we’re featuring Rappi, the Latin American super-app that connects consumers with merchants that sell a wide variety of products, and drivers that can bring those products to their doorstep. The three-sided business is not only a logistical challenge, but also a Martech challenge.



Rappi’s array of marketing campaigns and offers, driven by a sophisticated deep-linking strategy, is crucial to its success. It did, however, lead to the need for an impossibly large amount of QA to ensure the successful delivery of customer experience workflows, ensuring that would-be customers don’t fall off their buying journey at any point, from clicking on an ad through to landing in the app and making a purchase.



Leading the Martech and Adtech practice at Rappi is Satya Ramachandran, who brings over 12 years of Martech experience to the table, having previously worked as a data engineer building distributed databases. 



In this case study, we’ll walk through how Satya not only scaled the Martech QA process using computer vision and robots, but turned QA into a profit-driving initiative with champions throughout the business, rather than just a cost center.



Satya’s responses have been edited for clarity and congruency.



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Making Sense of Martech's very own Juan Mendoza on looking ahead to the rest of 2024

A conversation with Tim Mason & Sarah Jarvis from Eagle Eye.

In this episode we’re joined by Tim Mason and Sarah Jarvis . Tim is the CEO of Eagle Eye, a leading loyalty and personalization platform and a top 10 TMW 100 global innovator. Tim has spent more than 30 years building loyalty strategies in retail, including working as the Deputy CEO and CMO of Tesco UK PLC. Sarah Jarvis is a senior marketer, also at Eagle Eye, and a regular contributor to Forbes UK. Both are the authors of the recently released 2nd edition of Omnichannel Retail: How to Build Winning Stores in a Digital World.

In this episode, we delve into the multifaceted concept of Omnichannel, exploring its definition, and we hear Tim and Sarah’s case for its importance. We also discuss the ethical considerations businesses face in the pursuit of omniscient customer knowledge, offering insights into responsible practices amid growing data privacy concerns. Additionally, we explore successful examples of companies implementing omnichannel strategies and examine the challenges organizations encounter when introducing omnichannel to their businesses, along with strategies to overcome internal hurdles.



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You can find Tim Mason on LinkedIn and Sarah Jarvis also on LinkedIn

A conversation with Rohit Maheswaran.

In this episode we’re joined by Rohit Maheswaran, the co-founder and Chief Product Officer of Lifesight a marketing measurement platform offering a suite of attribution, MMM (Mixed Media Modelling), and incrementality tools.

We tackle the shifting sands of attribution and how marketers are using different models and tools as the ways of last click and multi-channel attribution fade away and more marketers are embracing a back-to-the-future style of measurement using experimentation and MMM.



Listen on⁠ Apple⁠,⁠ Spotify⁠,⁠ Google⁠, and ⁠everywhere else.⁠


Go here for ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠show notes, links, and resources.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
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You can find Rohit on LinkedIn.

A conversation with Cory Munchbach.



In this episode we’re joined by Cory Munchbach. Cory is the CEO of BlueConic, a leading Customer Data Platform.

In this episode we talk about Cory’s recent journey to becoming the CEO of the company, what it really looks like to lead the vision and strategy of a private equity backed company, growing and scaling a product right in the middle of one of the hottest categories in the Martech industry, and her outlook for the coming year in the CDP category.

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Go here for ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠show notes, links, and resources.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
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You can find Cory on ⁠LinkedIn⁠.

A conversation with Chris Baker.

In this episode we’re joined by Chris Baker. Chris is the founder of Totem, a brand strategy, marketing, data and innovation consultancy with a focus on the Chinese market. Totem helps global brands break into China and Asia and works with marketing leadership on digital and brand strategy.  In a recent presentation of Etail Asia, Chris gave one of the clearest views on how generative AI is impacting the marketing industry.

In this conversation, we’ll talk about his perspectives on Generative AI from looking at how it affects small and large businesses to how it's impacting content quality, and how you should build a defensible brand strategy in an environment where anyone can make content and scale it up effortlessly with Generative AI… See timestamps below.




Go here for ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠show notes, links, and resources.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
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You can find Chris on ⁠⁠LinkedIn⁠.⁠

Timestamps



(0:16) Guest intro

(05:19) Marketing data opportunities in China and Asia

(19:27  ) Role of marketers and rise of generative AI

(26:10) Adoption of Generative AI in Entreprise and SME 

(37:24) trust in the uprising technologies for say mission critical work

(50:14) Defensible brand strategy in the new era of content creation powered by generative AI