Insights, Marketing & Data: Secrets of Success from Industry Leaders Henry Piney
-
- Business
-
Published in conjunction with InsightPlatforms.com...Learn how industry leaders use consumer insights and data to market, nurture and expand great businesses. We talk to innovators from across the eco-system - clients, agencies, platforms, financiers and tech providers - exploring the stories, thinking and people behind successful businesses in the space. New interviews every Wednesday UK time. Suggestions, questions or thoughts? Please send them through to futureviewpod@gmail.com
-
NIKE, Sarah Beachler, Senior Director, Consumer Insights. Adapting best practice from Nike, Meta, Google and Sephora. The importance of multiple consumer touch points; how to balance product and marketing research; advice for agencies.
A pleasure to have on Sarah Beachler in a really great chat. At the time of recording Sarah was Senior Director of Consumer Insights at Nike and formerly at Meta as Global Head of Marketing Research for Reality Labs, at Google as Head of Global Consumer Insights for Hardware, Retail and Gaming and Head of Market Research and Consumer Insights at Sephora.
So, a fantastic foundation of experience to get into a range of industry issues including:
- How to integrate research practitioners across major corporations.
- Considerations in researching physical product vs software
- Best practice to knit together product, marketing and sales research
- The importance of integrating multiple consumer touch points
- What makes a good and a bad agency?
- Avoiding unnecessary research duplication
- Advice for young people coming into the industry
All episodes available at https://www.insightplatforms.com/podcasts/
Follow FutureView on Twitter at https://twitter.com/FutureView7 -
WHALAR - Gaz Alushi, President, Measurement and Analytics. Quantifying the marketing effect of the creator economy; lessons from Meta, Pinterest & Snap; how brands should work with creators.
So, how do influencers really contribute to marketing campaigns? How do you measure that impact and compare with other forms of media? Enter the perfect person to get under the skin of these issues…. Gaz Alushi, President of Measurement and Analytics at Whalar, one of the leading agencies in the creators space. Gaz is formerly of Meta, Pinterest and Snap and his work has shown evidence of a 2.4x ROI from creators campaigns. We we had a great conversation, incorporating
How the creator economy works & how to measure successThe importance of the elephant pathThe benefit of a consumer insight grounding Lesson from establishing measurement at Facebook, Pinterest and Snap How to evaluate ROIHow brands should work with creatorsThe importance of creating benchmarks and establishing the metrics that really matterAnd something you may not know about American vs European wine.
All episodes available at https://www.insightplatforms.com/podcasts/
Follow FutureView on Twitter at https://twitter.com/FutureView7 -
YABBLE - Kathryn Topp, CEO & Co-Founder. Why the future is different: how AI and augmented data is going to change insights. Learning to work at the speed of thought; how Yabble 'generates data'; advice to make your way in the industry.
What are the practical ways AI is going to change research - not just in the future, but in the here and now? Arguably, there’s no one better to talk to on that front than Kathryn Topp, the CEO and co-founder of Yabble. As Kathryn describes, she and and her co-founder, Rachel O’Shea, introduced their first generative AI tool in 2020 with Open AI since ADD and I was lucky enough to talk through:
Integrating the insights flow into one platformIntroducing generative AI into the platformHow Yabble ‘generates’ dataHow to effectively use synthetic dataHelping humans move at the speed of thoughtSolving the sample issues with virtual audiencesAdvice for young women making their way in the industryYabble's business model and future plansAll episodes available at https://www.insightplatforms.com/podcasts/
Follow FutureView on Twitter at https://twitter.com/FutureView7 -
ELEMENT HUMAN - Matt Celuszak, Founder & CEO. What's next for the attention economy and emotion AI? Strengths & weaknesses of facial coding data; introducing measurement for the influencer economy; the importance of great co-founders.
From stingrays and hot coals (listen to find out) to building one of the leading companies in facial coding, emotion AI and behavioral leading models, Matt Celuszak of Element Human has had quite a journey. Matt’s always astute, engaging and in this interview we get into the issues above and more, including
Strengths and weakness of facial coding dataEvaluating the intersection of claimed and behavioral data setsUnderstanding effectiveness of content for the BBC - rating vs reactionUsing sensor date to create measurement for the influencer economyMeasuring what’s valued, rather than just valuing what you can measureHow to derive granular human understanding from big data setsHow privacy works in relation to sensor dataHow behavioural learning models workLessons from building a business from scratch.
All episodes available at https://www.insightplatforms.com/podcasts/
Follow FutureView on Twitter at https://twitter.com/FutureView7 -
THE INSIGHTS FAMILY - Nick Richardson, Founder. From two beers to two billion data points: the story of The Insights Family. Building a SaaS proposition in kids research; secrets of scaling successfully; key considerations for a founder.
The story of the pint that turned into two billion data points....well, two pints actually. However, since sitting down with a piece of paper in his favourite pub in Manchester in 2017, Nick Richardson has built arguably the world's leading syndicated kids' research company and recently raised a £5.6m funding round to fuel further expansion. Among other areas we cover:
- Nick's founder journey
- His tips for fund-raising and successful scaling of a business
- The market opportunity in the kids' research space
- Tools to help media planners
- Insights to guide licensing partners
- The balance between SaaS and custom research
- Why storytelling is still important within SaaS
- Moving from data reporting to predicting trends
All episodes available at https://www.insightplatforms.com/podcasts/
Follow FutureView on Twitter at https://twitter.com/FutureView7 -
INSIGHT PLATORMS - Mike Stevens, Founder. How will synthetic data impact research and innovation? The three signs an insights company is going to fail (or succeed); augmented/ conversational survey software; the risks of banality in AI analysis.
Do we really need humans for insight? Will synthetic data grow or destroy the insights market? What on earth is synthetic data? Check out the latest FutureView interviews with the brilliant Mike Stevens of Insight Platforms to get a great overview of one the most important new areas that will affect everyone and anyone involved with insight and data analytics.
Among other areas we cover:
- The evolution of Insight Platforms
- The importance of adding business context to insights
- Characteristics of insights companies who fail (and succeed)
- Definitions of synthetic data
- Prospective limitations of synthetic data
- Conversational/ augmented surveys
- The impact of LLM based analysis on the insights sector
All episodes available at https://www.insightplatforms.com/podcasts/
Follow FutureView on Twitter at https://twitter.com/FutureView7
Customer Reviews
Fascinating and entertaining
A really interesting series of interviews with marketing leaders at some of the worlds biggest brand. These people have been around the block and learnt A LOT along the way, fascinating to hear how they got where they are, their takes on data and research, and their advice to others.