Unicorny Selbey Anderson
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- Business
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Welcome to Unicorny, the antidote to post-rationalised business books. This is a podcast about the business and practice of marketing, how it creates value, who's doing it well, and how marketing helps businesses win the future.
Unicorny seeks to answer the question: how do I create value for my business?
We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value.
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
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Decoding decisions: anchoring, self-herding and science in B2B with Phil Barden
Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing.
Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distinctive branding and pricing strategies can optimize the decision-making process. Learn about aligning explicit and implicit customer goals
The episode details how (B2B) marketers can utilise behavioural insights to modify customer behaviour without changing underlying beliefs and how to use past customer actions to guide future decisions.
About Phil Barden Phil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.
Links Full show notes: Unicorny.co.uk
LinkedIn: Phil Barden | Dom Hawes
Website: Decode Marketing
Sponsor: Selbey Anderson
Episode outline The Decision Interface Influencing Decision Making Changing Behaviour without Changing Minds Leveraging Goals and Motivations Brand Goals and Propositions Persil Brand Proposition Understanding Human Behaviour Implicit Goals in B2B Marketing Customer Understanding and Goal-Driven Marketing
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Decoding decisions: the hidden science behind why we buy with Phil Barden
Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing.
Understand decision science's role in marketingExplore how scientific principles can be applied to enhance marketing creativity and effectivenessDiscover how behavioural and decision sciences inform marketing strategiesLearn how renowned marketers have successfully applied scientific methods to real-world marketing challengesDelve into case studies demonstrating the tangible benefits of integrating science into marketing efforts
This episode offers a deep dive into how decision science can fundamentally transform marketing approaches, providing listeners with both theoretical insights and practical applications.
About Phil BardenPhil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.
Links Full show notes: Unicorny.co.uk
LinkedIn: Phil Barden | Dom Hawes
Contact Phil Barden: Twitter | Email
Website: Decode Marketing
Sponsor: Selbey Anderson
Episode outline Phil Barden's Story and Introduction to Decision Science Marketing as Behaviour Change The Role of Science in Marketing Understanding Decision Making Understanding System 1 and System 2 The Influence of Context in Marketing The Neurologic Purchase Decision Equation Leveraging Neuroscience in Marketing
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Beyond Faster Horses (2 of 2): AI's Impact on Search and the Digital Ecosystem
In this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris.
Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing traditional interfaces.
The conversation also covers the broader impacts of AI on revenue models and the digital ecosystem, highlighting both the opportunities and ethical challenges that come with such transformative technology.
Don't miss this deep dive into how AI is reshaping not just marketing strategies but also the very fabric of digital engagement.
About Jonathan Harris Jonathan is the founder and CEO of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.
A former investment banker at Morgan Stanley and Merrill Lynch, Jonathan launched and exited three previous businesses, and has 10 years’ experience in the application of data science in the marketing technology sector.
Sub(x) is transforming digital marketing using a proprietary self-learning AI autopilot, enabling businesses to optimise their online customer acquisition and revenue without the need for manual testing and experimentation.
About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links Full show notes: Unicorny.co.uk
LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes
Website: Sub(x) | Dynata
Sponsor: Selbey Anderson
Episode outlineThe Rise of AI Personas Impact of AI on Marketing and Content Creation Unintended Consequences of AI The Illusion of Data Protection The Impact of GDPR The Contradictory Nature of Data Privacy Designing Workflows and Removing Bias Embracing AI and Navigating Ethical Considerations
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Beyond Faster Horses (1 of 2): AI's Role in Disrupting Marketing
Join Dom Hawes as he dives deep into the transformative role of AI in marketing with industry experts Steven Millman and Jonathan Harris. Discover the metaphorical shift from "building faster horses" to "creating cars," illustrating how AI is set to revolutionise business practices beyond mere efficiency improvements.
The trio discusses the potential of AI to replace traditional marketing processes with innovative models that drastically change how businesses interact with consumers.
Tune in to explore how AI is not just accelerating existing processes but creating entirely new pathways for value creation and strategic marketing.
About Jonathan Harris Jonathan is the founder and CEO of Sub(x), a marketing technology provider that uses AI automation to drive revenue, growth and customer acquisition for digital subscription businesses.
A former investment banker at Morgan Stanley and Merrill Lynch, Jonathan launched and exited three previous businesses, and has 10 years’ experience in the application of data science in the marketing technology sector.
Sub(x) is transforming digital marketing using a proprietary self-learning AI autopilot, enabling businesses to optimise their online customer acquisition and revenue without the need for manual testing and experimentation.
About Steven Millman Executive, Award-Winning Researcher/Data Scientist, Innovator, Inventor & Coffee Snob. Throughout Steve's career he's had a focus on quantitative/statistical analysis, survey design, research design, AI/ML, and other applied research techniques. Steven is presently serving as Global Head of Research and Data Science at Dynata, the world's sixth largest market research company where he leads a team of over 100 researchers and data scientists. Steven is a frequent speaker and author, multiple Ogilvy award winner, patent holder, and recipient of the prestigious Chairman's Prize from the Publishing & Data Research Forum. Steven serves as a member of the Board of Trustees for the Advertising Research Foundation, the ARF.
Links Full show notes: Unicorny.co.uk
LinkedIn: Jonathan Harris | Steven Millman | Dom Hawes
Website: Sub(x) | Dynata
Sponsor: Selbey Anderson
Episode outlineThe Role of AI in Marketing Moving from Process-Driven to Outcome-Driven Reimagining the Marketing Process Understanding AI Tools and Processes Identifying Recurrent Problems in AI Implementation Probabilistic Outputs and Input Quality Large Language Models and Data Quality Caution with Synthetic DataThe Irrelevance of Presentation Layer
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Innovation in action with Michelle Booth (Bonus)
When Michelle Booth joined us in the studio to talk about marketing transformation, product incubation and agile and marketing in action, we closed the show with a discussion around a PEST analysis like we sometimes do (Political, Economic, Social and Technological).
Normally we edit the main show down, and we edit these bits down too, to make one crunchy show. But this time around, there was so much good stuff, we decided to roll it in full and turn it into a two part episode with a bonus.
I hope you enjoy Michelle's insight!
About MichelleA creative business leader with a passion for building exceptional teams with a clear sense of purpose, Michelle Booth currently serves as the Head of Growth and Innovation for Mass Affluent and prior to that in a number of different roles at NatWest, most notably Head of Marketing Strategy and Innovation for NatWest leading the development of the Brand Platform Tomorrow Begins Today, NatWest Thrive with Marcus Rashford and Marketing Director For Bó, NatWest‘s venture to create a neo-bank challenger.
Links Full show notes: Unicorny.co.uk
LinkedIn: Michelle Booth | Dom Hawes
Website: Lloyds Banking Group
Sponsor: Selbey Anderson
Episode outlineIntroduction to the Bonus Episode Impact of Political Events on Marketing Marketing Strategies in Economic Uncertainty Hybrid Post-COVID Working Model The Influence of AI on Marketing Impact of Walled Garden AI's Internationalization and Idioms in AI Language Hops and AI Ethics Bias in AI Training Data
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy -
Innovation in action with Michelle Booth (part 2)
This is part 2 of a two-part (plus bonus) episode in which we met the amazing Michelle Booth, a champion of marketing transformation who thrives leading teams that are agile and empowered.
We pick up her story, dealing with heartbreak at Bó, but illustrate how positive people often find new futures, even from an initiative that folds. It's a shame that such a successful product was shelved for reasons other than commercial traction.
We also get stuck into re-brands, impactful partnerships and more.
About MichelleA creative business leader with a passion for building exceptional teams with a clear sense of purpose, Michelle Booth currently serves as the Head of Growth and Innovation for Mass Affluent and prior to that in a number of different roles at NatWest, most notably Head of Marketing Strategy and Innovation for NatWest leading the development of the Brand Platform Tomorrow Begins Today, NatWest Thrive with Marcus Rashford and Marketing Director For Bó, NatWest‘s venture to create a neo-bank challenger.
Links Full show notes: Unicorny.co.uk
LinkedIn: Michelle Booth | Dom Hawes
Website: Lloyds Banking Group
Sponsor: Selbey Anderson
Episode outlineIntroduction to Michelle Booth Transition from Bo to NatWest Momentum and Culture Marketing's Role in Business Impactful Partnerships Valuable Insights and Bonus Episode Michelle's Unique Background Understanding Market Orientation and Differentiation Leadership and Culture Change
This podcast uses the following third-party services for analysis:
Podder - https://www.podderapp.com/privacy-policy
Chartable - https://chartable.com/privacy
Customer Reviews
Love this!
Dom gets marketing. The conversations flow through all the things you’d want to ask if you were in the room. Much head nodding. Really brilliant - keep them coming!
Fantastic mix of guests, shared wisdom and humour!
My go-to podcast right now! And the Geoffrey Moore episode is an absolute blinder… wow!
Must listen!
Really enjoying the Unicorny podcast, super interesting guests and very insightful tips. Pls keep them coming :)