Segment Data Council Podcast Segment

Those who work with vast quantities of data know by now: It’s fast becoming the world’s most valuable resource. This fact has only accelerated in 2020’s remote reality, where even brick-and-mortar businesses that don’t typically focus on their digital footprint are scurrying to make their products available to buyers online. Krystal Lau, AB InBev’s Global Director of Product Data, reveals why it’s essential that each team understands how customer data is collected—and how it impacts the bottom line.

Imagine what it would be like if your product managers had an overview of support tickets, billing issues, sales interactions, and your users’ clickstreams—all of which live in a unified data warehouse. It would be the Holy Grail of data management. Instead, most companies silo datasets in black boxes visible only to the relevant teams and leadership. If it were the other way around, your company could spot issues earlier and deal with them efficiently, without losing time by running questions up the flagpole and waiting for them to come back down.

Whether you align systems, people, or processes in your business cases, this episode has you covered. We’ll make the case to align all three.

Kurt Williams, Global Director of Customer Products at Anheuser-Busch InBev, shares the techniques he used to change the data status quo around the globe for both digital and commercial teams. Hint, bring everyone to the table to discuss customer data in a way they’ve never thought about before.

From taming horses to arranging the ideal fruit bowl, Arjun Grama, Instrumentation & Architecture Specialist at Anheuser-Busch InBev, uses vivid stories to showcase how data governance leads to better automation. His experiences accelerating organizational data maturity include kicking off customer data implementations, creating repeatable and trusted processes, and knowing when to raise the bar on growth KPIs.

Data Council members honed their Segment savviness through empowering product, marketing, engineering, and analytics teams to collect good data, make real-time decisions, and accelerate overall business growth. Many members even have experiences spanning multiple companies. Now as part of the Data Council, they share their stories to inspire your journey with Segment.