27 episodes

The Demystifying Data podcast, with host Chris Clegg, deconstructs the tools and techniques marketers need to make data more actionable.

Demystifying Data Chris Clegg

    • Marketing

The Demystifying Data podcast, with host Chris Clegg, deconstructs the tools and techniques marketers need to make data more actionable.

    CES 2020 with David Paull - Part 1 of 2

    CES 2020 with David Paull - Part 1 of 2

    This episode was recorded live from the Consumer Electronics Show (CES) in Las Vegas and is Part 1 of a 2-part series of Chris’s discussion with David Paull.  

    In this episode of Demystifying Data Chris talks with David about the interesting take-aways from the conference.

    1. Last 10 years and the next 10 years of electronics and how that impacts marketing

    2. 5 G, the Impossible Burger and flying cars

    3. How a toothbrush is going to change the world

    Links of InterestCES 2020 Engagious The Engagious Podcast Audible Insights Oral B IO Impossible Burger

    • 17 min
    The Future of Consumer Tech

    The Future of Consumer Tech

    This episode was recorded live from the Consumer Electronics Show (CES) in Las Vegas. Prior to each CES (for the last 10 years) the conference producers put on a research conference.  

    This episode of Demystifying Data is a review of the keynotes from that research conference where industry leaders summarized 20 years of consumer tech: Where has it been the past decade and where will these be going the next decade.

    Links of InterestCES 2020Oral-B IO

    • 15 min
    Validating What You Think You Know With Data

    Validating What You Think You Know With Data

    Quantitative data is the main discussion of this episode. “Quantitative data is the hard numbers on pre-defined variables that we can use to apply statistical techniques to understand significant variables within groupings.” 

    So how do we collect this data?Secondary Sources: we discuss where to find it and the cost benefits of it’s use.Primary Research: we discuss intercept survey and online web-survey data collection techniques and best practices.


    Links of Interesthttp://portma.com/improve-program-impacthttp://portma.com/secondary-research-and-experiential-marketing-analytics

    • 18 min
    Discovering What You Don't Know with Data

    Discovering What You Don't Know with Data

    In this podcast, Chris breaks down the logistics of data collection. Clear, robust, meaningful data is achievable by remembering a few key things. One initial question must be asked: “What kind of data do you want to collect”? Discovery or validation data? Secondary data (collected from public sources) can be very helpful.Qualitative data will often come from one of two sources:

    1. IDIs (In-Depth Interviews) One individual at a timePersonal experience data is gatheredWorks well when insight will come from individuals personal experience and/ or perspective2. Focus GroupsSmall groups (6-8 participants)Each is considered an expert in the topicDiscussion-based, so small group dynamics come into playInsights derived from the creative problem solving of the groupBest practices for qualitative data collection

    1. Have a clear definition of target participant.

    2. Have a good mix of participants around the target.

    3. Develop an interviewers’ guide to stay on topic

    4. Record and transcribe interviews/ groups

    Links of InterestMore about Secondary Data gatheringFocus Group

    • 17 min
    Setting KPIs that Won't Get You in Trouble

    Setting KPIs that Won't Get You in Trouble

    Chris Clegg continues his podcast series about affective benchmarks by looking at how a well-organized archive of historical experiential marketing performance should be used to develop actionable key performance indicators (KPIs). 

    There are three points at which benchmarks and KPIs should be considered: 

    1. Planning Stage – The BeginningMacro metrics need to be broken down to micro metrics.Historical data will provide for realistic planning.2. Status Reports – The MiddleImportant to keep the goal in mind.Using run-rate projections to predict outcomes.3. Recap Reports – The EndHigher than average performance defines best practices.Once identified, use best practices to develop next year’s activation roadmap.


    Links of interest:Keep your data clean. Here's an article on PortMa about the topic: http://portma.com/clean-your-dataBenchmark Granularity

    • 15 min
    Negotiate Better Sponsorships

    Negotiate Better Sponsorships

    In this podcast, Chris shares how to use your internal data warehouse or other experiential benchmarking resources to negotiation stronger sponsorships agreements with venue managers and producers.

    You’ll find ideas on how to validate a venue manager’s/ producer’s performance commitments and how to choose the best sponsorship package. Chris discusses how venue type is important for consumer targeting, but event size will be your best indicator of engagement efficiency.

    Financial benchmarks are used to talk about average cost per engagement trends and how to use these trends to better understand if your campaign is under or over budgeted. Hypothetical examples are used and key metrics proposed.

    Links of InterestSome thoughts on consumer targeting for your next event: http://portma.com/purpose-behind-consumer-targeting-event-marketing

    • 15 min

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