9 episodes

We talk to industry leaders, marketers and growth experts in Asia about how they use data to enhance the ROI in their marketing activities. We bring you real case studies while giving you background on how these leaders build their career to where they are today! 

This podcast is hosted by Vase.ai [http://vase.ai/], an AI-powered digital market research platform that can help you understand your target customer preference as quickly as 24 hours from as low as 1000 USD. For those who are having questions about what your target customers think about your brand, your ads or your product, you are guaranteed reliable findings that can help you build better branding, advertising campaign and launch a more successful product.

Winning with Data Driven Marketing Vase.ai

    • Business
    • 5.0 • 1 Rating

We talk to industry leaders, marketers and growth experts in Asia about how they use data to enhance the ROI in their marketing activities. We bring you real case studies while giving you background on how these leaders build their career to where they are today! 

This podcast is hosted by Vase.ai [http://vase.ai/], an AI-powered digital market research platform that can help you understand your target customer preference as quickly as 24 hours from as low as 1000 USD. For those who are having questions about what your target customers think about your brand, your ads or your product, you are guaranteed reliable findings that can help you build better branding, advertising campaign and launch a more successful product.

    5 Steps Brand Strategy Framework adopted by Fortune 500 companies

    5 Steps Brand Strategy Framework adopted by Fortune 500 companies

    Are you tired of using pricing as the main tool to win customers and compete with the competition?

    In this episode, you will learn from Sheznie, a brand and marketing manager with over 30 years of experience in various industries. 

    She will share with you her insights and stories on how to create and manage a successful brand strategy using the ADAM+E framework so that you don't have to rely mainly on pricing to win the market. The ADAM+E framework consists of five steps: Audit, Design, Act, Measure and Evolve. 

    She will explain the importance of knowing your customers' needs, preferences, emotions and values, and how to align your brand's form, character and delivery with them. 

    She will also give examples of how she worked with PETRONAS to rebrand their retail arm and become the brand of first choice, and how she advised a bedsheet company to enhance their brand value and avoid competing on price. 

    This episode is a must-listen for anyone who wants to learn more about branding and marketing from a seasoned expert.

    • 1 hr 2 min
    Secret to Brand Growth? Mental and Physical Availability

    Secret to Brand Growth? Mental and Physical Availability

    In this enlightening episode, Henrik Petersen a fractional CMO who has over 20 years of experience in B2B marketing for software companies such as Zendesk and Microsoft, delves deep into the pivotal role of marketing in sculpting a company's brand. He emphasizes the transformative power of a 'Love Brand' and the unparalleled value it brings to businesses in the digital era. Using vivid examples, Henrik deciphers the nuances of brand perception and the factors that drive consumers towards familiar names.

    Discussing the barriers many companies face, Henrik pinpoints brand awareness as a chief challenge. He sheds light on the importance of brand investments, highlighting scenarios where consumers gravitate towards brands they recognize and trust. Drawing from specific examples like 'shield logistics', he elucidates the psyche of B2B buyers and the inclination to favor known brands.

    As the conversation progresses, Henrik confronts the dilemmas brand marketers face, especially when resources are scarce. For smaller brands, he underscores the delicate balancing act of managing budget constraints while striving for impactful brand presence. Through candid revelations, Henrik offers a fresh perspective on brand marketing in today's competitive landscape.

    In today's episode, we discuss :

    - Introduction

    - Business owners' views on marketing

    - Grow business revenue & margin with marketing

    - Branding increases the margins of the business

    - Convince stakeholders to invest in marketing via the sales funnel

    - When and how to invest in brand building

    - First step in brand building is to identify growth barriers

    - Physical availability of products

    - How advertising works

    - Advertising creates brand memories

    - Ways to justify marketing investment with CEO & CFO

    - Marketing with a limited budget

    - Don't keep changing your brand messaging

    - Associate your brand with a specific job to be done

    - Case study of Salesforce

    - Build long-term growth by marketing to non-consumers

    - Understanding customers who are in-market and out-of-market

    - Secret to Brand Growth? Mental and Physical Availability

    - Physical availability

    Tune in for an episode brimming with insights, real-world examples, and actionable strategies for businesses of all sizes.

    • 45 min
    Grow any FMCG Business with data, research and innovation

    Grow any FMCG Business with data, research and innovation

    This podcast episode is about how to use data to enhance the ROI in marketing activities, especially for FMCG businesses. The host, Julie, interviews Willynn, a chief marketing and partnerships officer from Piggyback Singapore, a B2B wholesale e-commerce platform. Willynn also co-founded NextBlock, a hyperlocal social app that connects neighbours and businesses.

    Willynn shares her insights and experiences on overcoming marketing challenges in both B2B and B2C segments, such as price loyalty, customer retention, and competition. She explains how she uses data and research to guide her marketing strategies, such as email marketing, gamification, and user acquisition. She also shares some case studies from Piggyback and NextBlock, such as how they use postcards to acquire users, how they use Next Coin to increase user engagement, and how they use hashtags to test new features.

    Willynn also talks about the essential skills and resources that marketers should have, such as the attitude to learn, keeping updated with the latest trends, and working backwards from the customer. She also recommends a book by Jeff Bezos called Working Backwards, which is about how Amazon innovates and grows.

    In today's episode, we discuss :

    00:00 Teaser 

    01:39 Willynn's Background

    03:23 Customer segments that NEEDS vs WANTS in marketing

    07:03 Make it super easy for your customers to buy

    12:10 Create open conversation channels with your customers so they can feedback easily

    16:51 Save time from making mistakes by talking to people in your business

    19:05 Offline way of acquiring customers still WORKS!

    21:04 Using gamification as a tool to retain users

    24:15 Experiment your ideas & hypothesis

    27:00 Using data to identify the first user segment in Next Block

    29:20 How to deal with the challenges of having small data sets

    31:40 How to define success in marketing

    34:51 Advice for marketers

    This podcast episode [https://www.vase.ai/resources/podcast-datadrivenmarketing/grow-any-fmcg-business-with-data-research-and-innovation?utm_campaign=DDM%20Podcast&utm_source=hs_email&utm_medium=email&_hsenc=p2ANqtz-9pon6uyNRzo4lPB70iQhqFPjGXlE5xUgFUrbqAn0w95Fzz7FUKM1AYsrav5BJfFR1zE-hX]is informative and comprehensive, as it covers various aspects of data-driven marketing for FMCG businesses. It also provides some practical tips and examples that can help marketers improve their performance and ROI.

    • 37 min
    Solve Business Problems with Data Analytics: A Case Study from OMD and McDonald's | Ranga Somanathan

    Solve Business Problems with Data Analytics: A Case Study from OMD and McDonald's | Ranga Somanathan

    Hosted by Julie from Vase.ai Market Research. In this episode, we have a special guest, Ranga Somanathan, a marketing and communication veteran with over 20 years of experience in helping clients from various sectors with their growth and innovation agendas. As ex-CEO of Omnicom Media Group across Malaysia & Singapore, and now the co-founder and curator of RSquared Global Ventures, a company that connects startups, corporates, and investors, Ranga is sharing valuable insights in our podcast where ...

    1/ You will learn how Ranga and his team at OMD Singapore used data analytics to solve a business problem for McDonald's online delivery service, and how they created a win-win situation for all stakeholders by balancing the demand and supply using search data and kitchen data.

    2/ You will discover the importance of market mix modeling and data-driven strategies for marketers, and how they can help you understand the impact of various input variables on sales and business outcomes. 

    3/ You will find out why companies who seemingly successful without data-driven strategies should leverage data before it's too late, especially in the Southeast Asia region where the market may face headwinds and softening in some sectors due to macroeconomic and geopolitical factors. You will also get some recommendations on how to build a data-driven culture and mindset in your organization.

    In today's episode, we discuss :

    * Introduction
    * Ranga's background and journey in marketing
    * How to drive effective advertising strategies by starting with a business problem (not a marketing problem)
    * Case Study: How OMD & McDonald's solve an operational problem with a marketing solution
    * Importance of using Market Mix Modelling to drive effective marketing strategies
    * Why companies who are seemingly successful without data-driven strategies should leverage data before it's too late
    * Tips for beginner, intermediary & advanced companies who wanted to start leveraging data in their marketing strategies
    * Role and potential of generative AI for marketers
    * How to define success metrics in marketing via Mind Measures & Operational Measures
    * The importance of understanding the WHY consumer buys behind the WHAT consumer buy & how panel research can help close that gap
    * Best practice of questionnaire design to get the right research data
    * Ranga advises marketers to have empathy, risk-taking & financial accountability
    * Recommended book for marketers
    * How to connect with Ranga

    Don't miss this insightful episode [https://www.vase.ai/resources/podcast-datadrivenmarketing/solve-business-problems-with-data-analytics-by-ranga-somanathan] and inspiring conversation with Ranga. Tune in now and learn how to use data to power your marketing and business.

    • 50 min
    Secrets of B2B Marketing Success: A Conversation with Henrik Petersen (Microsoft, Zendesk)

    Secrets of B2B Marketing Success: A Conversation with Henrik Petersen (Microsoft, Zendesk)

    In this episode, Julie interviews Henrik Petersen, a fractional CMO who has over 20 years of experience in B2B marketing for software companies such as Zendesk and Microsoft. In a 3-steps process, Henrik shares his insights and best practices on how to use data and market orientation to create a winning strategy that sets you apart from the competition in the market segment you choose to play in. 

    Step 1 - Create Profit Formula - He explains how to understand and optimize the profit formula, which is the way your company makes revenue and grows, and how it changes as you target different types of customers or markets. 

    Step 2 - Be market-oriented and understand your customers - He also reveals how to align your product with the customer's jobs to be done, which are the tasks they want to accomplish, the motivations behind them, and the outcomes they expect. He gives examples of how he used customer interviews to uncover these insights and how he applied them to improve the messaging and conversion rate for Zendesk in Japan. 

    Step 3 - Diagnose your brand and market situation - Finally, he discusses how to diagnose the brand's health and performance by understanding the brand DNA, the distinct brand assets, the brand awareness, and the market penetration and share. 

    In today's episode, we discuss :

    * Henrik's background - 20+ years of B2B marketing experience (Microsoft, Zendesk)
    * What is a profit formula and why is it important
    * Step 1 - Have a winning mindset and strategy (How to optimize your profit formula for different markets and segments)
    * Step 2 - Be market oriented and understand your customers
    * How Zendesk leverage events to speak to customers
    * Best practices when doing customer interviews
    * How Zendesk ensure everyone in the company understand how they add value to the customer
    * How Zendesk improve website conversion rate from customer interviews
    * Step 3 - Diagnose your brand and market situation (aka perform checkup for your brand)
    * How to understand your brand DNA, distinct brand code, and brand equity
    * Summary - How to use the 3 steps to create your business profit formula
    * Lighting round - Advice for marketers
    * Lighting round - Recommended book

    If you want to learn from Henrik's rich experience and expertise in B2B marketing, don't miss this episode [https://www.vase.ai/resources/podcast-datadrivenmarketing/secrets-of-b2b-marketing-success-by-henrik-petersen] of Winning with Data-Driven Marketing.

    • 53 min
    The Ingenious SEO Story: How Ravi Shankar and His Team Boosted Traffic and Revenue with SEO At Scale

    The Ingenious SEO Story: How Ravi Shankar and His Team Boosted Traffic and Revenue with SEO At Scale

    In this episode, Julie interviews Ravi Shankar, the CMO of CARSOME Group and former Chief Growth Officer of AirAsia, about his data-driven marketing approach and how he uses data and technology to solve business problems.

    Ravi's Career Journey : Ravi shares his career journey from being a PHP developer to becoming a marketing leader, and how he learned to use data and technology to optimize campaigns, generate content, and rank organically on search engines.

    The AirAsia SEO Case Study : Ravi also reveals the AirAsia SEO case study, where he and his team used a programmatic solution to create tens of thousands of pages for different routes and destinations, and then enhanced the content for the pages that ranked well on Google. To solve business problems, Ravi takes a mix of technical and organizational approaches to bridge the gap between identification and launch. This led them to boost their organic traffic to their website with minimal human involvement! 

    Importance of Having a Measurement Framework that Aligns with Business Goals : Ravi also explains the importance of having a measurement framework that aligns with the business goals and metrics, and how he convinces the stakeholders to adopt it. He also gives some tips on how to avoid falling into the attribution trap and focus on incrementality instead.

    • 42 min

Customer Reviews

5.0 out of 5
1 Rating

1 Rating

pamfr ,

Customers and data—exactly where marketers need to focus

Great start… I’m looking forward to more episodes

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