Dive into the world of data-driven marketing on Marketing on Mars with Kellie Castruita Specter of The WNET Group! 🌟 In this episode, Kellie reveals how data shapes audience engagement and drives strategy for major PBS and NPR media content.

Learn from her experiences in harnessing data for creative marketing solutions and the unique challenges in promoting diverse media content. A must-watch for marketing enthusiasts and professionals eager to understand the role of data in the dynamic world of public media.

Highlights:

0:00 - Intro

1:31 - Hot sauce #1

3:51 - Kellie's journey

7:31 - About The WNET Group and how they make money

10:24 - Top 3 largest donors

10:42 - Hot sauce #2

11:27 - Spiciest thing Kellie's tried

11:36 - How does one become a donor? Is it anonymous?

13:11 - Drivers of fundraising

15:31 - Events before and after COVID

16:31 - "We've never helped so many people"

18:36 - 144MM budget and where it goes

21:01 - Being creative with a tight budget

23:01 - Podcasts and why they're good

23:11 - Targeting the right people on a budget

24:11 - How does Kellie's company target the right people? 3 main buckets

26:16 - % spend on each marketing channel

27:41 - Thoughts on TikToker's

28:41 - About the SM platforms

30:31 - DATA: Back in the day vs. NOW

31:39 - Utilizing data in today's marketing

33:01 - Data's importance

34:31 - Hot sauce #3

36:16 - About Kellie's background

37:31 - Kellie's superpower - saying yes to everything

40:06 - Kellie's greatest leadership traits

41:41 - Growing as a leader

43:01 - Dad jokes segment

45:21 - More about Kellie's background and education

48:01 - Entertainment before vs now

49:51 - The group phenomenon and why America left it

52:31 - Goodbyes

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Connect with Kellie Castruita Specter: https://www.linkedin.com/in/kellie-castruita-specter-71145/

Explore The WNET Group: https://www.linkedin.com/company/thewnetgroup/

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Marketing on Mars is a podcast that brings unfiltered insights from the marketing world.

Twice per month, we sit down with founders, CEO's and CMO's of huge companies to talk all about marketing. They tell us how they got started in marketing and offer suggestions for others looking to enter the field.

If you're looking for more marketing tips or if you have any questions about our podcast, let us know in the comments!

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