This episode features an interview with Kevin Niparko, Vice President of Product for Twilio Segment CDP. Kevin joined the team in 2015 to lead Growth & Analytics, before helping form Segment’s Product Management organization. He’s led a variety of Twilio Segment’s products over the years, from Connections, Cloud Sources and ETL, and Profiles.

In this episode, Kailey and Kevin discuss future proofing organizations to take advantage of AI breakthroughs, accelerating time to value, and solving problems through data strategy alignment.

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Key Takeaways:

• Keeping up with the evolving landscape of data management requires flexibility, extensibility, and interoperability built into your data architecture.
• How modern enterprises can quickly and continuously adapt to the proliferation of tools and technologies.
• The importance of creating a data strategy to evolve with the needs of your business and serve your cross-functional stakeholders.

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“The problems that we see our customers running into that really feel intractable are the ones more on the people and the process side of data. It's something that technology can help with. It's something that CDPs can play a role in. But, I think we're also realistic that no tech or software is going to be the silver bullet. It's about different parts of the organization coming together and aligning on an overall data strategy that everybody will abide by.” – Kevin Niparko

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Episode Timestamps:

‍*(02:59) - Kevin’s career journey

*(05:52) - Trends impacting technology and customer engagement

*(09:04) - Components of a flexible enterprise

*(16:55) - How AI intersects with data management

*(30:04) - How Kevin defines “good data”

*(36:50) - Kevin’s recommendations for upleveling inclusive marketing strategies

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Links:

Connect with Kevin on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dr. Anastasia Kārkliņa Gabriel. Anastasia is a Senior Insights Lead at Reddit and the author of Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy. She earned her doctorate in cultural studies from Duke University and has consulted for the world's top brands, including Nike, Samsung, and Disney. Anastasia is a cultural theorist, writer, social critic, and strategist specializing in inclusivity within marketing, media, and tech. 

In this episode, Kailey sits down with Anastasia to discuss the nuances of inclusive marketing, the importance of cultural intelligence, and fostering trust through co-creation.

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Key Takeaways:

• Practicing cultural intelligence to influence society in a positive way and gain commercial advantage
• The importance of reciprocal relationships between brands and cultural communities
• Deconstructing the profit versus purpose method of marketing

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“I find that line in the sand to be quite ineffective and almost troubling at how easily we are ready to go back to the status quo, which is to make profits without consideration for ethics. Cultural intelligence really tries to bridge that gap or bridge that divide to say, ‘We can do culturally intelligent work that is driving commercial advantage and still be attentive to issues of inclusion, equity, and fostering belonging among our audiences.’” – Dr. Anastasia Kārkliņa Gabriel

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Episode Timestamps:

‍*(03:11) - Anastasia’s career journey

*(06:14) - Anastasia dives into her book

*(09:48) - The false binary of profit vs. purpose 

*(13:24) - How brands should think about inclusive marketing 

*(20:36) - The intelligent ways to use AI in marketing 

*(28:09) - How Anastasia defines “good data”

*(40:27) - Anastasia’s recommendations for upleveling inclusive marketing strategies

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Links:

Connect with Anastasia on LinkedIn

Read Cultural Intelligence for Marketers

Visit Anastasia’s website

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Andrew Covato, Founder and Managing Director of Growth by Science. Andrew has over fifteen years of Ad and MarTech experience at eBay, Google, Meta, Netflix, and Snap. He has worked in product, strategy, growth, and go-to-market across several verticals and has advised companies of all sizes since 2012.

In this episode, Kailey and Andrew discuss the resurgence of media mix modeling, AI-driven advertising platforms, and the importance of scientific analysis in marketing strategies.

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Key Takeaways:

• How to effectively implement AI with the right data and humans
• Applying incrementality to drive successful marketing efforts
• The advantage of building scientifically-backed measurement strategies

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“If you're doing the right type of experimentation that is specifically design experiment, test and control, and you're understanding the incremental impact on high LTV user acquisition, then you can find and seek out those kind of users, just doing it in a different way. A better way, in my opinion, and certainly a more scientifically sound way.” – Andrew Covato

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Episode Timestamps:

‍*(02:50) - Andrew’s career journey

*(04:27) - Trends impacting AdTech and measurement

*(08:26) - Andrew’s advice for companies as they move away from third party cookies

*(19:33) - The intersection of politics and AI

*(29:14) - How Andrew defines “good data”

*(38:02) - Andrew’s recommendations for upleveling measurement strategies

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Links:

Connect with Andrew on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Antonia Wade, Global CMO of PwC, where she leads brand strategy for one of the world’s most trusted companies, creating flagship campaigns, and running the marketing technology stack. Previously, she was the CMO at Capita and has spearheaded global marketing teams at Thomson Reuters and Accenture. Antonia serves on the boards for ITSMA and Propolis, is a mentor for the Marketing Academy scholarship program, and has been ranked a Top 100 Marketer by Marketing Week.

In this episode, Kailey and Antonia discuss how today’s marketer should adapt in the world of AI when it comes to defining their buyer journey. From spotting the disconnects in customer journey mapping to strategizing on how to efficiently move your prospects from awareness to decision, get one (or several) steps closer to understanding your buyers better.

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Key Takeaways:

• How AI and other trends are impacting the modern buyer today
• Exploring strategies that PwC and its customers use to future-proof their marketing against the digital noise of generative content
• Suggestions to drive client loyalty and create a buyer journey fit for the modern buyer

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“Allow yourself some time and space to go on a transformation journey. As I say in the book, probably a large percentage of your budget is being spent for you. So, how much of the work is actually in service of the buyer and have you really critically thought about versus you do it because you've always done it. So, trying to figure out what is the buyer trying to do? What does your business actually need to spend marketing dollars on? Be prepared to have no sacred cows in that.” – Antonia Wade

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Episode Timestamps:

‍*(03:01) - Antonia’s career journey

*(07:43) - Trends impacting marketing and customer engagement 

*(15:43) - Antonia’s take on the B2B funnel

*(22:28) - How AI can be inserted into the B2B journey 

*(29:16) - How Antonia defines “good data”

*(38:59) - Antonia’s recommendations for upleveling customer engagement strategies

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Links:

Connect with Antonia on LinkedIn

Read Antonia’s book

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features conversations from season 2 of Good Data, Better Marketing. In this episode, you’ll hear expert advice on AI adoption and ROI, the human side of marketing, and tips on achieving a seamless customer experience. We also have an exciting announcement from your host, Kailey Raymond!

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Episode Timestamps:

‍*(01:08) - Special announcement

‍*(01:52) - AI adoption and ROI with Morgan Norman, Ilan Frank, and Pete Housely

‍*(11:33) - The human side of marketing with Kristen Maa, Ali Miller, and Andrew Mok

‍*(19:28) - Building best-in-class customer experiences with Patricia Corsi, Jessica Jensen, and Tiffany Perkins-Munn

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“This next wave of AI is how do you get everyone to adopt it and start to tinker with it? It doesn't mean that it's going to work perfectly for them, but they're going to push the envelope of what it is, getting back to you of what those features might be or how it would work better for their workflow.” – Morgan Norman

“We're continuing to really leverage all of the signals and all that wonderful first party data, to drive better outcomes and more efficient outcomes for CPGs. Altogether, it feels like the recipe for trust is not just great products. It's also engaging in those transparent conversations and building those relationships with the people behind the budgets.That's also what I love about CPG.” – Ali Miller

“There are lots of businesses that are using social media, not only for marketing, but also for customer service. Actively engaging with customers on the platform, addressing their concerns, building relationships. This, to me, is a real opportunity for digital transformation and AI to maximize the work that's happening.” – Tiffany Perkins-Munn

Links:

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Jacqueline Woods, CMO of Teradata and David Chan, Managing Director of Deloitte Digital. Jacqueline is an executive with 30 years of experience leading marketing efforts at Fortune 100 companies including IBM, GE, Oracle, and Verizon. David has spent his career partnering with clients to digitally transform their organizations by enabling key CX capabilities to creatively solve complex business problems.

In this episode, Kailey sits down with Jacqueline and David for a panel discussion on the top CX trends, AI predictions for the year ahead, and omni-channel, real-time personalization.

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Key Takeaways:

• According to Jacqueline, data is more like water than oil. In order for AI to have real impact, your data needs to be clean with a traceable lineage.
• While real-time personalization is important to customers, what matters most is the messages being delivered to them are contextually relevant to their experience.
• With the world going cookieless, you should measure how much your business relies on third party cookies and then figure out how much to invest in first party data services to support the gap.

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“I often talk about data – it's not like oil. To me, it's more like water. You have a lot of water that's not usable. You have a lot of things in data today that aren't usable. Now, in order for AI to be really impactful in your organization, it has to start with data. Do you have clean data? Is that data pristine? Do you know the lineage of the data? Because, AI is nothing if it doesn't have clean data to essentially build intelligence off of, particularly when you talk about generative AI.” – Jacqueline Woods

“Everyone wants real-time personalization. What that means is the data has to be real-time collected. Data has to be real-time processed. Data has to be real-time curated to be made of some sort of business sense to then activate on in real-time. To me, what matters more is less about whether it's real-time, because just faster is not always better. It's about how contextually relevant the message is being returned to the customer from the brand. That is more meaningful.” – David Chan

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Episode Timestamps:

‍*(03:44) - Jacqueline and David’s career journeys

*(07:27) - AI trends in 2024

*(26:43) - The need for omni-channel, real-time personalization

*(34:57) - Trust and privacy

‍*(44:05) -  2024 CX predictions

*(52:22) - Jacqueline and David’s recommendations for staying ahead of the CX curve

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Links:

Connect with Jacqueline on LinkedIn

Connect with David on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Dr. Tiffany Perkins-Munn, Head of Marketing Data & Analytics at J.P. Morgan Chase. Tiffany has a Ph.D. in Social-Personality Psychology with an interdisciplinary focus on Advanced Quantitative Methods. Her work is the subject of various lectures on psychology, statistics, and their real-world applications. Tiffany coordinates strategies to identify objectives, expose patterns, and implement game-changing solutions.

In this episode, Kailey sits down with Tiffany to discuss opportunities in AI, the power of self-service tools, and improving customer experience through social media.

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Key Takeaways:

• Social media is a powerful mechanism for communication and community for customers. These channels allow marketers to address customer concerns, resolve their issues, and build lasting relationships.
• In 2024, expect to see companies leveraging digital transformation, self-service tools, and omnichannel customer service to create an excellent customer experience.
• AI sparked fear that it would take away jobs from humans. However, AI is proving to actually create jobs with new roles like prompt engineer.

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“There are lots of businesses that are using social media, not only for marketing, but also for customer service. Actively engaging with customers on the platform, addressing their concerns, building relationships. This, to me, is a real opportunity for digital transformation and AI to maximize the work that's happening.” – Tiffany Perkins-Munn

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Episode Timestamps:

‍*(02:59) - Tiffany’s career journey

*(06:16) - Trends in the customer experience journey  

*(15:19) - AI trends and use cases in 2024 

*(27:36) - How Tiffany defines “good data”

‍*(33:25) - An example of another company doing it right with customer engagement (hint: it’s Zappos, Ritz Carlton, and local businesses)

*(36:46) - Tiffany’s recommendations for upleveling customer experience strategies

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Links:

Connect with Tiffany on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Shay Howe, Chief Marketing Officer at ActiveCampaign, where he leads the marketing, customer activation, partnership, platform strategy, and Postmark teams. Previously, Shay has led product teams at Belly, Yello, and Groupon, and has also held in-residence roles as an advisor with Techstars and Lightbank VC.

In this episode, Kailey and Shay discuss PLG and SLG handoffs, customer activation teams, and the importance of owned channels.

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Key Takeaways:

• Owned channels like websites, email lists, and podcasts can often be overlooked in the customer experience journey. However, these channels are critical because they allow you to control your messaging, collect data without a third party, and nurture relationships with customers directly.
• If you want to improve your customer experience, get out of the building and talk with your customers. Figure out what part of the process they have enjoyed or where their pain points are, and then find ways to evolve that through AI or automation.
• Be careful not to over-automate parts of your business that make you unique. Learn where human touch is relevant so your customers can form a relationship with you, and only automate areas that can take mundane tasks off your plate.

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“We're doing a lot to help folks build relationships with their customers through those owned assets, put them in places where they can control more of that owned message, and then they can collect the data themselves, not rely on third parties to do that. You're also driving traffic back to your own owned assets. It becomes your own little flywheel, which is important.” – Shay Howe

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Episode Timestamps:

‍*(02:57) - Shay’s career journey

*(07:59) - How Shay is enabling his team to build personalized experiences

*(12:56) - How PLG and SLG can complement each other 

*(21:35) - How ActiveCampaign is using AI

*(29:36) - The pitfalls of automation

*(37:28) - How Shay defines “good data”

‍*(39:19) - An example of another company doing it right with customer engagement (hint: it’s Chewy and ChartMogul)

*(40:54) - Shay’s recommendations for upleveling customer experience strategies

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Links:

Connect with Shay on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Jessica Jensen, Chief Marketing Officer at Indeed. She is responsible for brand, communication, product, and acquisition marketing globally. Prior to Indeed, Jessica served as CMO at OpenTable and led B2B marketing for Facebook, Instagram, and Messenger. She also held leadership roles at Apple and Yahoo!

In this episode, Kailey sits down with Jessica to discuss the innovation of matching technology, pay transparency, and elevating employer and candidate experience strategies with AI.

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Key Takeaways:

• When trying to find the right candidates for the right jobs, matching technology is imperative. It is able to employ deep specificity and find job seekers with stand-out qualifications and certifications. This technology also improves close rates on the employer side and personalized experiences on the candidate side.
• Having data that is structured, accessible, governed, and used with human insight enables the right access for the right teams and that it’s used appropriately. You can avoid broken data pipelines and governance issues by being intentional about where the data lives and who has access to it.
• When implementing AI, it’s critical to have humans in the loop to snuff out biases. Relying solely on what AI produces can lead to imagery and descriptions that are not inclusive of humanity, and will further replicate problems in our society.

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“We have to be the ones who control the machines. Ensuring that we are creating the imagery and the descriptions that are inclusive of humanity and not just relying on what AI pulls and chews up and spits out, is something that we're really investing a lot of energy in. I really hope that companies are thinking very critically about that because if we let AI run rampant, it will reproduce the problems in society.” – Jessica Jensen

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Episode Timestamps:

‍*(03:11) - Jessica’s career journey

‍*(06:51) - Trends in the customer experience journey at Indeed

*(10:53) - How Indeed is using AI to elevate employer and candidate experience strategies

*(17:28) - How Indeed uses matching technology to find candidates for employers

*(27:44) - How Jessica defines “good data”

‍*(35:42) - An example of another company doing it right with customer engagement (hint: it’s TurboTax and Virgin America)

*(42:00) - Jessica’s recommendations for upleveling customer experience strategies

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Links:

Connect with Jessica on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

This episode features an interview with Patricia Corsi, Chief Marketing and Information Officer at Bayer – Consumer Health. She has over 20 years of international brand-building and digital experience in the consumer goods industry. Previously, Patricia served as the CMO of Heineken Mexico and held leadership roles at Unilever, Kraft, Johnson & Johnson, and Sony Music. 

In this episode, Kailey and Patricia discuss creating a frictionless consumer journey, how AI can accelerate capabilities, and building trust with consumers.

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Key Takeaways:

• When facing noisy and complex times, it’s important to connect with consumers in a time and place when it’s needed. Whether that’s through apps or platforms, connectivity creates a frictionless consumer experience.
• Technology and data have helped us move away from a reactive state when it comes to healthcare. These tools help us have engaging conversations with consumers and create proactive health behaviors.
• Using data collected by AI, marketers can identify insights into how to best support consumers on their journey to better health.

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“We tend to be very reactive to our health, when we know we are getting older. This is the role that we need to play, especially now using data and technology. We can have a much more engaging conversation directly to the consumer and maybe, for the first time, change this behavior of people towards their health on being less reactive and a little bit more proactive.” – Patricia Corsi

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Episode Timestamps:

‍*(03:03) - Patricia’s career journey

‍*(08:46) - Trends in the consumer experience journey at Bayer – Consumer Health

‍*(17:26) - How Bayer – Consumer Health is implementing AI

‍*(28:14) - An example of another company doing it right with consumer engagement (hint: it’s Movember, Cadbury, and Spotify) 

‍*(30:55) - Changes in consumer experience in the next 6-12 months

*(32:41) - Patricia’s recommendations for upleveling consumer experience strategies

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Links:

Connect with Patricia on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

-------------------

Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com