Data Driven Voices - A Podcast by Avaus

In this episode of Data Driven Voices, host Emma Storbacka is joined by Nina Rancken, Customer Engagement Lead at OP Pohjola. They dive deep into OP's pioneering, AI-based MarTech journey – a six-year transformation that required a fundamental cultural shift, not just a technological one. 

Chapters 

(00:00) - Introduction and Welcome

(01:44) - Nina’s Background - from Nokia to OP

(03:49) - OP Pohjola and Its Forward-Looking, Agile Culture

(07:53) - The AI-based MarTech Journey and the Cultural Change

(13:56) - The Four Key Strategic Principles 

(16:55) - Current Capabilities in 2025: 8 Channels and 350 Next Best Actions

(19:15) - How AI Drives Next Best Action Decisioning and the Improved Key KPIs (Engagement and Contract Conversions)

(24:52) - Operating Model Changes and Governance Forums

(30:18) - Lessons Learned: The Need for a Clear Holistic Owner

(32:40) - Future Potential

(41:36)  - Change Management Lessons and Best Practices

https://www.op.fi/en/home-page

In this episode of Data Driven Voice, host Emma Storbacka sits down with Anette Tannerfeldt, CEO at Swedma and Jari Perko, CEO at ASML to unpack profiling, privacy, and performance in modern marketing. From Europe’s regulatory headwinds to the rise of Temu and Shein, they examine why so much data goes unused, where Nordic brands are falling behind, and how courage, ethics, and first-party smarts can turn compliance into competitive edge.

Chapters

00:37 — Welcome & The Regulatory Battlefield

07:30 — Profiling: Human Nature vs. Digital Risk

11:48 — The Martech Utilization Crisis

19:50 — The Temu and Shein Effect

21:30 — The Competitiveness Battle: Europe vs. China

31:26 — The Path Forward: Courage and Collaboration

37:24 — Conclusion & advice for companies

https://www.swedma.se/

https://asml.fi/

In this episode of Data Driven Voices, host Emma Storbacka sits down with our Head of AI at Avaus, Eric Hörberg, to explore how organizations can leverage AI for meaningful business impact, while navigating the challenges, fears, and “sleepless nights” that come with rapid technological change.

• Introduction (00:00)
• AI, fear, and sleepless nights (01:23)
• Eric's AI journey: From 2010 to today (06:20)
• Generative AI and Its Growing Impact (12:30)
• AI in Business: Beyond Content Creation (17:25)
• The AI Workflow: Integrating AI into Existing Processes (25:30)
• AI in B2B and Marketing: Where the Real Value Lies (29:10)
• The Leadership Challenge: Embracing AI for Business Growth (33:40)
• Final thoughts & key takeaways (36:00)

This episode of Data-Driven Voices is a little bit different. It's an AI-generated audio version of our MarTech and Customer Data Guide, created with NotebookLM. The guide brings together extensive expertise and customer stories, now repurposed in audio format to make the insights accessible in more ways.

We explore:

• Why omni-channel presence and hyper-personalization are now business-critical

• The shift from third-party cookies to first-party data and retail media

• How automation and AI scale content and customer engagement

• The rise of MACH architectures and composable customer data platforms

• Why operating models, data quality, and change management matter more than just the tech

📖 Download the full guide via this link: https://www.avaus.com/avaus-martech-guide/

📬 Would you like a physical copy? Reach out to us at [email protected] and we can send you one

In this episode of Data Driven Voices, host Emma Storbacka sits down with Karoliina Partanen, Director of AI Finland, to explore how the country’s leading AI network is helping companies go beyond efficiency gains and focus on real business growth.

• Introduction (00:00)

• The Role and Vision of AI Finland (06:22)

• Comparative Analysis: Finland vs. Sweden (11:48)

• AI Adoption Challenges (15:39)

• Creating an Open Atmosphere (18:42)

• Building Trust and Consistency (20:20)

• Empowering Leadership with AI Training (22:18)

• The Importance of Experiential Learning (24:25)

• Fostering Innovation through Collaborative Learning (26:11)

• Transforming Customer Experience with AI (29:04)

• Staying Informed in a Rapidly Evolving AI Landscape (32:15)

• Practical Steps for AI Integration (37:17)

• Closing Remarks (40:57)

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Neil Dickson, Head of Digital Strategy and Capabilities at Scania, to talk about what it takes to lead large-scale change in a global, industrial organization.

They explore:

• How a psychology-first mindset helps teams adapt to disruptive change

• What it means to build a real infrastructure for transformation—not just processes
• Why customer insight and local enablement beat top-down directives
• How a global ethnography project turned into a GPT-powered voice-of-the-customer engine
• Why trust, vision, and adoption—not just AI or tech—are the real change levers

AI and digitalization are moving fast—but organizational change rarely does. So how can leaders navigate complexity, win trust, and build systems that people actually use?

--> Tune in for a practical, human-centered conversation with one of the Nordics’ most thoughtful voices in data and transformation.

#DigitalTransformation #AIAdoption #ChangeLeadership #CustomerInsight #OrganizationalChange #DataDrivenVoices

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Petteri Heinonen, Chief Technology and Data Officer at Saka, to explore what it really takes to drive a company-wide digital transformation—from the ground up.

They dive into:

• How to go from scattered IT to a unified, customer-first data model
• Why tech choices should follow business outcomes—not the other way around
• The famous “gym analogy” for Martech: why tools alone won’t make you stronger
• How to prepare your data landscape for AI without chasing hype
• Why breaking down silos starts with shared ownership and trust

For Petteri, being data-driven isn’t about dashboards or architecture diagrams—it’s about staying curious, moving fast, and making sure your tools are actually used. So how can leaders cut through complexity and build tech that delivers real impact?

Tune in for a refreshing, no-BS conversation with one of the most pragmatic minds in data and tech leadership.

#MarTech #AIReadiness #DataStrategy #CustomerCentricity #DigitalTransformation #DataDrivenVoices

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Emma Spjut, Head of CRM & Marketing Automation at Dustin, for our very first Swedish-language episode. Together, they dive into the power of automation, AI, and data-driven strategy in transforming modern marketing. Summary of the episode in english is available here: https://www.avaus.com/blog/omnichannel-automation-emma-spjut-podcast/

Together, they explore:

Marketing today is no longer one-size-fits-all. It’s smart, scalable, and fueled by data. Tune in to hear how Emma Spjut and her team are shaping the future of customer communication at scale.

#MarketingAutomation #AIinMarketing #Omnichannel #DataDrivenVoices #CustomerInsights

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Samuli Tahvanainen, Head of Marketing Technology at Sanoma, to talk about the ever-evolving MarTech landscape and the shift toward composable architectures.

They dive into:

• Why MarTech is never "done"—and how to stay ahead in a fast-changing field

• The balance between technology leadership and people management

• How to reverse-engineer MarTech decisions by starting with business goals

• The role of customer-centricity in driving smarter, more relevant marketing

• Why composable MarTech is like Lego (and how to avoid getting stuck with Playmobil)

With more tools, data, and expectations than ever, MarTech leaders are under pressure to deliver results while staying agile. How can companies design flexible, scalable, and business-driven MarTech stacks?

Tune in for a sharp and honest conversation with one of the Nordics' leading MarTech experts.

#MarTech #MarketingOps #ComposableMarTech #CustomerData #MarketingTechnology #DataDrivenVoices

In this episode of Data Driven Voices, host Emma Storbacka sits down with Adam Greco, a digital analytics veteran now at Hightouch, to explore the evolution of Customer Data Platforms (CDPs) in the era of composable architectures.

Key topics include:

• The convergence of digital and customer analytics

• Why data warehouses are becoming the central hub for customer data
• 10 key benefits of composable CDPs
• Common misconceptions and challenges of composable CDPs
• How AI is transforming data-driven decision-making
• Best practices for organizations adopting a composable CDP approach

Tune in to learn how this flexible, cost-efficient model can help future-proof your marketing and analytics strategies.

#DataDriven #ComposableCDP #CustomerData #AIinMarketing #MarTech #Analytics #DataWarehouse #Personalization #MarketingTechnology