In this week’s episode of Data Unlocked, Jason interviews Christopher Harrison, the CEO of FullContact.

Christopher is an analytics and marketing expert with thirty years of experience in marketing technology. He has worked with hundreds of brands and worn several hats, from engineer to data architect, before landing his current CEO role.

Today, he is at the head of FullContact, a company that specializes in identity resolution for marketing and advertising.

An Inc. 5000 company, FullContact is a leader in the identity resolution and insights industry and has worked alongside others such as Epsilon, Hero Digital, Placekey, and more.

Today, Christopher is here to discuss the role and future of identity in marketing, how identity resolution can help companies understand their customers better, their ongoing partnership with us, and more!

Ready to learn?

Let’s dive in!

Key Takeaways:

Intro (00:00)

Meet the CEO of FullContact (01:02)

How can Identity help you build a better view of your customer (02:37)

Some examples from Christopher (07:34)

How identity resolution works (13:02)

How FullContact and Simon Data work together (17:45)

Additional Resources:

Learn more about FullContact here.

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Listen to our episode with Bill Stratton and Tom Tunguz here.

Read about Simon Data’s announcement featuring Identity+ here.

Learn more about us here.

Follow us on LinkedIn, Twitter, and Instagram.

If you enjoyed this episode, please follow, rate, and leave a review on your favorite podcast platform!

In this week’s episode of Data Unlocked, Jason interviews Erik Huberman of Hawke Media.

CEO, marketer, public speaker, thought leader, and author, Erik is a jack of all trades when it comes to marketing.

His startup company, Hawke Media, runs marketing for over 600 brands! They help large and small companies grow through branding, production, media buying, content marketing, and more…

Some of their most famous clients include big names such as Red Bull, HP, Raden, and Verizon Wireless.

Recently, they’ve also come out with their own marketing bible, The Hawke Method. The book encompasses everything about their brilliant methodology.

Today, Erik is here to discuss the North Star metric, how brands can leverage data to become fully customer-centric, the importance of tracking your purchase cycle, and more.

Ready?

Let’s dive in!

Key Takeaways:

Intro (00:00)

Meet Erik Huberman (00:47)

About North Star (02:25)

The importance of knowing your purchase cycle (03:25)

Why you should read between the lines (10:20)

Let’s go back in time (14:02)

Diversify your marketing strategy (19:40)

Discussing Net Dollar Retention (22:39)

Additional Resources:

Learn more about Erik and Hawke Media here.

Get The Hawke Method by Erik Huberman here.

>>

Learn more about us here.

Follow us on LinkedIn, Twitter, and Instagram.

If you enjoyed this episode, please follow, rate, and leave a review on your favorite podcast platform!

Having access to data is so much more than just deploying and using them for marketing initiatives. As marketers, you should also take into consideration the security aspect of handling the data, turning them into actionable insights, and sustaining customer engagement. Rajesh Midha, CEO of Bottle Rocket and President of Ogilvy Experience, shares his insights on how companies can effectively use data to drive business outcomes.

Don't miss it and learn more from our latest podcast episode.

In this episode of Data Unlocked, Jason is joined by Michael Katz, CEO and Founder of mParticle, a Customer Data Platform (CDP) founded in 2013. Jason & Michael dissect the aspect of the CDP category and consider the basics around the data value chain - starting with collection, governance, and aggregation - and ending with marketing & business enablement to affect data-driven outcomes across segmentation, personalization, and cross-channel targeting.

The two then go on to discuss emerging technologies in the modern data stack, reverse ETL, and a next-generation set of MarTech tools & channels. Finally, they chat about the future of the CDP - including a dissection of Simon Data & mParticle’s respective offerings and how the two solutions can and do co-exist today to drive great business outcomes.

What are you trying to do with data?
How is it going to create value for your enterprise?
What are the specific deployments for that?
How is it going to make your customer service center more effective?
What information do they need to be responsive when somebody calls up with a problem?

Start with these questions and work backwards.

Data exists in organizations, but it's locked away in various places and not necessarily deployed at business goals. There are technical, organizational, and practical reasons for that.

Matt Greitzer, Co-Founder of Actable, highlights that data, when collected, organized, and analyzed well, can result in useful insights that can drive great business value. 

TLDR: It’s important to make data accessible to those who can drive business outcomes. 

Don't miss out on this insight and more. Listen to the Data Unlocked podcast now!

The data supply chain as we know it is going to evolve over the next decade and then some. Our partners, Snowflake and Redpoint are driving this change.

Find out more by listening to the latest episode of Data Unlocked featuring Bill Stratton, Head of Media and Advertising Vertical at Snowflake, and Tom Tunguz, Managing Director and Partner at Redpoint Ventures, as they share their valuable insights and perspective on the Decade of Data with Jason Davis.

Reverse ETL is (not surprisingly) the opposite of the traditional ETL process. Its goal is to take data from your data warehouse and send it back to business intelligence, marketing, sales, and operations tools. This process then makes customer data actionable. 

"Data warehouses contain a lot of data that is typically used to drive analytics, reporting, and so on. These unique data points and insights are locked inside the warehouse and only leveraged for analytics purposes. Reverse ETL allows you to instead take action on that data by syncing it into other business tools."

On our latest episode at the Data Unlocked Podcast, Jason Davis, CEO and Co-Founder at Simon Data; and Josh Curl, Co-Founder & CTO at Hightouch sit down and talk about Reverse ETL: What, How and Why It's Taking Off. Listen to this exclusive conversation on Reverse ETL, Hightouch, where people are getting stuck with data and how people can unlock better marketing with better data capabilities.

Your customers are leaving a digital footprint with you every day. There's so much potential to your strategy when you can unlock the power of your data.

You need to know where data is in your strategy.
You need to know where data is in your business plans.

Ask the right questions:
Where do people get stuck with problems around data?
Where could data play a role?

Our latest episode of Data Unlocked features Sara Tresch, SVP, Digital Transformation & User Experience at Charles Schwab. She shares her unique perspective on technology, customer experience, and marketing, and how this integrates into people, processes, and systems.

Betterment is transforming what good email marketing looks like for financial institutions.

Mike Reust, President at Betterment, shared how you can authentically engage people with the right personalized message and at the right time.  We all know what’s it’s like to receive 50 emails a day that isn’t relevant.  Marketing emails should instead focus on personalized engagement with relevant content that focuses on value.

An interesting way Betterment does this is by thinking about their customer journey and even psychologically what a customer might be experiencing, for example, 30 days in—then delivering them just the right piece of personalized content at that time.

Brands and consumer marketers still have a long way to go when it comes to understanding consumer intentionality.

Imagine you're helping your friend pick out a new car to buy.  You conduct research on behalf of your friend.  Your friend buys the car you recommend, and then for the next two months, you receive ads to buy a new car.

According to Brad Jakeman, this is a typical example of a brand not truly understanding the consumer's intention.  Intentionality goes far beyond behaviors on a surface level, such as searching for a new car in this case.  

Suppose the brand was to leverage data correctly to understand that you are helping your friend pick out a new car and not buy one yourself. In that case, the brand could deploy a very different, more effective, and less intentional marketing strategy.

Check out the latest episode of the Data Unlocked podcast to hear more insights on Leveraging Data & Understanding Consumer Intentionality To Drive Better Experiences.