Insights, Marketing & Data: Secrets of Success from Industry Leaders

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A pleasure to have Amy Cashman on this week’s podcast.  Amy is the CEO of Kantar’s Insights Division for the UK and Ireland.  Obviously Kantar is one of the best known and biggest names in the insights industry but a lot’s changed in recent year. So, we get into all that and more, including 

• Understanding how Kantar has evolved
• Balancing corporate responsibilities with staying in touch with clients
• How how the business thinks about  poduct development processes
• How to think about brand growth 
• The balance between measurement and advice
• Tying upper funnel to retail outcomes
• How Amy got into the industry
• Advice how to prosper in the insights world

And of course there’ something you probably wouldn’t know about Amy, as well as a few surprises in the quickfire round! 

All episodes available at  https://www.insightplatforms.com/podcasts/

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A pleasure to have on Sarah Beachler in a really great chat.  At the time of recording Sarah  was Senior Director of Consumer Insights at Nike and formerly at Meta as Global Head of Marketing Research for Reality Labs, at Google as Head of Global Consumer Insights for Hardware, Retail and Gaming and Head of Market Research and Consumer Insights at Sephora.

So, a fantastic foundation of experience to get into a range of industry issues including: 

-        How to integrate research practitioners across major corporations. 
-        Considerations in researching physical product vs software
-        Best practice to knit together product, marketing and sales research
-        The importance of integrating multiple consumer touch points 
-        What makes a good and a bad agency?
-       Avoiding unnecessary research duplication
-       Advice for young people coming into the industry

All episodes available at  https://www.insightplatforms.com/podcasts/

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So, how do influencers really contribute to marketing campaigns?  How do you measure that impact and compare with other forms of media? Enter the perfect person to get under the skin of these issues…. Gaz Alushi, President of Measurement and Analytics at Whalar, one of the leading agencies in the creators space. Gaz is formerly of Meta, Pinterest and Snap and his work has shown evidence of a 2.4x ROI from creators campaigns. We we had a great conversation, incorporating 

• How the creator economy works & how to measure success
• The importance of the elephant path
• The benefit of a consumer insight grounding 
• Lesson from establishing measurement at Facebook, Pinterest and Snap 
• How to evaluate ROI
• How brands should work with creators
• The importance of creating benchmarks and establishing the metrics that really matter
• And something you may not know about American vs European wine.

All episodes available at  https://www.insightplatforms.com/podcasts/

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What are the practical ways AI is going to change research - not just in the future, but in the here and now? Arguably, there’s no one better to talk to on that front than Kathryn Topp, the CEO and co-founder of Yabble. As Kathryn describes, she and and her co-founder, Rachel O’Shea, introduced their first generative AI tool in 2020 with Open AI since ADD and I was lucky enough to talk through:

• Integrating the insights flow into one platform
• Introducing generative AI into the platform
• How Yabble ‘generates’ data
• How to effectively use synthetic data
• Helping humans move at the speed of thought
• Solving the sample issues with virtual audiences
• Advice for young women making their way in the industry
• Yabble's business model and future plans

All episodes available at  https://www.insightplatforms.com/podcasts/

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From stingrays and hot coals (listen to find out) to building one of the leading companies in facial coding, emotion AI and behavioral leading models, Matt Celuszak of Element Human has had quite a journey. Matt’s always astute, engaging and  in this interview  we get into the issues above and more, including 

• Strengths and weakness of facial coding data
• Evaluating the intersection of claimed and behavioral data sets
• Understanding effectiveness of content for the BBC - rating vs reaction
• Using sensor date to create measurement for the influencer economy
• Measuring what’s valued, rather than just valuing what you can measure
• How to derive granular human understanding from big data sets
• How privacy works in relation to sensor data
• How behavioural learning models work
• Lessons from building a business from scratch. 

All episodes available at  https://www.insightplatforms.com/podcasts/

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The story of the pint that turned into two billion data points....well, two pints actually. However,  since sitting down with a piece of paper in his favourite pub in Manchester in 2017, Nick Richardson has built arguably the world's leading syndicated kids' research company and recently raised a £5.6m funding round to fuel further expansion.  Among other areas we cover:

- Nick's founder journey
- His tips for fund-raising and successful scaling of a business
- The market opportunity in the kids' research space
- Tools to help media planners
- Insights to guide licensing partners
- The balance between SaaS and custom research
- Why storytelling is still important within SaaS
- Moving from data reporting to predicting trends

All episodes available at  https://www.insightplatforms.com/podcasts/

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Do we really need humans for insight? Will synthetic data grow or destroy the insights market?  What on earth is synthetic data?  Check out the latest FutureView interviews with the brilliant Mike Stevens of Insight Platforms to get a great overview of one the most important new areas that will affect everyone and anyone involved with insight and data analytics.

Among other areas we cover:

-  The evolution of Insight Platforms
-  The importance of adding business context to insights
-  Characteristics of insights companies who fail (and succeed)
-  Definitions of synthetic data
-  Prospective limitations of synthetic data
-  Conversational/ augmented surveys
- The impact of LLM based analysis on the insights sector

All episodes available at  https://www.insightplatforms.com/podcasts/

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STRAT 7 is a new type of insights, analytics and data group,  specialising in customer centric growth. Since Barrie Brien took over as Group CEO in 2019 the group has grown rapidly, both through organic growth and acquistion. At the time of recording STRAT 7 incorporates Bonamy Finch, Research Bods, Jigsaw, Incite, Rainmakers and Crowd DNA. 

For anyone intrigued by the financial and strategic aspects of growing an analytics-oriented enterprise, this episode lays out the blueprint for success, as well as leaning on Barrie's fantastic perspective across the world of advertising, insights, analytics and management consulting.

Among other areas we cover: 
-  Perspective from the advertising world, from CFO at Lowe to CEO at Creston
- The importance of the creative idea...and backing it up
- Building STRAT 7
- Integrating a paid advisory practice
- The difference agencies and specialisations within the group
- Incentivising and pulling agencies together
- Working with PE and how PE works
- What STRAT 7 is looking for next
- The role of AI in advertising & consumer insights

All episodes available at  https://www.insightplatforms.com/podcasts/

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A great interviewee to start the new year - Tina Wilson, Group GP of Nielsen’s portfolio of Analytic Businesses and Ecosytem Partnerships. As most readers/ listeners will know, Nielsen is perhaps best known for its measurement currencies but Tina has overall responsibility for a major other business area: helping clients plan, evaluate and continue to optimize their marketing strategies.

This incorporates 6 different P&Ls, responsibility for around $0.5b in client revenue and Tina explains over-arching principles behind her philosophy, as well as how Nielsen had proved such a fruitful place to work, incorporating multiple roles across the organisation. for almost 27 years. We also cover:

Tina’s role in mentoring and practical means to encourage diversity in the workplace

• Nielsen’s role supporting the World Economic Forum
• The key secrets to presenting data effectively 
• Helping marketers navigate digital disruption
• Evaluating the impact of marketing spend
• How to manage cross-screen data duplication
• Balancing synthetic and human data

All episodes available at  https://www.insightplatforms.com/podcasts/

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If you’ve ever worked with a survey, attended a focus group, watching a video interview with a customer - or possibly even thought that there must be a better way to teach your kids maths - then you’ve probably worked with some of the companies Jamin Brazil has set up. 

Jamin was the co-founder and CEO of Decipher, the CEO of Confirmit, the founder and exec Chairman of HubUX, which was sold to VoxPopMe where Jamin is now the CRO. He's also an advisor/ board member  for Parsec Education, Michigan State University and Adjunct Professor at California State University. 

It was a pleasure to have such a wide-ranging conversation, getting into diverse topics such as:

- The importance of making things!
- The four key considerations for a new business venture/ product extension
- Taking vs creating market share
- The role of a Chief Revenue Officer
-  VoxPopMe's mission
-  How to shape data so it sticks
- Giving back to Central California
-  Helping schools and changing how kids learn

All episodes available at  https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to [email protected]