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

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Have you ever wondered about how the best key criteria to build, value and potentially sell a marcoms agency? A lot of the answers are here in less than 50 minutes!  Not only has Tony Walford built and successfully exited his own group, but he's also represented some of the best businesses in the marketing space....and shares here advice and perspective on: 

• The importance of insights
• How insights agencies should charge
• How to think about client diversification
• The 7 key value drivers for agencies 
• PE vs Strategics
• Where the M&A market for marcoms is now. 

And you'll discover how music is in the blood, with a couple of more offbeat book recommendations than we usually get!  Enjoy.....and any thoughts, recommendations or objections let me know at [email protected]

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

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Delighted to have on Rupesh Patel, Head of Consumer Insights for Samsung UK. Rupesh brings a wealth of  perspective from foundations at Kantar/ TNS,  to multiple roles at SKY, to his current position at Samsung.

The first part of our conversation dives deep into the relationship between consumer insights and media, where Rupesh gives a pragmatic guide to how consumer insight can help media planning and buying. Not least, he also offers potential solutions for two closely inter-related sectors that often haven't worked well together. 

In the second part of our conversation, Rupesh makes some great points around the importance of innovating media channels at work, as well as communication with consumers.  We also dive into key topics:

- What makes a good agency?
- What makes a bad agency?
- How should you gauge the impact of influencer marketing?
- Why market research as we used to know it is dead. 

There's lots of tangible advice in here for agencies and internal departments alike, including a clarion call for the insights sector to be brave, be bold and  break away from traditional norms....

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

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Ever wondered how research and measurement works in the world of Connected TV? How the world of advertising has evolved over the years? Are you curious about journey to lead tech and analytics at a major research and analytics firm?   

Then tune into the conversation with Tom Weiss,  CTO and Chief Data Scientist at MarketCast, who turned his childhood fascination with computers into a remarkable career, spanning from software developer to project manager launching mobile phone networks and finally landing in the world of data science and advertising.

Tom's journey is not just about the job titles, it's about the evolution of an industry through the eyes of an insider. He takes us back to the dot-com era, sharing challenges, learnings, and how he honed his skills for quick scaling and managing in a larger corporate setting like T-Mobile. As we move through the discussion, Tom deep-dives into his current role in the world of advertising and data integration. He untangles the complexities of capturing and measuring advertising impact, and the shifting paradigm from linear TV to connected TV, driven by changing consumer behaviour. 

Tom also explains the role of Automatic Content Recognition (ACR) data, integration of survey with first-party data with non-survey datasets, his view on the disruptive potential - but also the limitations - of AI in creative development. 

Tom's book recommendation:

SMALL IS BEAUTIFUL -  E.F. Schumacher

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

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What if you could run a conjoint study in a matter of hours rather than weeks?  How would then take that initial breakthrough and scale to a global business working with the likes of Pepsi, OMD and T-Mobile with  repeat, contracted revenue and long term relationships?   

Enter Peter Aschmoneit, co-founder and CEO of Quantilope,  the consumer intelligence company that's shaking up the industry. An accomplished CEO, CMO, and board advisor with a rich history in global food companies like Unilever and Danone, Peter brings his unique blend of expertise to the table as we pull back the curtain on Peter and Quantilope's journey so far, including: 

-  Moving from client to agency side
-  How tangible values help company's scale
-  Whether consumer insight companies can really be a VC proposition
- Shaking up the world of brand tracking
- The important of financial transparency
- How Quantilope implements a SaaS based approach
- Using AI as your co-pilot
- How to manage work-life balance

As well as Peter's book recommendations:

HOW BRANDS GROW: WHAT MARKETERS DON'T KNOW - Byron Sharp
BETTER BRAND HEALTH - Jenni Romaniuk
OBVIOUSLY AWESOME - April Dunford

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

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I'm delighted to be able to share the FutureView interview with Joaquim Bretcha, Director General of ESOMAR. 

Ass the leader of the global trade organization for the insights industry, Joaquim brings a  unique and deeply tenured viewpoint from major organisations on the client side such as Carrefour, to building out Netquest and several roles with ESOMAR. 

Among other topics, we address the hurdles traditional survey methods face in the realm of customer experience and user experience; key factors for success in the industry;  and  we explore the  sometimes contentious  relationship between research agencies and consultants.

Joaquim also explains ESOMAR's goals and the importance of the organisation's history, as well as the practical steps around lobbying organisations such as the EU to protect and grow the industry. 

And - of course - we have the occasional digression into things your probably didn't know about Joaquim....

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

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The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is sponsored by Human Made Machine - optimising media ROI through high quality creative testing - find out more at HumanMadeMachine.com

Delighted to publish part 2 of the interview with Avinash Kaushik. For those who haven't listened to part 1 (yet), Avinash is author of two best selling books, hugely popular blogger, former analytics evangelist at Google (among many other roles during his 16 years there) and now CSO at Croud.  

In part 2 we get into:

- Using creative testing to win before you spend
-  Matching testing to in-market performance
-   Balancing creativity & data analytics
-   Croud - what comes next
-   Looking for the next generation of leaders
-   Strong opinions, loosely held...does the mantra work
-   Avinash's best and worse characteristics....from someone who knows him very very well!

Book recommendations:

YUVAL NOAH HARARI - SAPIENS
LIU CIXIN - THE THREE BODY PROBLEM

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

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The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is sponsored by Human Made Machine - improving ROI through high quality creative testing. Find out more at HumanMadeMachine.com

Delighted to have on Avinash Kaushik, an OG of the marketing analytics world, author of two best selling books, hugely popular blogger, former analytics evangelist at Google (among many other roles during his 16 years there) and now CSO at Croud.  

He's also a fantastic interviewee.....so much so that we've split this interview into two so we don't have cut out too many of Avinash's wise words. Among other topics we cover in Part 1 are...

- Why you don't need TV in your life
-  Eat pies...just don't chart them
-  The sins of data visualisation
-   Marketing principles that have stood the test of time
-  The importance of incrementality not attribution
-  Moving analytics from data hunting to cordon bleu
-  Introducing data democracy at Google and 'win while you spend'



https://www.kaushik.net/avinash/

https://www.amazon.co.uk/Web-Analytics-2-0-Accountability-Centricity-ebook/dp/B0032ZD0IE/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=&sr=

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

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The FutureView podcast is published in conjunction with InsightPlatforms.com.

This episode is brought to you by Human Made Machine. To find how to boost your marketing ROI though fast, high quality creative testing visit HumanMadeMachine.com

Delighted to have on Jessica DeVlieger, the CEO of C Space.  Jessica shares her experiences and learnings from working on the Oprah show, to then joining C Space and progressing to become the global CEO. 

Among other areas, we cover.... 

• The importance of growing up on a farm
• Working with Oprah
• Progressing through C Space
• Making business more human
• Working with clients to find the answer
• How to build effective sales & marketing departments
• The relationship economy
• Lessons from Apple, Nokia and Nike
• How to implement successful diversity programmes
• Matching high performance and empathy

And Jessica's book recommendation:

HAMNET - Maggie O'Farrell

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

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Delighted to have on David Boyle, the founder of Audience Strategies and the co-author of PROMPT for Brands, a practical guide to using ChatGPT.  https://prompt.mba/products/prompt-ebook

 David draws on a wealth of agency and client side experience across retail and media with the likes of Harrods, Tesco, BBC Worldwide, EMI Music and Harper Collins to summarise here the pros, the cons and the practical implications of using generative AI solutions right now in the research & analytics process.  And if that's not enough.... find out how data & insights have helped guide the careers of artists like  David Guetta and Tine Tempah. 

Among other areas, we cover.... 

• What makes a good segmentation?
• Using insights in the music business
• The importance of process and Phase Zero planning
• Is ChatGPT going to put researchers out of a job? 
• The key learning rungs for effective use of ChatGPT in the insights process
• How to get the most out of prompts and enhancing proposals
• Weakness of ChatGPT
• Practical resources for researchers

And David's  book recommendations:

HOW MINDS CHANGE - David McRaney

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

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The FutureView podcast is published in conjunction with InsightPlatforms.com

Part  2 with Phill Agnew, Host of The Nudge,  the leading consumer psychology podcast providing great interviews with leading behavioural scientists and entrepreneurs, packed with evidence-backed tips to help you kick bad habits, get a raise, and grow a business. 

Among other areas, we cover.... 

• How Donald Trump uses behavioural science
• Why Greta Thunberg will become less influential
• The importance of risk in communicating your message
• How to position for a pay rise
• Emotional vs rational benefits
• How the EPL could benefit from variance effect

And Phill's book recommendations:

THE CHOICE FACTORY - Richard Shotton

INFLUENCE - Robert Chaldini

WAR DOCTOR - David Knox  

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

Suggestions, thoughts etc to [email protected]