Know your audience

Paul and James re-introduce the concept of audience-first marketing, and how data can be used for a better understanding of audiences. They also talk about how understanding an audience, whether a large FMCG or just a smaller startup, means you need multiple data points to understand them. They also discuss the difference between data and insight and where the two diverge and how even James confuses them from time to time.

Change is difficult for any team or organisation, and is often associated with high cost.

In this episode, Paul Kelly discusses the need to incorporate change to increase profit and how essential shifting to audience first methodology in every sense is how brands will survive and grow in the future.

Language is the cornerstone of communication and essential not only to communicating with, but also in understanding data of audience sets.

In this episode, Paul discusses how there is a surprising lack of data analysis in native language and especially so in Arabic.  He describes how he created Sila to solve this problem in his region, and why it is so important for brands to get it right.

We can discuss scale in 2 ways; firstly scale of data and how that impacts insight; and the scale of the reachable audiences as a result of that insight.

In this episode, Dr. James Piecowye discusses with Paul Kelly how better decisions are made when you have the largest possible audience pool to give greater confidence in your decisions.

Understanding the framework that results in audience understanding follows the well-known path of; identify, monitor, track, reference, segment, and plan. Getting the right data is imperative to using this framework.

In this episode, Paull Kelly talks us through live examples of using the right data in the right way and how to approach 'audiences first' methodology in brand building, campaign planning or simply to better understand an audience.

Data allows for observations that drive brilliant ideas. It is easy to become over-reliant on data or misuse it to replace creative thinking.

In this episode, Dr. James Piecowye and Paul Kelly discuss where data provides value and how it should be used in the framework of ‘Audience-first’ thinking. And how to get great insights that can be transformed into ideas that connect with audiences.

Gone are the days where brands could build a product and then find (or buy) an audience for that product. Nowadays, audiences' needs and wants must be part of the product or brand that is being communicated. 

In this episode, Dr. James Piecowye and Paul Kelly talk about how to sell stuff. The reality is, the model for engaging with audiences to sell to them has not changed, what has changed is how we use the model. By rethinking our flywheel of sales and thinking audience first, not product, we can have a profound impact on our marketing outcomes.

Digital and social content creators have expanded beyond the 'influencer'. Entertainers, artists, and brands alike are collaborating to cross-pollinate and create new audiences for all content irrespective of form. 

In this episode, Dr. James Piecowye and Paul Kelly talk about the role of the creator, not so much as a disruptive force, but as an audience enabler.

With the digital proliferation taking place before our eyes, the influencer isn't going away anytime soon. And this offers us another way to get to our audience in an authentic way.

In this episode, Paul Kelly talks about the role of the creator and how they have kept up with the transformative digital content world and harnessed the power of the true influence of an audience. 

Paul looks at how brands can unpack this and grow the size of and connection with their customers. 

With measurement being defined by the platforms that sell us the real estate, it is becoming increasingly difficult to find commonality within metrics. Naming conventions are being misrepresented with newer formats replacing old. And so the big question becomes, do marketers truly understand the metrics they are performing against?

In this episode, Dr. James Piecowye and Paul Kelly take a step back and explore what we actually can learn from social media metrics.