Marketer’s Alchemy: Turning Data Into Gold

In this episode, Kathryn mixes marketing magic with Jennifer Warren, VP of Global Brand Marketing and Creative at Indeed. They discuss the intersection of brand and performance marketing, the challenge of proving the value of brand efforts and Indeed’s experiments with social listening. 

Guest Quote:

 

• “ One of the things that we have done to help build faith in things like media mix modeling is calibrate the model based on different information. So whether it's experiments, clean room experiments that we're doing or using last click data, we use that to look at what we're learning from our model, for example, and say, ‘okay, this is like out of line. So that means we should probe a little bit more on this channel and what the model is telling us’. Last click is a lot simpler to measure, so it's a lot easier to put your faith in that. When I think about performance marketing, that was for a long time the way everything was measured. But as the world has become more complicated,  I've had to really work hard at trying to demonstrate that brand and performance are things that work together.’

Episode Breakdown: 

[03:02] Alchemy Unveiled

Attribution and proving the value of brand: While last click may be easier to measure, it doesn’t tell the full picture. There is huge value in brand initiatives, even if it is harder to calculate. 

[17:34] From Nuggets to Campaign Gold

Listen to the market: Indeed experimented with social listening tools that allowed them to better position and educate their customers, avoiding costly mistakes. 

[24:24] Gold Rush!

Brandformance is the way to go: Brand versus performance is a false dichotomy. The two functions should be in lock-step with each other, driving impact together. 

 

Links & Resources:

Connect with Kathryn: https://www.linkedin.com/in/kathrynturnoff/

Connect with Jennifer: https://www.linkedin.com/in/jenniferstilleywarren/

Learn more about Deluxe: https://www.deluxe.com/

Learn more about Indeed: https://www.linkedin.com/company/indeed-com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Kathryn speaks with Joshua Brost, VP of Marketing at Pie Insurance. They discuss managing dual B2B and B2C marketing strategies, highlighting key data metrics and innovative campaigns used to resurrect partners and retarget abandoned carts. 

Guest Quote:

• “ We can acquire partners all we want. But eventually some subset of partners, and often not a small subset, go completely dormant. They stop sending business our way. And we wanted to figure out a way to understand, one, why are you not submitting business anymore? And then two, to resurrect the dead. And so we built this campaign that starts with an embedded survey in an email that gives them a very easy way to click, 'Hey, why have you stopped submitting business with us?' And then depending on that answer, they get put into unique content tracks to help get them active again. Including, uh, in, in certain tracks, uh, a meeting with our BD team to go over whatever concerns or whatever issues they've had.It's been running for, I'd say roughly a year and we've already generated over $3 million in premium from formerly dead agencies.”

Episode Breakdown: 

[02:06] Alchemy Unveiled

When brand is done right, all boats rise: Brand attribution is challenging, but if you come into a company that hasn’t invested in brand, it is worth adjusting your strategy.

[16:57] From Nuggets to Campaign Gold

Resurrecting dead leads: When prospects go cold, you can find success in leveraging e-commerce strategies to retarget and re-engage. 

[29:54] Gold Rush!

You can’t fake caring. Authenticity, and true investment in your customers is the only path forward. 

Links & Resources:

Connect with Kathryn: https://www.linkedin.com/in/kathrynturnoff/

Connect with Joshua: https://www.linkedin.com/in/joshuabrost/

Learn more about Deluxe: https://www.deluxe.com/

Learn more about Pie Insurance: https://www.linkedin.com/company/pieinsurance/

Marketer's Alchemy Website: https://www.deluxe.com/resources/marketers-alchemy/ 

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

n this episode, Kathryn talks with Lindsay Hanson, Chief Marketing Officer at John Hancock and Global Head of Behavioral Insurance at Manulife. They discuss how data can dispel business-damaging myths about the customer and the ways that John Hancock is better able to understand their customers through their data. Lindsay also dives into their use of data and behavioral science to engage customers and impact their health for the better. 

Guest Quote:

• “ We went ahead on this myth busting, myth busting trail. One, was that this was really going to be, our program was gonna be impacted by age. Older people may not want to engage over certain age groups. They're not digital, they're not gonna go onto your mobile app. And we said, okay, let's actually test that. And so we put our customers into different cohorts and we said, okay, let's separate them by decades. Every 10 years, let's take a look at it. And one of our highest engaged populations is between 70 and 80 of actually getting into our app. Four times a day, they're in our mobile app. And if I think of, as a consumer, how many apps am I going to four times a day? You don't think of life insurance or insurance in general.”

Episode Breakdown: 

[02:06] Alchemy Unveiled

Busting myths with data: Stories that are told about groups of consumers or different demographics may be false. Look to the data to determine how to best serve your customers, you may be surprised by what you learn. 

[16:57] From Nuggets to Campaign Gold

Customer stories as a catalyst for change: Strong stories campaigns will have a balance between head and heart, and for John Hancock, they also empower the consumer to take control of their health. 

[29:54] Gold Rush!

Data and marketing is limitless: The opportunity is limitless. There are so many ways to leverage data in marketing, and the challenge is pulling the data together in a way that reaches your goals. 

Links & Resources:

Connect with Kathryn

Connect with Lindsay

Learn more about Deluxe

Learn more about John Hancock

Marketer's Alchemy Website: https://www.deluxe.com/resources/marketers-alchemy/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

 In this episode, Kathryn speaks with Liz Teran, Chief Marketing Officer at Owlet Baby Care, discussing how to market to a rapidly changing addressable market with very short buying cycles. Liz shares her insights into leveraging both quantitative and qualitative data, as well as how they tweak their messaging to accommodate for different mindsets throughout the buyers’ pregnancy journey. 

Guest Quote:

•  “Owlet has one of the largest infant health data sets in the world. so this is really exciting. We're just getting started, but there's so many opportunities for us to use that information to, you know, empower parents further to just delight them in their product experience. For example, things we're talking about but haven't implemented yet, might be like, ‘Oh, we can see that your baby woke several times last night. It looks like you had a rough night, mom. You know, here's a Starbucks gift card on us. Have a good day.’ You know, so it's not just the product pieces of like, oh, your child might be getting sick, or this, you know, key health metric has changed for them, but also just provide them a delightful brand experience as well. And I think that's really magical.”

Episode Breakdown: 

[03:51] Alchemy Unveiled: Take the path less traveled

Digging into the data often leads you down a path that differs from industry trends or traditional approaches. Make sure to leverage scrappy, intuitive data to truly understand buyer needs. 

 

[11:09] From Nuggets to Campaign Gold: Nothing beats word-of-mouth

When Owlet learned that 50 percent of their customers first heard of them through a friend or family member, they changed their strategy, leaning into parent stories over features. 

[20:02] Gold Rush! Gain Inspiration As a Consumer 

Sometimes, the best inspiration and way to get a pulse on the marketing industry, is to pay attention to what grabs you as as a consumer. Pull inspiration from other disciplines and keep your marketing hat on as you move through the world (and in the internet). 

 

Links & Resources:

Connect with Kathryn

Connect with Liz

Learn more about Deluxe

Learn more about Owlet Baby Care

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Kathryn talks with Mary Ann Donaghy, Chief Marketing and Customer Experience Officer of ZIPS Cleaners, discussing marketing in a franchise business and understanding the mindset of your customer. Mary Ann shares how they have leveraged a consumer research project to better understand customer demographics and behavior, highlighting the significance of consumer insights. She also covers strategies for opening new franchise locations and their efforts to reach a younger consumer. 

Guest Quote:

• "We saw that our customers bring in a broader range of items than other customers.  You know, so their whole mindset is very different. They didn't care as much about bells and whistles, you know, they didn't care about having a free bottle of water or coffee or, you know, wooden hangers or things that a higher end dry cleaner might provide. They want a good solid cleaning, they want it fast, and they want it cheap because they're bringing in, you know, a lot of items every week. So, super interesting and it also then gave us a baseline for what we would do moving forward from a messaging, and targeting standpoint."

Episode Breakdown: 

[01:58] Alchemy Unveiled: Understand the customer mindset 

Unique and specific aspects of your customer mindset influence their buying behavior. Mary Ann discusses leveraging a consumer research project to guide marketing decisions. 

[18:27] From Nuggets to Campaign Gold: Tapping into underlying emotion 

Researching and tapping into emotional drivers is key to a successful campaign. Mary and her team made sure to tap into the emotional side of decisions in their UMC campaign. 

[30:22] Gold Rush: Data reveals opportunities 

You can’t understand the opportunities in front of you without data. It is essential to understand the direction you want to pursue. 

 

Links & Resources:

Connect with Kathryn

Connect with Mary Ann

Learn more about Deluxe

Learn more about ZIPS Cleaners

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Kathryn talks with Ari Sheinkin, CMO, IBM Consulting, discussing how data and testing unleashes creative potential. Ari dives into the 'data first' principle at IBM, the importance of understanding customers through data, and how this approach impacts marketing decisions. He also talks about an exciting campaign at Grand Central Station and how AI is improving campaigns. 

Guest Quote:

• So a lot of the data science that I'm spending time now back with my old team is the idea of buying groups.  And the complexity of the buying dynamics when you have to message and engage with 17 different stakeholders and all their influencers at the same time.  And there's some really good insight that's come out of it, for instance, for us, is if we can get to four members or more of the buying group within 60 days, that's the trigger for us. Which we never really understood before. We thought there's lots of them, let's just throw our marketing out there. But it really ends up being what we call the four plus model. Four or more members of the buying group in 60 days on message, and we see a four times increase in our conversion rates.

Episode Breakdown: 

[03:07] Alchemy Unveiled: The data science of buying committees

Buying committees are very complex and marketing to them can feel like a major challenge. Ari gives us insights into the data science that has transformed how they reach large groups of stakeholders. 

[12:26] From Nuggets to Campaign Gold: Grabbing attention in Grand Central Station

Taking the tension out of the demand problem - don’t rush straight to demand. Taking the approach to introduce yourself and share information, instead of selling, can drive engagement in an impressive way. 

[26:01] Gold Rush: There’s no tension between data and creativity 

Data should never stop someone from being creative. It should allow creativity to exist in a testable framework, allowing for experimentation. 
 

Links & Resources:

Connect with Kathryn

Connect with Ari

Learn more about Deluxe

Learn more about IBM

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In 2024, Marketer’s Alchemy welcomed some of the most brilliant pioneers in their fields - leaders from Nationwide, Meta, PepsiCo, and many more.

As we often say on this show: marketing is an art, and data is a science. Our guests embodied that philosophy, sharing what’s top of mind for them, the successes and challenges of their campaigns, and their visions for the future.

In this special episode, we’re bringing you the highlights - the very best insights from last year’s conversations.

To listen to or watch the full episodes, check out the links below:

• Natalia Lumpkin, PepsiCo
• Chris Villareal, Meta
• Tiffany Grinstead, Nationwide
• Llibert Argerich, Thumbtack
• Clare Dorrian, SugarCRM
• Jasper Martens, PensionBee
• Rachel Sterling, Identity Digital
• Andrew Fujii, LGA
• Dan Westhues, Central Bank

Links & Resources:

Connect with Kathryn

Learn more about Deluxe

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Kathryn talks with Alejandra Denda, CMO of The Federal Savings Bank, discussing the importance of data in marketing and strategic modernization of traditional brands. She shares insightful experiences from her time at CPG brands like Huggies and underscores the necessity for educational outreach and a holistic consumer experience in home lending. Alejandra also talks about what she’s currently teaching her students at Northwestern and what it means to build brands in today’s environment.

Alejandra:

“There's like tons of data in today’s environment and sometimes it can be overwhelming. But I think the most important piece, for us, it's to start defining a clear goal. In any type of process is what are we trying to look at? So we start always with a goal in mind and then look at kind of like gather the data from the different sources. So as I mentioned, kind of like website analytics, GA, the CRM system, social media, consumer surveys. So it's a mix of really omni-channel, digital data, and also brick and mortar data from sales and from other teams and organizations and put all that together and we start working as a team understanding findings. So there's a lot of all types of whiteboarding exercises of getting all the data, consolidating, sharing, and understanding how we are going to process the data, what's kind of the insight behind that, and then building a roadmap of execution.”

Episode Breakdown: 

[02:12] Alchemy Unveiled: Data is key

In today's data-driven landscape, understanding customer behavior through metrics like engagement, campaign performance, and lead generation is key to developing targeted, effective solutions. By combining data from various digital and brick-and-mortar sources, businesses can refine their brand strategy, optimize customer engagement, and modernize their approach to better connect with diverse consumer segments, ensuring that values and new digital strategies are seamlessly integrated for future growth for both traditional and iconic brands.

[12:59] From Nuggets to Campaign Gold: From mortgage to diapers 

Don’t think a mortgage and a box of diapers have anything in common? For Alejandra, a successful diapers campaign for Huggies demonstrated the importance of timing and emotional connection by engaging expectant parents months before their baby's arrival, mirroring strategies in mortgage marketing where understanding the right moment to communicate, such as during the pre-approval process, is key. Both industries rely on tailored educational content and partnerships to build trust, enhance consumer experience, and navigate complex journeys, while also maintaining strict privacy and compliance standards.

[28:26] Gold Rush: Teach what you know

With a wealth of experience, Alejandra now gives back by teaching what she knows. Her "Branding in the Digital Age" class explores how to build brands in today's dynamic landscape by combining traditional models with modern tools like AI and social media, emphasizing the importance of brand fundamentals, purpose, and inclusivity. It also highlights the challenges of navigating global markets, cultural differences, and emerging technologies, particularly AI's potential to enhance predictive analytics while ensuring ethical practices and diversity in marketing strategies.

Links & Resources:

Connect with Kathryn

Connect with Alejandra

Learn more about Deluxe

Learn more about The Federal Savings Bank

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Kathryn sits down with Jasper Martens, CMO at PensionBee. They talk about the challenges of making unexciting products more compelling, the importance of data-driven insights and use cases, and the success of PensionBee’s unique, customer-centric campaigns.

Guest Quote:

“So that's when we started to realize that emotion plays a big part in what we offer. We started to remove the product more and more from our advertising and focusing more on the emotional layer…So completely going on the actual message you're trying to portray. And I think that's been the biggest learning for me as a financial marketer is, yes, it's great to focus on problem-solution, but if you really want to establish yourself as a direct to consumer proposition, you've got to do more than just showing that, you have to hone in on what does the product actually do to your customer in the end?”

Episode Breakdown: 

[04:30] Alchemy Unveiled: Beehive data

It’s not enough to have customer data; it needs to be tailored and personalized. PensionBee focuses are three main data sources they dub “the beehive”: marketing channel data, transactional data, and behavioral data. This data helps Jasper and his team focus on what the customer actually does than simply their demographics.

[16:19] From Nuggets to Campaign Gold: It’s all about the feels

When your product resonates with consumers emotionally, you’re working on a whole new level. Jasper and his team ran the Believe in the Bee campaign solely transfixed on how their product made their customers feel, focusing on the emotional messaging instead of product features. 

[26:46] Gold Rush: An exciting retirement option

What’s Jasper's secret sauce? Taking a product that is centered around a seemingly boring product like retirement planning and making it exciting. That’s what he’s looking toward for the future of PensionBee and its offerings.

Links & Resources:

Connect with Kathryn

Connect with Jasper 

Learn more about Deluxe

Learn more about PensionBee

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Kathryn chats with Natalia Lumpkin, VP of Consumer Insights at PepsiCo. Natalia shares her inspiring career journey from studying law and political science in Poland to landing her current role in the US. They discuss the critical role of data analysis, balancing intuition with concrete data, and ever-evolving consumer behaviors, especially focusing on Gen Z. Natalia also covers the integration of digital and in-store experiences to engage consumers and build long-term loyalty.

Guest Quote:

“ I think we're not in a shortage of data…However, all of these data sources are really important for us because this is what feeds the intelligence and overall capabilities to then generate and produce actionable insights. In most places that I've been in, we have way too much data that we can absorb. So it's very important to not just have access to data, but be very clear about what we want to do with that data and collect it, not for the sake of having it, but actually for the sake of pairing it with tools and capabilities that really help us understand what we can go and do with it.”

Episode Breakdown: 

[03:56] Alchemy Unveiled: Picking up the crumbs left behind

There is no shortage of data, so the question becomes: what are we going to do with the data we have? Natalia and her team focus on the information that consumers leave behind about their behavior, likes and dislikes, and leverage this data to better inform the entire customer journey.

[18:10] From Nuggets to Campaign Gold: Getting to know Gen Z

To fit in the moment, you need to have the right product. What PepsiCo is learned is that Gen Z is all about relevant, personal experiences, so tapping into the consumer where they are at the right time is key. Both in-store and online experiences are essential for better understanding and interacting with Gen Z to create the types of experiences they are looking for through products.

[34:16] Gold Rush: Be the choice on the consumer journey

Consumer intelligence and empathy create more meaningful and delightful products. Natalia’s focus is always how to address unmet needs that elevate brand experiences. By focusing on quality, innovation, and omnichannel integration, she aims to enhance value, deliver unique moments of indulgence, and cater to diverse consumers across all touchpoints.

Links & Resources:

Connect with Kathryn

Connect with Natalia Lumpkin

Learn more about Deluxe

Learn more about PepsiCo

Get all the latest updates on pepviz

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