In episode 40 of the Customers Who Click podcast I spoke with Sarah Krstyen Moss about data and how to integrate it into video advertising.

You know me, I’m all about the data and leveraging it to drive better results in the future. However, the big mistake I see brands making on a daily basis is collecting a ton of data but not fully understanding what the statistics say and how to use it to their advantage.

Because essentially, data is just that - a bunch of numbers that don’t mean anything until they’re analysed and then, converted into actionable insight. On top of this, there’s integrating everything you learn into the creative & media side of things.

Sarah is Director of Media & Analytics at Molio Inc. that specialises in creating online video campaigns that not only drive results for their clients but also insights that later inform future campaigns. Sarah’s journey with data analysis began as a biostatistician in paediatrics where she felt like something was missing in her life - until she met my previous guest, the CEO of Molio, Jeff Davis.