In an era of constant technological upheaval, distinguishing a world-changing innovation from a "shiny new syndrome" is a critical business skill. In this episode of The Orchestration Podcast from ⁠Iridio℠ by RRD⁠, Chief Product Officer Paul Mandeville discusses how marketing leaders can move their businesses forward by balancing market noise with authentic client feedback.

From the rapid rise of paid social advertising to the speculative hype of the Metaverse, Paul shares real-world case studies on when to go "all in" and when to pivot to a thought-leadership approach instead of a product investment.

Key takeaways include:

• Why your existing infrastructure for surveying clients is your first line of defense against poor investments.

• How to apply frameworks to manage a balanced portfolio of bread-and-butter products and high-risk incubations.

• The importance of moving from concept to "test and learn" environments quickly to gather quantitative and qualitative data.

• How to shift from a "firefighting" mentality to a culture that supports rule-breaking within designated incubation zones.

When marketing technology stacks become overly complex and bloated with unnecessary tools and capabilities, many CMOs are left struggling with vendor complexity and diminishing returns. The answer isn’t to chase the next monolithic, do-it-all system. It's time to stop being promised the moon by vendors and start building a solution that can grow and shrink as your business demands.

In this episode of The Orchestration Podcast from Iridio℠ by RRD, we explore the idea of composable technology. Paul Mandeville, Chief Product Officer, and Kevin Ulland, Vice President of Product Management, share Iridio’s perspective on what composable technology is, why it matters, and how to build a MarTech stack that truly works better for your business.

Key takeaways include:

• Understand the purely technical and the expanding philosophical definitions of a composable stack and how it enables you to scale your capabilities as needed.

• Learn why getting your "data house in order" is the currency of the future and the foundation of a robust and compliant marketing system.

• Discover why a coordinating hub is crucial for privacy compliance, a single source of truth for your customers, and escaping inflated vendor ROI claims.

• Gain insight into how clear marketing outcomes — not shiny new technology — should drive your decisions and help you avoid the endless vendor churn.

In a marketing landscape with so much data that is available, how do we go from seeing – and being overwhelmed by – the information to truly understanding and driving insight?

In this episode of The Orchestration Podcast from Iridio℠ by RRD, Kevin Bell tackles this question head on. Kevin is the Vice President of Data and Analytics Strategy at Iridio by RRD and he discusses how to build a data strategy that cuts through the noise and delivers real business value.

Key takeaways include:

• Measurement is a vital, integrated component of overall marketing strategy and planning
• Identify deceptive vanity metrics and over-reliance on any single data type in favor a more nuanced understanding
• Embrace a test-and-learn culture where even failed tests are viewed as valuable data points to a continuous improvement loop
• Move from isolated campaign or channel metrics toward client-centric measurement that ties all activity back to the ultimate business objective
• Treat first-party data as a dynamic relationship that changes over time rather than a static, perfectly traceable asset

Ever feel like you're drowning in data but still can't find the answers you need? In a world overflowing with information, the real challenge isn't collecting more data, it's using it effectively.

In this episode of The Orchestration Podcast from Iridio℠ by RRD, data experts Kevin Bell, Vice President of Data and Analytics Strategy, and Tanner Trimble, Senior Principal Data Infrastructure Lead, discuss how to build a data strategy that cuts through the noise and delivers real business value. Key takeaways include:

• Learn why data quality is more important than quantity and how to avoid turning your data lake into a data swamp.

• Understand the essential infrastructure and governance required to create trustworthy, actionable data.

• Discover the power of data clean rooms and cloud platforms for secure and efficient collaboration.

• Gain insight into how to leverage AI and treat "data as a product" to empower your teams and drive results.

Is the tension between creative and media holding your marketing back? In today’s fast-paced world, fostering collaboration between these two essential forces is more critical than ever.

In this episode of The Orchestration Podcast from Iridio℠ by RRD, Panos Anadiotis, Vice President of Integrated Strategy and Solutions, and David Gacsko, Vice President and Executive Creative Director, explore how creative and media can not only coexist but thrive together. Key takeaways include:

• Why breaking down silos between creative and media is essential for cohesive marketing.

• How to turn data into actionable insights that inspire innovative creative work.

• Practical advice on fostering a shared, iterative process that keeps creative and media aligned from start to finish.

• How to operationalize collaboration to deliver authentic, channel-specific campaigns that resonate with your audience.

Is the role of the CMO evolving faster than you can say “data-driven marketing”? The demands on today’s marketing leaders are greater than ever, with rapid change shaping every decision they make.

This episode of The Orchestration Podcast from Iridio℠ by RRD features a conversation with Andy Johnson, Iridio’s Senior Vice President, Principal. He shares practical insights into how modern marketers can navigate increasing complexity and thrive in a challenging macroeconomic environment. In this episode:

• Discover how top CMOs drive value by owning data, technology, and financial strategy alongside brand management.
• Learn proven approaches to scaling personalized experiences through data and content automation.
• Unlock practical ways to forge strong cross-functional partnerships that produce integrated results.
• Gain insights from successful brands on blending physical and digital retail for maximum impact.