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

Send us Fan MailSo, how do influencers really contribute to marketing campaigns?  How do you measure that impact and compare with other forms of media? Enter the perfect person to get under the skin of these issues…. Gaz Alushi, President of Measurement and Analytics at Whalar, one of the leading agencies in the creators space. Gaz is formerly of Meta, Pinterest and Snap and his work has shown evidence of a 2.4x ROI from creators campaigns. We we had a great conversation, incorporating How the creator economy works & how to measure successThe importance of the elephant pathThe benefit of a consumer insight grounding Lesson from establishing measurement at Facebook, Pinterest and Snap How to evaluate ROIHow brands should work with creatorsThe importance of creating benchmarks and establishing the metrics that really matterAnd something you may not know about American vs European wine.All episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailWhat are the practical ways AI is going to change research - not just in the future, but in the here and now? Arguably, there’s no one better to talk to on that front than Kathryn Topp, the CEO and co-founder of Yabble. As Kathryn describes, she and and her co-founder, Rachel O’Shea, introduced their first generative AI tool in 2020 with Open AI since ADD and I was lucky enough to talk through:Integrating the insights flow into one platformIntroducing generative AI into the platformHow Yabble ‘generates’ dataHow to effectively use synthetic dataHelping humans move at the speed of thoughtSolving the sample issues with virtual audiencesAdvice for young women making their way in the industryYabble's business model and future plansAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailFrom stingrays and hot coals (listen to find out) to building one of the leading companies in facial coding, emotion AI and behavioral leading models, Matt Celuszak of Element Human has had quite a journey. Matt’s always astute, engaging and  in this interview  we get into the issues above and more, including Strengths and weakness of facial coding dataEvaluating the intersection of claimed and behavioral data setsUnderstanding effectiveness of content for the BBC - rating vs reactionUsing sensor date to create measurement for the influencer economyMeasuring what’s valued, rather than just valuing what you can measureHow to derive granular human understanding from big data setsHow privacy works in relation to sensor dataHow behavioural learning models workLessons from building a business from scratch. All episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailThe story of the pint that turned into two billion data points....well, two pints actually. However,  since sitting down with a piece of paper in his favourite pub in Manchester in 2017, Nick Richardson has built arguably the world's leading syndicated kids' research company and recently raised a £5.6m funding round to fuel further expansion.  Among other areas we cover:- Nick's founder journey- His tips for fund-raising and successful scaling of a business- The market opportunity in the kids' research space- Tools to help media planners- Insights to guide licensing partners- The balance between SaaS and custom research- Why storytelling is still important within SaaS- Moving from data reporting to predicting trendsAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailDo we really need humans for insight? Will synthetic data grow or destroy the insights market?  What on earth is synthetic data?  Check out the latest FutureView interviews with the brilliant Mike Stevens of Insight Platforms to get a great overview of one the most important new areas that will affect everyone and anyone involved with insight and data analytics.Among other areas we cover:-  The evolution of Insight Platforms-  The importance of adding business context to insights-  Characteristics of insights companies who fail (and succeed)-  Definitions of synthetic data-  Prospective limitations of synthetic data-  Conversational/ augmented surveys- The impact of LLM based analysis on the insights sectorAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailSTRAT 7 is a new type of insights, analytics and data group,  specialising in customer centric growth. Since Barrie Brien took over as Group CEO in 2019 the group has grown rapidly, both through organic growth and acquistion. At the time of recording STRAT 7 incorporates Bonamy Finch, Research Bods, Jigsaw, Incite, Rainmakers and Crowd DNA. For anyone intrigued by the financial and strategic aspects of growing an analytics-oriented enterprise, this episode lays out the blueprint for success, as well as leaning on Barrie's fantastic perspective across the world of advertising, insights, analytics and management consulting.Among other areas we cover: -  Perspective from the advertising world, from CFO at Lowe to CEO at Creston- The importance of the creative idea...and backing it up- Building STRAT 7- Integrating a paid advisory practice- The difference agencies and specialisations within the group- Incentivising and pulling agencies together- Working with PE and how PE works- What STRAT 7 is looking for next- The role of AI in advertising & consumer insightsAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailA great interviewee to start the new year - Tina Wilson, Group GP of Nielsen’s portfolio of Analytic Businesses and Ecosytem Partnerships. As most readers/ listeners will know, Nielsen is perhaps best known for its measurement currencies but Tina has overall responsibility for a major other business area: helping clients plan, evaluate and continue to optimize their marketing strategies.This incorporates 6 different P&Ls, responsibility for around $0.5b in client revenue and Tina explains over-arching principles behind her philosophy, as well as how Nielsen had proved such a fruitful place to work, incorporating multiple roles across the organisation. for almost 27 years. We also cover:Tina’s role in mentoring and practical means to encourage diversity in the workplaceNielsen’s role supporting the World Economic ForumThe key secrets to presenting data effectively Helping marketers navigate digital disruptionEvaluating the impact of marketing spendHow to manage cross-screen data duplicationBalancing synthetic and human dataAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailIf you’ve ever worked with a survey, attended a focus group, watching a video interview with a customer - or possibly even thought that there must be a better way to teach your kids maths - then you’ve probably worked with some of the companies Jamin Brazil has set up. Jamin was the co-founder and CEO of Decipher, the CEO of Confirmit, the founder and exec Chairman of HubUX, which was sold to VoxPopMe where Jamin is now the CRO. He's also an advisor/ board member  for Parsec Education, Michigan State University and Adjunct Professor at California State University. It was a pleasure to have such a wide-ranging conversation, getting into diverse topics such as:- The importance of making things!- The four key considerations for a new business venture/ product extension- Taking vs creating market share- The role of a Chief Revenue Officer-  VoxPopMe's mission-  How to shape data so it sticks- Giving back to Central California-  Helping schools and changing how kids learnAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailHave 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 insightsHow insights agencies should chargeHow to think about client diversificationThe 7 key value drivers for agencies PE vs StrategicsWhere 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 futureviewpod@gmail.comAll episodes available at  https://www.insightplatforms.com/podcasts/Suggestions, thoughts etc to futureviewpod@gmail.com

Send us Fan MailDelighted 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/Suggestions, thoughts etc to futureviewpod@gmail.com