Marketing Inspiration #33.1: Top Tips from the Shiny New Object Podcast
Your weekly dose of data-driven marketing insights - The Shiny New Object podcast
On the Shiny New Object podcast, senior brand leaders share their vision for the future of data-driven marketing and their best tips to improve creative effectiveness.
“It’s important to look for that deeper understanding of why people do what they do.” - Jeremy Nye, Senior Insight Manager, Global, at Just Eat Takeaway,com
Before Jeremy’s marketing career, he spent many years in television at channels such as CBS, MTV, BBC, ITV, and Channel 4. This helped him develop an understanding of how great characters work in good dramas and he noticed that some may often refer to family as their motivation, for example. The dialogue does this to help viewers understand their motivation more quickly. It’s important for a connection and for following the plot.
Similarly, in data driven marketing, customer closeness, understanding why they do what they do and choose what they choose, can help brands make better connections and, ultimately, commercial decisions. But Jeremy isn’t urging brands to just “observe” their customers, but rather to develop a “feeling” for them, a genuine interest and care. “If you don’t [have] that, then they’re dead to you. You can’t relate to them.”
Listen to how Jeremy counteracts this danger by simply speaking to people on the podcast here.
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This month’s ‘Best Data Driven Marketing Tip’
"There’s nothing more important than crisp communication - there’s no end to editing.” - Idil Cakim, Senior Vice President, Research and Insights, at Audacy
Even if you have a tremendous piece of information you’ve uncovered after months of work, or if you’ve put together thousands of data sets to come up with a fabulous insight, the way you convey this internally or to consumers can make it completely uninteresting to those who receive the information. This is why Idil’s headline is that “there’s no end to editing” - she constantly tries to make her writing and whatever she publishes as clear, as concise, and as impactful as possible.
The trick is to “constantly force yourself to say it with fewer words and fewer slides,” she advises. Ultimately, the stakeholders you present the data to don’t care about the volume of background work that has gone into the results you have to show today. The true value of data is what it has to say right now, and the clearer you can make that, the more you will be listened to.
Find out how she trains for crisp communication and more tips on the podcast.