Marketing Inspiration #35.1: 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.
“You can no longer go on instinct alone… Listen to your data scientists.” - Beverly Jackson, Vice President of Brand and Product Marketing, Zillow
Marketers may have been able to run campaigns on instinct in the past, but now data scientists have become a crucial part of successful data driven marketing teams. Beverly believes that marketing has always been about combining art and science, so a marketing leader needs to triangulate hard and soft data, balancing the insights and ensuring they fine tune the audience segmentation.
At Zillow, Beverly includes data scientists in her project teams from the very beginning of any new campaign. She wants to know what’s in her data tech stack and how its various parts support the insights that they need. And she ensures that data scientists are sitting at the table along with brand, channel, and creative teams, being involved in the end to end process.
Listen to the full podcast to learn more about how Zillow uses data and their exciting data-led innovations.
—
This month’s ‘Best Data Driven Marketing Tip’
"Understand how the sausage is made.” - Brett Richardson, Director of Media and Marketing, Chobani
Having lots of available data is great, but marketers will get lost if they don’t know how to manipulate it so it can best serve their organisation and their consumers. As Brett puts it, “it’s all about getting your hands dirty and understanding how to manipulate and engage with data sources.”
For him, that means spending hours with the different platforms to see what’s available and how the data can be used, pivoted, and turned into actionable insights. Learning what key questions can be answered thanks to the different sources available has enabled Brett to work cross functionally with data engineers and produce a campaign dashboard that covers all he needs to know. It also taught him how data can be used beyond simple reporting, including it in planning, audience identification, assessing investments etc.
Tune in to Brett’s episode of the Shiny New Object Podcast to hear some specific examples of data use at Chobani and learn about why retail media is such a big part of their brand strategy.