Marketing Inspiration #31.1: 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.
“If [your] house isn’t in order, no matter how many shiny new objects you have, it’s not going to help.” - Nendra van Wielink-Mohamed, Associate Director, GCOE Global Media, The Kraft Heinz Company
There’s no denying that we live in a world with data overload, and marketing suffers from this, too. No matter how good your dashboard looks or how much exciting tech you’re deploying, it won’t be reliable if the data behind it is incoherent, not cleaned, not connected, or just doesn’t make sense. This is why Nendra advises marketers to start with what data and technology they have first and ensure that they can connect the data points in ways that make sense and complement each other.
Secondly, Nendra thinks we should do more with less and make what we have the better, not necessarily new, shiny thing. Understand what data your organisation needs and how to present it in a meaningful way, so you can then act on it in a meaningful way, too.
Listen to more data driven marketing tips from Nendra here.
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This month’s ‘Best Data Driven Marketing Tip’
"You need to be testing... fast.” - Paul Robinson, Director EMEA Category Marketing at SharkNinja (former Director Marketing, Europe, Middle East, Africa, Central & Latin America at Jabra)
Testing is important in data driven marketing, but testing quickly and efficiently is even more so at a time when you may be falling behind your competitors by not employing the latest optimisation methods. Paul also suggests that marketers should integrate qualitative data into their strategies, instead of focusing exclusively on quantitative insights. In his experience, he’s seen the relevance of listening to consumers directly to see what the most relevant message will be for them, or of using focus groups to get nuanced insights into what the best audiences are for a specific marketing campaign.
Hear more from Paul on the podcast.
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Calling All North American Marketers!
Have you heard about the Global Marketing Week being held next month in Toronto by our podcast partners the WFA? This event is the best of the best for rubbing shoulders with each other and plotting the future of advertising.
And the WFA are offering a special discount code to our podcast listeners: receive 10% off when you use code 'WFA24AutoCrea'.