Marketing Inspiration #32.1: 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.
“Don’t forget you’re still talking to humans. People matter.” - Natalia Horvath, Former Head of Customer Marketing and Omnichannel Development, Global Reserve, at Diageo
Data driven marketers shouldn’t just focus on one channel or one insight tool. Ultimately, your message is trying to reach humans, so it’s essential to ask questions like: “What drives your audience? What are their needs? What are your touchpoints?”
This is why Natalia’s shiny new object is channel-less marketing strategies, focusing on touchpoints and human interaction beyond platforms. Marketers need to develop the internal processes and capabilities to understand how brands interact with people and how people interact with brands. The ultimate goal is to deliver hyper-personalisation, through understanding an individual’s “biology, geography, and technology.”
Learn how Natalia envisages the development of chanel-less marketing on the podcast here.
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This month’s ‘Best Data Driven Marketing Tip’
"Jump in the pool and go swim in some data.” - Tina Tonielli, US and North American Lead, Consumer and Business Insights and Analytics, Haleon
If your car breaks down and you don’t understand the mechanics, you’re toast, according to Tina. The same goes for being comfortable with data analysis and understanding the insights and the processes your company employs to get them, no matter how senior you are in your data driven marketing function. She advises marketers to regularly spend time with raw data, looking for patterns and insights themselves, and not just always take information polished slides presented to the C-suite.
This practice ensures that your skills don’t atrophy. It also can lead to serendipitous discoveries and ideas, as “some of the nuggets of data that you weren’t looking for.”
Hear more from Tina on the podcast.