Marketing Inspiration #39.1: 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.
“Data is purely a consequence of actions.” - John Sadeghipoor, Director of Marketing, Free People Europe, URBN
Marketers tend to forget that their creative output is nothing but a stimulus to drive an action in consumers, which in turn generates a reaction, which gives us the data we work with to take further decisions. We need to start viewing data as a consequence of actions from the “real world” - Has someone been influenced to search for your brand? How did they come across your messaging? Otherwise, we are only looking at it in isolation and failing to see the important connections.
This is where “fantastic CMOs” come in, in John’s view. Bridging marketing, analytics, digital, e-commerce and creative teams and their output leads to effective marketing. And it all starts with understanding how the data is produced in the first place.
Listen to more tips from John here.
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This month’s ‘Best Data Driven Marketing Tip’
"Marketers need to train constantly, just like musicians.” - Luis Pablo Perez Torrescano, LATAM Senior Marketing Manager
Regardless of your experience, marketing is a profession where you can never reach the end of your learning curve. Luis sees the parallels between marketing and music due to the need for constant training. Just like a musician needs to keep practising to stay good at their craft, a marketer needs to keep learning to stay ahead of changes and be aware of new consumer patterns and interests.
This is because we ultimately work for people, communicating with a customer base that is always changing. So keep immersing yourself in the consumers’ world and stay open to learning constantly.
Tune in to Luis’ episode of the podcast to learn about the importance of improv in marketing.