Good Data, Better Marketing

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Data. It's the foundation for modern enterprises to make decisions and move strategies forward. But what exactly is good data? And how are the most successful companies in the world turning data into a competitive asset and creating digital-first customer experiences that stick? Good Data, Better Marketing is your view into the minds of influential marketers, digital innovators, and their tricks of the trade. Join us to hear from the top experts on the planet.

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Top 10 Good Data, Better Marketing Episodes

Goodpods has curated a list of the 10 best Good Data, Better Marketing episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to Good Data, Better Marketing for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite Good Data, Better Marketing episode by adding your comments to the episode page.

The Omnichannel Challenge: Balancing AI and Data Privacy with Jennifer Peters, Director of DTC, MarTech & Digital Compliance at OLLY

Good Data, Better Marketing

12/19/24 • 41 min

This episode features an interview with Jennifer Peters, Director of DTC, Martech, and Digital Compliance at OLLY. Here, she drives their direct-to-consumer business growth and champions the fusion of technology and marketing for top-notch digital experiences. Jennifer is a passionate CPG expert with extensive experience spanning marketing, tech, and business development in eCommerce.

In this episode, Kailey and Jennifer discuss the challenges of integrating AI in regulated environments, the implications of new legislation on data privacy, and leveraging omnichannel strategies effectively.

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Key Takeaways:

By understanding and mapping out journeys across various channels, brands can design better experiences that cater to consumers’ evolving preferences.
AI tools are used strategically to optimize consumer interactions and predict behaviors, helping to improve engagement and retention without infringing on data privacy regulations.
The integration of data from multiple channels remains a challenge, but it's crucial for creating seamless consumer experiences.

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“Anyone in retail and eCommerce right now feels that weight of we've got to get the customer to convert for the first time. We have to think about cost of acquisition. We have to think about it from an advertising perspective. We have to think about it from a discounting perspective and, ultimately, long-term, what is this customer going to be worth to us? What is this customer's LTV? Maybe guessing what that might be for two years. We were guessing before and now you don't have to guess.” – Jennifer Peters

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Episode Timestamps:

‍*(02:36) - Jennifer’s career journey

*(07:32) - Trends impacting consumer experience in DTC and eCommerce

*(12:59) - AI in regulated environments

*(19:11) - Omnichannel strategies and digital channels

*(30:57) - How Jennifer defines good data

‍*(38:12) - Jennifer’s recommendations for upleveling consumer experience journeys

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Links:

Connect with Jennifer on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Good Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com

Simplifying the Digital Customer Experience with Jim Jackson, EVP & CMO at Hewlett Packard Enterprise

Good Data, Better Marketing

09/19/24 • 43 min

This episode features an interview with Jim Jackson, Executive Vice President & Chief Marketing Officer for Hewlett Packard Enterprise. He oversees all aspects of marketing for HPE with an emphasis on accelerating the digital transformation of the company to be the Edge-to-Cloud Platform-as-a-Service company. Jim has more than 25 years of IT industry experience and is passionate about the use of technology to inform a customer-centric, data-driven, and digital-first marketing approach across all areas of the business.

In this episode, Kailey sits down with Jim (who subsequently announced his intention to retire from HPE at the end of October 2024) to discuss the importance of a customer-first approach, principles for responsible AI adoption, and implementing the right infrastructure for a seamless customer experience.

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Key Takeaways:

Improving productivity and enhancing customer interactions requires extensive customer data and AI to create predictive models for targeted marketing.
HPE follows core principles for ethical AI, focusing on privacy, human rights, inclusivity, responsibility, and robustness to guide their AI initiatives.
Marketers can enhance customer experience through personalized, seamless interactions and leveraging real-time data for efficient communication across all touchpoints.

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“It's like going to the doctor's office and you fill out the forms and it's like, ‘Come on. It's a digital world, I should be able to give you all of this one time.’ At the end of the day, our enterprise customers want a lot of the consumer experience that they get in their daily lives. They want it more automated. They don't want to have to integrate multiple different ecosystem partners. They expect that the experience from HP will be as simple as their everyday lives.” – Jim Jackson

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Episode Timestamps:

‍*(02:40) - Jim’s career journey

*(05:49) - Trends impacting customer experience

*(09:12) - HPE’s AI principles

*(24:17) - Challenges on the customer engagement journey

*(34:41) - Who Jim thinks is doing it right in terms of customer engagement

‍*(39:25) - Jim’s recommendations for upleveling customer experience strategies

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Links:

Connect with Jim on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Navigating the Data Forest: Building Conviction in a Digital Age with Lena Waters & Eric Weber, Grammarly

Good Data, Better Marketing

12/05/24 • 47 min

This episode features an interview with Grammarly’s Chief Marketing Officer, Lena Waters, and Eric Weber, Head of Data. Lena leads marketing strategy, focusing on delivering the brand promise to customers, driving demand for products, and growing revenue to scale the company. Eric leads teams of data scientists and software engineers who are responsible for improving how to measure and iterate on the product to create the best communication assistant.

In this episode, Kailey, Lena, and Eric discuss their collaborative approach to aligning business and customer priorities, the implications of a cookieless world on marketing attribution, and the balance of data insights and human judgment to drive meaningful customer experiences.

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Key Takeaways:

Leaders should have a clear understanding and conviction about their business goals and use data to test and refine their hypotheses, instead of relying solely on data to dictate actions.
The key to navigating a cookieless world is to focus on fundamental marketing principles and broader customer understanding, rather than obsessing over the loss of precise individual data.
Creating a culture where leaders and team members feel empowered to make informed decisions ensures that teams leverage data effectively to drive meaningful business outcomes.

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“I think as leaders, we have to think about that decision-making environment that we're creating for our teams so that they do have the right resources, but we're not overloading them with false expectations of we have to try everything. We would drown. We're looking for, I think, clarity. We're not necessarily looking for everything.” – Lena Waters

“You're going to have to have conviction and a hypothesis and a belief about what is true, and you should still use data to try to refute that or gather evidence against it. But, you're going to have many fewer situations where the data's going to be like, ‘Here's the path forward.’ Guess what? That's not going to happen. I think the more that we embrace that, we're going to be more successful in one or two years when a lot of this visibility is actually gone.” – Eric Weber

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Episode Timestamps:

‍*(03:14) - How data and marketing work together at Grammarly

*(05:30) - Trends impacting customer experience

*(22:45) - How Grammarly is measuring effectiveness in a cookieless world

*(29:13) - How marketers can address the overreliance on data and dashboards

*(36:34) - How Grammarly is using AI

*(43:32) - Lena and Eric’s advice for upleveling marketing and data strategies

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Links:

Connect with Lena on LinkedIn

Connect with Eric on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Better Customer Engagement Starts with Better Messaging with Des Cahill, CMO at Tipalti

Good Data, Better Marketing

10/03/24 • 38 min

This episode features an interview with Des Cahill, Chief Marketing Officer at Tipalti. Des has served as CMO at multiple startups, such as Ensighten, Samepage and BridgeSpan, while also having successful experiences at companies like Apple and HP. Most recently, he drove global product marketing strategy for Oracle's Advertising & Customer Experience as Group Vice President.

In this episode, Kailey and Des discuss the importance of foundational experiences and adapting to different company environments, crafting a solid messaging framework, and the evolving role of content marketing in the age of generative AI.

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Key Takeaways:

A well-defined messaging framework is foundational, informing content across various channels such as websites, marketing collateral, sales pitches, and internal communications.
Organizations can effectively tailor their communications and improve customer engagement through a phased approach to personalized marketing. Starting with a strong foundational messaging framework and then expanding it to specific personas and behaviors.
Training AI tools like Grammarly to maintain brand tone and partnering with specialized AI vendors to leverage data in impactful ways can improve efficiency and ensure company communications remain aligned with brand messaging.

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“A lot of people think customer experience is about delighting the customer and I disagree. I think most of us, in our day-to-day lives, what we're trying to achieve is we're trying to get the information we want and we're trying to move on to the next thing. If you're marketing correctly, you've captured that signal, you've given them a message and you can always follow up with a nurture.” – Des Cahill

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Episode Timestamps:

‍*(02:35) - Des’s career journey

*(06:21) - Trends impacting customer experience

*(12:02) - Personalization strategies

*(22:24) - How Tipalti is building practical AI strategies

‍*(35:04) - Des’s recommendations for upleveling customer experience strategies

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Links:

Connect with Des on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Building Brand Loyalty Through Frictionless Customer Support with Adele Hedden, Head of Customer Experience at Faire

Good Data, Better Marketing

08/25/22 • 34 min

This episode features an interview with Adele Hedden, Head of Customer Experience at Faire.

With nearly a decade of experience at publicly traded companies like Rent The Runway and Uber, Adele is focused on transforming customer journeys through brand loyalty and foundational metrics.

In this episode, Kailey and Adele discuss the service recovery paradox, upleveling your CX strategy, and how the employee and customer experience go hand-in-hand.

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Key Takeaways:

The best customer experience is not having to contact customer support at all. Having robust data allows you to identify opportunities to provide proactive support to customers in need.
The customer and employee journey go hand-in-hand. In order to deliver a frictionless customer experience, the same needs to be done for employees. Investing internally is also an investment in your customer experience.
Brand loyalty hits an all-time high when a company recovers and corrects issues quickly. This is called the service recovery paradox. Customers feel more positive about a company after an issue is resolved than before there was an issue at all.

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“I think that the best customer experience when you're engaging with a brand is generally one that is as frictionless as possible. I really subscribe to this belief that the best customer support you could possibly get is not needing customer support at all.” – Adele Hedden

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Episode Timestamps:

‍*(02:10) - Adele’s customer journey background

*(06:04) - Adele’s role at Faire

*(07:11) - Trends in wholesale customer experience

*(13:57) - Foundational data points Faire is using to create customer profiles

*(18:06) - Biggest challenge in building customer experience journeys

‍*(22:49) - An example of another company doing it right with customer experience (hint: it’s Trader Joe’s, Netflix, and Delta)

*(32:42) - Adele’s recommendations for upleveling your customer strategy

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Links:

Connect with Adele on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

Process-First = Customer-First with Gino Palozzi, CMO of DailyPay

Good Data, Better Marketing

07/25/24 • 38 min

This episode features an interview with Gino Palozzi, Chief Marketing Officer at DailyPay. Gino is a B2B marketing executive with experience in developing go-to-market strategies and leading transformation across organizations – both large and small. Prior to DailyPay, he led marketing for software and services divisions at Dun & Bradstreet, g2o, Cisco, and IBM.

In this episode, Kailey sits down with Gino to discuss process over technology, who should be setting AI guidelines, and why B2B is becoming more like B2C.

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Key Takeaways:

Effective marketing starts with detailed customer insights and a clear mapping of their decision-making processes.
Successful data and tech implementation must be preceded by well-defined processes. Without the foundational process, technology alone cannot resolve data integrity issues.
If you over-govern new technologies, you’re stifling innovation. Instead, gather insights from practical uses of data to understand customer needs and tailor services better.

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“Certain groups and people came in and said, ‘Oh yeah, all this [AI] is normal to me. This is how I grew up in front of a screen or with the internet.’ Why have folks that aren't as comfortable setting these governances in place that are going to restrict the possibilities? It's more of the governance and the processes of what to do and not to do.” – Gino Palozzi

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Episode Timestamps:

‍*(02:23) - Gino’s career journey

*(08:50) - Trends impacting customer experience

*(20:48) - How marketers can avoid overbuilding AI processes

*(25:17) - How Gino defines “good data”

‍*(34:53) - Gino’s recommendations for upleveling customer experience strategies

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Links:

Connect with Gino on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

The Age of AI-Driven Customer Delight with Guneet Singh, VP of Customer Experience & Care at AppFolio

Good Data, Better Marketing

07/11/24 • 48 min

This episode features an interview with Guneet Singh, Vice President of Customer Experience and Care at AppFolio. Prior to AppFolio, Guneet built customer experience, research operations, and business transformation functions to enable scale and meet the hyper-growth needs of companies like DocuSign, GE, and ADP. Today, he leads AppFolio’s CX strategy, building and driving sustainable experiences for consumers and businesses by accelerating value realization.

In this episode, Kailey and Guneet discuss the role of customer experience in an organization, implementing effective feedback loops, and balancing AI and human interaction.

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Key Takeaways:

We can use AI to provide instant resolutions to customers. In turn, freeing up agents to have meaningful and empathetic interactions with customers.
However, AI isn't a magic tool. You have to understand which tasks are low risk enough to automate and grow from there.
AI also allows customers to get support through LLMs while your agents create emotional connections with customers.

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“Same agent who was going to provide that instant resolution to the customer now is free or is available to now drive more empathy on the high complex or high painful experience. There are tasks which are highly emotional because we don't give our agents enough time to show empathy or to engage in a very emotional way with the customer. You're creating the time for them.” – Guneet Singh

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Episode Timetamps:

‍*(02:51) - Guneet’s career journey

*(07:14) - Trends impacting customer experience

*(18:33) - The role of customer experience in an organization

*(24:12) - Balancing AI and human interaction

*(41:17) - How Guneet defines “good data”

‍*(46:24) - Guneet’s recommendations for upleveling customer experience strategies

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Links:

Connect with Guneet on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

How AI Reduces Friction in Marketplaces with Llibert Argerich, CMO of Thumbtack

Good Data, Better Marketing

06/20/24 • 47 min

This episode features an interview with Llibert Argerich, Chief Marketing Officer at Thumbtack where he leads the company’s marketing, brand, and communication teams. Llibert has nearly 20 years of experience at high-growth marketplace businesses, holding leadership roles at Udemy, eBay, and Expedia Group.

In this episode, Kailey sits down with Llibert to discuss the challenges of building a frictionless customer journey, the need for human interventions in AI, and how cross-functional teams help drive the holistic customer experience.

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Key Takeaways:

While AI can’t replace all interactions, it can improve efficiency and productivity by delegating tasks to conversational AI that can accelerate solutions to customer problems.
Marketing cannot be separate from product experience and customer value. Enhanced product market fit goes hand-in-hand with higher return on investment
Chief Marketing Officers should also think of themselves as Chief Customer Officers. They are accountable for all marketing levers and demand that drives customer experience.

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“Thanks to the computational power, to AI, to the technology advancements, we can go down to one-on-one. Using everything we know about them, all the data they volunteer, all the data that we capture through their interactions with our products, and personalizing their experience for them to exactly what they need and where they are in their journey.” – Llibert Argerich

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Episode Timestamps:

‍*(02:19) - Llibert’s career journey

*(05:00) - Trends impacting customer experience

*(07:41) - How Thumbtack is leveraging AI

*(17:44) - The biggest challenge in building a frictionless customer experience

*(24:27) - How Llibert defines “good data”

*(38:53) - Who’s doing it right in terms of customer experience

‍*(44:20) - Llibert’s recommendations for upleveling customer experience strategies

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Links:

Connect with Llibert on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Making the Most of Customer Data with a Flexible Enterprise with Glenn Vanderlinden, Co-founder of Human37

Good Data, Better Marketing

06/06/24 • 42 min

This episode features an interview with Glenn Vanderlinden, Co-founder and Lead Solution Architect at Human37. Glenn has over a decade of analytics experience and has held various roles at Semetis including Executive Director of Technical Operations and Services, and worked as a Business Analyst at Deloitte. Today, Glenn helps organizations drive business results by leveraging customer data.

In this episode, Kailey and Glenn discuss bridging departments to create a consistent customer experience, focusing on the boring parts of AI to drive results, and making the most of customer data with a flexible enterprise.

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Key Takeaways:

Creating a consistent and coherent customer journey requires communication between departments and the bridging of tech stacks.
Without a Chief Data Officer in place when implementing AI, garbage in, garbage outwill result at an unprecedented scale because everything is over automated.
Ensuring you have the right structure and processes in place for AI may seem boring, but it’s essential if you want the tech to work for your business.

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“If you want to start with personalization, if you want to start with data or upgrade, whatever you have, start with use cases. Verify what you need in order to bring them to life. Be specific about the requirements. Take into account privacy, consent, data minimization. But, the user story is so important because otherwise you might end up with data that has no use case.” – Glenn Vanderlinden

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Episode Timestamps:

‍*(03:10) - Glenn’s career journey

*(06:06) - Trends impacting marketing and customer engagement

*(11:51) - Glenn’s take on flexible enterprises

*(18:47) - AI use cases

*(25:58) - How Glenn defines “good data”

‍*(40:22) - Glenn’s recommendations for upleveling customer data strategies

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Links:

Connect with Glenn on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

How Next-Gen Commerce Experiences Simplify Shopping with Robert Gash, Chief Consumer Commerce Officer at Hearst Magazines

Good Data, Better Marketing

11/14/24 • 40 min

This episode features an interview with Robert Gash, Chief Consumer Commerce Officer at Hearst. Robert is a software and product development executive with extensive experience leading software development, product strategy, research, and design. Prior to joining Hearst, he served as VP of Engineering at Nurx and Symphony Commerce, and as the VP of Operations Technology at Grove Collaborative.

In this episode, Kailey and Robert discuss strategies for making purchasing decisions easier for consumers, reducing informational friction, and how AI is redefining consumer experiences.

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Key Takeaways:

Incremental improvements with AI can help to provide context and personalized recommendations to consumers.
Recording as much contextual data as possible enables deeper insights and helps create a flexible and adaptive data strategy that can respond to evolving consumer needs.
Marketers have to earn and maintain consumer trust by offering valuable and reliable guidance through transparent practices.

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“Everybody knows in commerce, the easier it is to purchase something, the higher your conversion rates typically are. But, that works mid funnel too. Going from moment of inspiration into lower funnel research and doing that as seamlessly as possible with fewer open tabs and fewer searches, maybe in the middle, is a key way we can play a real role in making that journey easier and faster for folks.” – Robert Gash

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Episode Timestamps:

‍*(02:23) - Robert’s career journey

*(07:36) - Trends impacting consumer experience

*(13:37) - Hearst’s shoppable media model

*(22:04) - AI in commerce

*(32:16) - How Robert defines good data

‍*(38:34) - Robert’s advice for his younger self

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Links:

Connect with Robert on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

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FAQ

How many episodes does Good Data, Better Marketing have?

Good Data, Better Marketing currently has 60 episodes available.

What topics does Good Data, Better Marketing cover?

The podcast is about Marketing, Customer Service, Data, Podcasts, Sales and Business.

What is the most popular episode on Good Data, Better Marketing?

The episode title 'The Age of AI-Driven Customer Delight with Guneet Singh, VP of Customer Experience & Care at AppFolio' is the most popular.

What is the average episode length on Good Data, Better Marketing?

The average episode length on Good Data, Better Marketing is 40 minutes.

How often are episodes of Good Data, Better Marketing released?

Episodes of Good Data, Better Marketing are typically released every 14 days.

When was the first episode of Good Data, Better Marketing?

The first episode of Good Data, Better Marketing was released on Jun 2, 2022.

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Good Data, Better Marketing

Twilio Segment

Top 10 Good Data, Better Marketing Episodes

FAQ

How many episodes does Good Data, Better Marketing have?

What topics does Good Data, Better Marketing cover?

What is the most popular episode on Good Data, Better Marketing?

What is the average episode length on Good Data, Better Marketing?

How often are episodes of Good Data, Better Marketing released?

When was the first episode of Good Data, Better Marketing?

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