Understanding Your Customer with Marketing Analytics with Jason Davis, Founder and CEO at Simon Data
11/07/23 • 37 min
This episode of The Analytics Edge, sponsored by NetSpring, features Jason Davis, the Founder and CEO at Simon Data. Simon Data is a next-generation customer data platform (CDP) built on Snowflake. It offers the fastest and simplest way to provide a true 360 degree customer view for your marketing team. Jason describes the modern martech stack and how CDPs are moving to the data warehouse, the differences between packaged and composable CDPs, and how marketing analytics helps marketers reach customers more quickly and more effectively via personalization.
With a PhD in machine learning, data mining, and statistics, Jason has helped Simon Data provide businesses the spending trends, behavioral trends, and direct customer feedback required for a comprehensive understanding of their customers. Jason was also the founder of Adtuitive, an adtech platform that was acquired by Etsy to power Etsy’s own internal ad systems.
In this episode, Jason discusses strategies for centralizing data, the role of the data warehouse, and how GenAI and LLMs are impacting marketing.
Bio:
Jason Davis is the Founder and CEO at Simon Data. With a PhD in machine learning, data mining, and statistics, Jason was also the founder of the retail adtech platform, Adtuitive, which was acquired by Etsy in 2009 to power Etsy’s own internal ad systems.
Key Quote:
“True centralization aggregates data from all channels, not just what someone clicked on the website – offline, IoT, support... Let's have shipping and returns data and everything else that is required to properly instrument a real business put in a single place, which is governed, secure, complete, and accurate.”- Jason Davis
Episode Timestamps
(1:22) Founding stories: Adtuitive & Simon Data
(5:58) The modern marketing data stack
(10:20) Data centralization strategies
(11:57) Security, privacy, and compliance
(13:39) GA4 and alternative strategies
(15:33) Composable CDPs vs packaged CDPs
(18:10) Breaking down data silos
(20:14) Data infrastructure and cloud migration
(21:09) Why Simon chose Snowflake?
(22:21) Real-time personalization
(25:17) The importance of Reverse ETL
(30:50) Customer 360: Where are we now?
(34:35) The impact of GenAI/LLMs on marketing
(35:20) Takeaways
Links
This episode of The Analytics Edge, sponsored by NetSpring, features Jason Davis, the Founder and CEO at Simon Data. Simon Data is a next-generation customer data platform (CDP) built on Snowflake. It offers the fastest and simplest way to provide a true 360 degree customer view for your marketing team. Jason describes the modern martech stack and how CDPs are moving to the data warehouse, the differences between packaged and composable CDPs, and how marketing analytics helps marketers reach customers more quickly and more effectively via personalization.
With a PhD in machine learning, data mining, and statistics, Jason has helped Simon Data provide businesses the spending trends, behavioral trends, and direct customer feedback required for a comprehensive understanding of their customers. Jason was also the founder of Adtuitive, an adtech platform that was acquired by Etsy to power Etsy’s own internal ad systems.
In this episode, Jason discusses strategies for centralizing data, the role of the data warehouse, and how GenAI and LLMs are impacting marketing.
Bio:
Jason Davis is the Founder and CEO at Simon Data. With a PhD in machine learning, data mining, and statistics, Jason was also the founder of the retail adtech platform, Adtuitive, which was acquired by Etsy in 2009 to power Etsy’s own internal ad systems.
Key Quote:
“True centralization aggregates data from all channels, not just what someone clicked on the website – offline, IoT, support... Let's have shipping and returns data and everything else that is required to properly instrument a real business put in a single place, which is governed, secure, complete, and accurate.”- Jason Davis
Episode Timestamps
(1:22) Founding stories: Adtuitive & Simon Data
(5:58) The modern marketing data stack
(10:20) Data centralization strategies
(11:57) Security, privacy, and compliance
(13:39) GA4 and alternative strategies
(15:33) Composable CDPs vs packaged CDPs
(18:10) Breaking down data silos
(20:14) Data infrastructure and cloud migration
(21:09) Why Simon chose Snowflake?
(22:21) Real-time personalization
(25:17) The importance of Reverse ETL
(30:50) Customer 360: Where are we now?
(34:35) The impact of GenAI/LLMs on marketing
(35:20) Takeaways
Links
Previous Episode
Fueling Product-Led Growth with Data Science with Anahita Tafvizi, VP and Head of Data Science & Business Operations at Instacart
This episode features an interview with Anahita Tafvizi, VP and Head of Data Science & Business Operations at Instacart. Instacart is the leading grocery technology company in North America
As a senior executive at Instacart, Anahita drives key operations and strategic decisions across all company product pillars and ensures data investments are aligned with the long-term business strategy. She leads a team of over 150+ Data Science and Strategy individuals across all company product lines including consumers, shoppers, advertisers, and retailer products. Previously, Anahita was the Director of Finance for Google Commerce, Retail & Travel, as well as the Head of Finance for YouTube Ads and Head of Analytics & Data Science for eBay Ads. She is passionate about building high-performance data and strategy organizations with a focus on agility and impact. Anahita earned a Ph.D in Physics from Harvard University.
In this episode, Anahita talks about structuring her data science team to reveal opportunities for new efficiencies that guide Instacart’s 4-sided marketplace, her approach to hiring the leadership team and overseeing 150+ employees, and reveals recent data science initiatives fueling product-led growth.
Bio:
Anahita Tafvizi is currently the Vice President and Head of Data Science & Business Operations at Instacart. As a senior executive of the company, she drives key operations and strategic decisions across all Instacart product pillars and ensures data investments are aligned with the company’s long-term business strategy. She is passionate about building high-performance data and strategy organizations with a focus on agility and impact.
Key Quotes:
“How can we make the experience of buying groceries on Instacart not just more convenient but also more efficient and delightful? To inspire product strategy, we spend a lot of time trying to understand patterns of shopping so we can build personalized experiences.” - Anahita Tafvizi
Episode Timestamps
(01:17) Anahita’s path to data science
(03:04) Instacart’s 4-sided marketplace
(04:56) Structure of the data science team
(07:10) How business teams can unlock new insights
(09:51) Benefits and drawbacks of virtual teams
(12:45) Data needs of product-led growth
(14:30) Key data science techniques, tools, and skills
(16:30) Recent data science initiatives fueling PLG
(19:16) Instacart's data maturity
(20:20) Data access for business context
(22:00) Approach to hiring data science leaders
(23:30) Career growth paths in data science
(26:37) Increasing internal talent bench
(27:59) Driving efficiency in an economic downturn
(32:08) Key insights on grocery delivery services
(34:35) Takeaways
Links
Next Episode
Customer Analytics, C360 & Warehouse-Native with John Humphrey, former Head of Data Platform Product and CDO at Intuit Mailchimp
This episode of The Analytics Edge is brought to you by NetSpring and showcases John Humphrey, former Head of Data Platform Product and Chief Data Officer at Intuit MailChimp. John joins us to discuss data strategies for Customer Analytics, from continuing investments in Customer 360 to the emergence of warehouse-native data platforms.
He delves into the technology gaps that forced a detour from our earlier vision of Customer Analytics. As products became more digital, the data platforms at the time were unable to handle all the event data being produced – leading to the emergence of specialized first-generation product analytics platforms, data silos, and fragmented analytics platforms for product analytics.
John introduces 4 levels of Customer Analytics maturity to help data leaders rationalize earlier investments, and how the cloud data warehouse is enabling warehouse-native strategies and applications to break down those earlier silos, and finally now, deliver on the promise of C360 and Customer Analytics.
Bio:
John Humphrey is the former Head of Data Platform Product and Chief Data Officer at Intuit MailChimp, with over 2 decades of experience and expertise in data science and data engineering. He was the first data analyst at Goodreads (later acquired by Amazon), helped take LegalZoom public, and has had multiple stints in data leadership roles at Meta and Intuit along the way. John earned a masters in Systems Engineering from the University of Virginia and holds a bachelors in Management Science from Virginia Tech.
Key Quote:
“TBD”- John Humphrey
Episode Timestamps
(Segment 1)
(1:16) Earlier roles in product analytics
(3:30) Shortcomings of 1st-gen product analytics
(9:08) Shortcomings of BI for product analytics
(11:26) Funnels in BI vs. product analytics
(13:04) Customer 360 and the data warehouse today
(15:23) Data streams for complete C360
(17:42) Customer 360 versus a CDP
(20:48) Aligning C360 & CDP strategies with the warehouse
(Segment 2)
(23:53) Benefits of cloud data warehouses
(26:11) Analytics tools for all types of customer data.
(29:38) Maturity model for Customer Analytics
(Segment 3)
(34:02) AI-powered Customer Analytics
(Segment 4)
(37:50) Takeaways
Links
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