Episode 68 - Data-Driven Marketing and Why CMOs Must be Three-Dimensional with Ben Carter of Carwow

04/04/24 • 26 min

Time For A Reset Marketing Podcast: Insights from Global Brand Marketers

Ben Carter, Global Chief Customer and Marketing Officer at Carwow, unpacks the value of cross-channel measurement, data-driven decision-making, TV advertising, content marketing, the role of social media and organic reach. Ben also shares his experience at Carwow and the opportunities presented by the digital transformation of the car market. We also cover the importance of local knowledge, the role of AI in marketing, and the attributes of the future CMO.
“The changes that have been made by Google and Apple are both challenging and beneficial. They're challenging because they make it harder to understand what's happening in your marketing, but they're beneficial because they force us to get better.” Ben Carter

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Nick King, Global Practice Lead at CvE Consultancy, connects with Ben Carter, Global Chief Customer and Marketing Officer at Carwow, a leading retailer of new and used cars.

Join them as they discuss:

Ben’s marketing reset: The importance of cross-channel measurement in marketing in the face of the cookies' demise
Scaling challenges for startups and small companies and the importance of a granular view of marketing performance
The impact of changes made by Google and Apple on marketing strategies
Data-driven decisions and understanding the full funnel effect of marketing channels
Measuring Marketing performance with attribution models and customer surveys
The importance of content marketing and the use of social media channels
The role of AI in marketing
A look at the toolkit of tomorrow’s CMO

At Carwow, Ben is tasked with revolutionising how consumers buy and sell cars. Prior to joining Carwow in October 2022, he worked in executive marketing roles for several of the UK’s biggest digital businesses, including Purplebricks, Just Eat, and Betfair, to drive growth, build their brands, and accelerate their digital transformation. He is also Chair of the Lily Foundation, a charity dedicated to raising awareness and finding a cure for mitochondrial disease, and the Director of Women in Football.

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Join them as they discuss:

Ben’s marketing reset: The importance of cross-channel measurement in marketing in the face of the cookies' demise
Scaling challenges for startups and small companies and the importance of a granular view of marketing performance
The impact of changes made by Google and Apple on marketing strategies
Data-driven decisions and understanding the full funnel effect of marketing channels
Measuring Marketing performance with attribution models and customer surveys
The importance of content marketing and the use of social media channels
The role of AI in marketing
A look at the toolkit of tomorrow’s CMO

Support the show

Previous Episode

undefined - Episode 67 - Moving away from Marketing Jargon and Closer to Transforming Marketing into a Growth Engine with Caroline Harrison from HSBC UK

Episode 67 - Moving away from Marketing Jargon and Closer to Transforming Marketing into a Growth Engine with Caroline Harrison from HSBC UK

Our guest Caroline Harrison, Director and Head of Digital Marketing at HSBC UK. shares her views on:

Caroline’s marketing reset: Simplify marketing jargon for more effective communication
Pivoting marketing from a cost centre to a revenue engine
Prioritising tasks for greater efficiency and effectiveness
The relationship between performance and brand marketing
The role of measurement and attribution in driving informed decisions
Right housing: The fine balance between in-house and outsourced marketing activities

People who know Caroline professionally use brave, disruptive, dedicated, and passionate to describe her. She is fearless in asking the right questions and challenging the status quo. As a consummate digital marketer, she ensures that tangible and measurable results underpin digital performance.

Caroline provides authentic leadership and creates an environment of openness and trust. Her knowledge of digital marketing enables her to support both the vision and the day-to-day details. However, her passion for innovation and driving change is particularly inspiring. Caroline’s 20+ year career in digital marketing cuts across global brands like American Express, Barclays Bank, and HSBC UK.

The full transcript is available here.
You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

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Next Episode

Episode 69 - Why Marketing Needs a Reset: Marketing Leaders from Global Brands Speak Their Mind

Welcome to Time for a Reset: The Marketing Podcast with Global Leaders, where we sit down with top marketing leaders representing the biggest and most beloved brands. From understanding shifting consumer behavior to recognizing the increasing importance of marketing in driving business growth, our podcast delves deep into the strategies and insights that are shaping the future of marketing.

In this special episode, we look at what different senior marketers would like to RESET in marketing. From the dynamic intersection of purpose and profit to the transformative power of marketing in today’s digital landscape, this episode blends the art of brand purpose with the science of business-centric strategies. We’ll dissect the complexities of marketing jargon, advocate for simplicity, and discuss the evolving role of marketing in fostering customer well-being and long-lasting relationships.

Join us as we also address the creative reset needed to enhance storytelling, the saturation of media in consumer spaces, and the critical need for accurate cross-channel measurement. Stay tuned for an insightful episode that promises to reshape your vision of the Future of Marketing.

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