In this episode of Data-Driven Voices, host Emma Storbacka sits down with Neil Dickson, Head of Digital Strategy and Capabilities at Scania, to talk about what it takes to lead large-scale change in a global, industrial organization.

They explore:

• How a psychology-first mindset helps teams adapt to disruptive change

• What it means to build a real infrastructure for transformation—not just processes
• Why customer insight and local enablement beat top-down directives
• How a global ethnography project turned into a GPT-powered voice-of-the-customer engine
• Why trust, vision, and adoption—not just AI or tech—are the real change levers

AI and digitalization are moving fast—but organizational change rarely does. So how can leaders navigate complexity, win trust, and build systems that people actually use?

--> Tune in for a practical, human-centered conversation with one of the Nordics’ most thoughtful voices in data and transformation.

#DigitalTransformation #AIAdoption #ChangeLeadership #CustomerInsight #OrganizationalChange #DataDrivenVoices

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Petteri Heinonen, Chief Technology and Data Officer at Saka, to explore what it really takes to drive a company-wide digital transformation—from the ground up.

They dive into:

• How to go from scattered IT to a unified, customer-first data model
• Why tech choices should follow business outcomes—not the other way around
• The famous “gym analogy” for Martech: why tools alone won’t make you stronger
• How to prepare your data landscape for AI without chasing hype
• Why breaking down silos starts with shared ownership and trust

For Petteri, being data-driven isn’t about dashboards or architecture diagrams—it’s about staying curious, moving fast, and making sure your tools are actually used. So how can leaders cut through complexity and build tech that delivers real impact?

Tune in for a refreshing, no-BS conversation with one of the most pragmatic minds in data and tech leadership.

#MarTech #AIReadiness #DataStrategy #CustomerCentricity #DigitalTransformation #DataDrivenVoices

Join us as we dive deeper into the world of data-algo-action with our CEO, Emma Storbacka, and Strategy Director, Ilona Vigren. Discover how this approach can drive tangible business results by:

• Defining your level of automation and setting targets
• Uplifting your automation level and ensuring scalability
• Managing your scaled portfolio effectively 

#podcast #datadriven #dataintoresults #dataalgoaction #insights

In our new episode CEO Emma Storbacka and Strategy Director Ilona Vigren, discuss the secret recipe to a successful data-driven business:

• How to define a data-algo-action methodology.
• How to apply the framework to concrete business problems.
• How to use the same recipe again and benefit scaling.

More receipts available in our Avaus Cookbooks. Read and learn more how to add more flavour to you business and stay relevant to your customers.

#podcast #datadriven #dataintoresults #dataalgoaction #avauscookbook

Is your organisation ready to run a marathon instead of endless sprints? Our CEO Emma Storbacka and Strategy Director Ilona Vigren are your coaches and discuss your full training program:

• How to end endless piloting
• How to scale and automate the right efforts
• How to personalize at scale
•  How to create the right mindset

#podcast #datadriven #dataintoresults  #dataalgoaction

Our podcast series continues! High vision of becoming data-driven, but don’t know how to translate vision into concrete actions? We got you! Our CEO Emma Storbacka and Strategy Director Ilona Vigren are breaking down the steps:

1. How to become a data-driven organisation

2. How to define the relevant KPIs

3. How to create the right mindset

Find out how data-driven your organisation is right now and whether customer-centricity and data-drivenness going hand-in-hand or if they are separate topics.

#podcast #datadriven #dataintoresults  #dataalgoaction

We are continuing our European expansion. Starting January 2023, Italian enterprises will be able to leverage Avaus’ best practice assets and methodologies for accelerating data-driven transformation in marketing and sales. Listen to Emma Storbacka, Avaus Group CEO interviewing Piero Trivellato, Country Manager Avaus Italy on what European organisations in general, and Italian firms in specific, can learn from the Nordic way of working with data-driven transformation.

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Emma Spjut, Head of CRM & Marketing Automation at Dustin, for our very first Swedish-language episode. Together, they dive into the power of automation, AI, and data-driven strategy in transforming modern marketing. Summary of the episode in english is available here: https://www.avaus.com/blog/omnichannel-automation-emma-spjut-podcast/

Together, they explore:

Marketing today is no longer one-size-fits-all. It’s smart, scalable, and fueled by data. Tune in to hear how Emma Spjut and her team are shaping the future of customer communication at scale.

#MarketingAutomation #AIinMarketing #Omnichannel #DataDrivenVoices #CustomerInsights

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Samuli Tahvanainen, Head of Marketing Technology at Sanoma, to talk about the ever-evolving MarTech landscape and the shift toward composable architectures.

They dive into:

• Why MarTech is never "done"—and how to stay ahead in a fast-changing field

• The balance between technology leadership and people management

• How to reverse-engineer MarTech decisions by starting with business goals

• The role of customer-centricity in driving smarter, more relevant marketing

• Why composable MarTech is like Lego (and how to avoid getting stuck with Playmobil)

With more tools, data, and expectations than ever, MarTech leaders are under pressure to deliver results while staying agile. How can companies design flexible, scalable, and business-driven MarTech stacks?

Tune in for a sharp and honest conversation with one of the Nordics' leading MarTech experts.

#MarTech #MarketingOps #ComposableMarTech #CustomerData #MarketingTechnology #DataDrivenVoices

In this episode of Data Driven Voices, host Emma Storbacka sits down with Adam Greco, a digital analytics veteran now at Hightouch, to explore the evolution of Customer Data Platforms (CDPs) in the era of composable architectures.

Key topics include:

• The convergence of digital and customer analytics

• Why data warehouses are becoming the central hub for customer data
• 10 key benefits of composable CDPs
• Common misconceptions and challenges of composable CDPs
• How AI is transforming data-driven decision-making
• Best practices for organizations adopting a composable CDP approach

Tune in to learn how this flexible, cost-efficient model can help future-proof your marketing and analytics strategies.

#DataDriven #ComposableCDP #CustomerData #AIinMarketing #MarTech #Analytics #DataWarehouse #Personalization #MarketingTechnology

In this episode of Data Driven Voices, host Emma Storbacka sits down with Phil Gamache, MarTech expert and co-host of Humans of MarTech, to explore the evolving MarTech landscape, from AI-driven automation to the shift toward composable stacks.

Together, they discuss:

• Why marketing teams struggle to become truly data-driven—and how to fix it
• The real impact of AI agents in marketing (and why most vendors are overhyping them)
• Composable vs. packaged CDPs: Which one wins in the long run?
• The truth about multi-touch attribution—why it often leads to bad decisions
• How MarTech leaders should navigate the next wave of AI-driven tools

Marketers are facing more complexity than ever, with new AI capabilities, evolving data strategies, and the ongoing MarTech vs. Data team divide. How can companies make smarter tech decisions without getting caught up in the hype?

--> Tune in for expert insights from one of the sharpest voices in MarTech.

#MarTech #AIinMarketing #ComposableCDP #MarketingOps #MarketingTechnology #DataDrivenVoices

In this episode of Data-Driven Voices, host Emma Storbacka sits down with Scott Brinker, the godfather of MarTech and VP of Platform Ecosystem at HubSpot, to discuss the realities of MarTech, data, and AI in today’s marketing landscape.

Together, they explore:

• Why MarTech adoption rates are dropping—and how to fix it
• The biggest mistakes companies make with MarTech and data investments
• How AI and automation are shaping the next era of marketing operations
• The rise of Big Ops—and why marketing is now an operational function
• What CMOs and CEOs need to do to future-proof their organizations

Marketing isn’t just about creativity anymore—it’s an operating function that requires the right tools, data, and processes. Are companies keeping up, or falling behind?

🎧 Tune in for expert insights from one of the biggest names in MarTech!

#MarTech #AIinMarketing #MarketingOps #MarketingTechnology #DataDrivenVoices

Many companies have invested in MarTech, but few are truly getting value from it. In this episode of Data Driven Voices, Emma Storbacka is joined by Oscar Jäderberg, Solution Architect and Head of Data Activation at Avaus.

Together, they explore:

• What data activation really means and why it’s key to scaling personalization
• The biggest challenges companies face when operationalizing MarTech
• Why composable architectures and shifting left to data warehouses are gaining traction
• How to build a structured process that actually delivers business results
• The role of CMOs, CDOs, and tech teams in making MarTech work

If you’ve ever wondered why your MarTech stack isn’t living up to expectations—or how to drive real commercial impact—this episode is packed with insights you won’t want to miss.

#MarTech #DataDrivenMarketing #MarketingTechnology #ComposableCDP #DataDrivenVoices

In this episode of Data Driven Voices, Emma Storbacka is joined by digital marketing expert Jens Hård to break down one of the hottest topics in the industry: First-party data.

With privacy regulations tightening and third-party cookies fading, businesses are at a crossroads. How do you build marketing strategies that truly connect with customers while staying ahead of the game? In this conversation, we unpack:

• What first-party data really means and why it’s gaining so much attention
• The death of third-party cookies and how it’s changing the digital landscape
• How companies can activate their data across channels for real business impact
• The organizational shifts needed to unlock the full potential of data-driven marketing

No fluff—just insights, expert takes, and strategies you can apply right away. If you want to stay relevant in the future of marketing, this episode is a great listen!

#FirstPartyData #MarketingStrategy #DataDrivenVoices #DigitalMarketing #Podcast

The last episode of the summer season of Data Driven Voices out now!Join CEO Emma Storbacka and Strategy Director Ilona Vigren as they explore the world of becoming data-driven. Gain valuable insights on stakeholder alignment, avoiding a purely technical approach, and planning for long-term success.

Discover how to overcome challenges in diverse expertise and competences, and consider a separate program or organization to drive your data initiatives forward. Learn about the effective operating model that focuses on alignment, calibration, execution, and talent development. 

#podcast #datadriven #dataintoresults #dataalgoaction #insights

In this episode, we talk with two of our Avaus colleagues, Claes Kaarni (Country Manager, Finland) and Gustav Malmqvist (Director of Technology), about why so many organizations are rethinking their MarTech stacks right now, and why the platform itself is rarely the real problem. The conversation covers what really needs to change, who should own this work, and the top mistakes to avoid.

(00:37) Introduction to Claes and Gustav

(02:33) Why MarTech modernization is happening now

(08:49) Data, technology, and operating model: what really needs to change

(13:55) The bike shedding problem: focusing on what actually matters

(22:00) Design principles, leadership, and breaking silos

(28:28) Who should own MarTech modernization

(34:35) Top mistakes to avoid in MarTech modernization

(36:42) Where to find Claes and Gustav

In this episode, we talk with Robin Lejonhuvud, independent advisor specializing in growth, marketing and commercial transformations, about navigating the chaos of marketing in 2026. Drawing from her experience at H&M and agencies like PhD and Omnicom, Robin reveals why every marketer feels one step behind and why that's actually normal. We explore what Western companies can learn from Chinese competitors' test-and-learn mentality, why blueprints fail but systematic ways of working succeed, and her 50% baseline approach. Stop doing everything on the surface and go deep on three things per quarter. With discipline and focus, you can achieve cultural change within six months.

(00:00) Introduction to Robin's Background

(04:00) Navigating Marketing Challenges in 2026

(05:22) Learning from Chinese Competitors

(09:19) The Importance of an Operating System in Marketing

(18:28) The Balance of Strategic and Operational Skills

(22:23) Creating Effective Structures for Teams

(24:47) Prioritizing Goals in Marketing

(28:18) Aligning Metrics and Business Goals

(30:50) The Importance of Experimentation and Learning

(33:51) Leadership in Times of Change

(36:16) Finding Clarity Amidst Chaos

(39:39) Final thoughts and advice  from Robin

In this episode, we talk with Frans Riemersma, founder of MartechTribe and co-author of the "MarTech for 2026" report about cutting through the AI hype. He reveals what's actually happening in marketing: 90% claim to use AI agents, but only 23% have them in production. Frans shares his brutally practical approach: forget the experiments, follow the money to your biggest customers and highest-margin products, focus on 2-4 journeys that drive 80% of revenue, and watch out for anyone stuck in "always/never" thinking.

https://www.martechtribe.com/

(00:38) - Introduction and Welcoming

(01:33) - The MarTech Research on Agents: What is Going On?

(04:50) - Agent Adoption: Hype vs. Reality

(8:18) - From Technology Stack to Organizational Thinking

(13:50) - The IT-Marketing Power Struggle and Why Marketing Lost the Boardroom

(19:28) - Introducing Value Engineering: From Cost-Cutting to Revenue Growth

(24:35) - Ownership and Experimentation

(27:48) - Brand, Narrative, and the Hack, Pack, Stack methodology

(39:26) - Customer Journey Ownership and Breaking Down Silos with Context

(45:38) - Bringing Joy Back to Marketing and How to Connect with Frans

In this episode, we talk with Jerker Olofsson, VP Commercial Excellence at Alleima, about how systematic sales excellence can deliver 30-40% increases in order intake per salesperson. Drawing from 26 years at Atlas Copco, he explains why sales has been treated as a "black box" for too long, how to turn salespeople into their "Kobe Bryant" versions through structured processes, and why you need processes before you can automate or apply AI.

His advice? Stop treating sales like magic and start treating it like the competitive sport it is.

https://www.alleima.com/

[00:00] Introduction and Background

[02:34] Sales Excellence and Commercial Excellence

[05:15] The Journey into Sales

[07:26] The Importance of Sales

[10:20] Sales Excellence Methodology

[12:32] Framework for Commercial Excellence

[14:18] Challenges in Sales Management

[18:22] Driving Change in Sales

[21:04] Centralization vs. Decentralization in Sales

[24:41] The Future of Sales and AI

[27:30] The Evolving Role of Salespeople

[34:54] Building Customer Confidence

[38:10] The Importance of Content in Sales

[45:11] Future of Commercial Excellence

[46:34] Measuring Success in Sales

In this episode of Data Driven Voices, host Emma Storbacka is joined by Nina Rancken, Customer Engagement Lead at OP Pohjola. They dive deep into OP's pioneering, AI-based MarTech journey – a six-year transformation that required a fundamental cultural shift, not just a technological one. 

Chapters 

(00:00) - Introduction and Welcome

(01:44) - Nina’s Background - from Nokia to OP

(03:49) - OP Pohjola and Its Forward-Looking, Agile Culture

(07:53) - The AI-based MarTech Journey and the Cultural Change

(13:56) - The Four Key Strategic Principles 

(16:55) - Current Capabilities in 2025: 8 Channels and 350 Next Best Actions

(19:15) - How AI Drives Next Best Action Decisioning and the Improved Key KPIs (Engagement and Contract Conversions)

(24:52) - Operating Model Changes and Governance Forums

(30:18) - Lessons Learned: The Need for a Clear Holistic Owner

(32:40) - Future Potential

(41:36)  - Change Management Lessons and Best Practices

https://www.op.fi/en/home-page

In this episode of Data Driven Voice, host Emma Storbacka sits down with Anette Tannerfeldt, CEO at Swedma and Jari Perko, CEO at ASML to unpack profiling, privacy, and performance in modern marketing. From Europe’s regulatory headwinds to the rise of Temu and Shein, they examine why so much data goes unused, where Nordic brands are falling behind, and how courage, ethics, and first-party smarts can turn compliance into competitive edge.

Chapters

00:37 — Welcome & The Regulatory Battlefield

07:30 — Profiling: Human Nature vs. Digital Risk

11:48 — The Martech Utilization Crisis

19:50 — The Temu and Shein Effect

21:30 — The Competitiveness Battle: Europe vs. China

31:26 — The Path Forward: Courage and Collaboration

37:24 — Conclusion & advice for companies

https://www.swedma.se/

https://asml.fi/

In this episode of Data Driven Voices, host Emma Storbacka sits down with our Head of AI at Avaus, Eric Hörberg, to explore how organizations can leverage AI for meaningful business impact, while navigating the challenges, fears, and “sleepless nights” that come with rapid technological change.

• Introduction (00:00)
• AI, fear, and sleepless nights (01:23)
• Eric's AI journey: From 2010 to today (06:20)
• Generative AI and Its Growing Impact (12:30)
• AI in Business: Beyond Content Creation (17:25)
• The AI Workflow: Integrating AI into Existing Processes (25:30)
• AI in B2B and Marketing: Where the Real Value Lies (29:10)
• The Leadership Challenge: Embracing AI for Business Growth (33:40)
• Final thoughts & key takeaways (36:00)

This episode of Data-Driven Voices is a little bit different. It's an AI-generated audio version of our MarTech and Customer Data Guide, created with NotebookLM. The guide brings together extensive expertise and customer stories, now repurposed in audio format to make the insights accessible in more ways.

We explore:

• Why omni-channel presence and hyper-personalization are now business-critical

• The shift from third-party cookies to first-party data and retail media

• How automation and AI scale content and customer engagement

• The rise of MACH architectures and composable customer data platforms

• Why operating models, data quality, and change management matter more than just the tech

📖 Download the full guide via this link: https://www.avaus.com/avaus-martech-guide/

📬 Would you like a physical copy? Reach out to us at business@avaus.com and we can send you one

In this episode of Data Driven Voices, host Emma Storbacka sits down with Karoliina Partanen, Director of AI Finland, to explore how the country’s leading AI network is helping companies go beyond efficiency gains and focus on real business growth.

• Introduction (00:00)

• The Role and Vision of AI Finland (06:22)

• Comparative Analysis: Finland vs. Sweden (11:48)

• AI Adoption Challenges (15:39)

• Creating an Open Atmosphere (18:42)

• Building Trust and Consistency (20:20)

• Empowering Leadership with AI Training (22:18)

• The Importance of Experiential Learning (24:25)

• Fostering Innovation through Collaborative Learning (26:11)

• Transforming Customer Experience with AI (29:04)

• Staying Informed in a Rapidly Evolving AI Landscape (32:15)

• Practical Steps for AI Integration (37:17)

• Closing Remarks (40:57)