Insights, Marketing & Data: Secrets of Success from Industry Leaders – Détails, épisodes et analyse

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What if the stereotypes we hold about different generations are completely misguided? What if we don't know how to define them properly? Or if we're making up generations that simply haven't (yet) been properly defined?

Well, Sharalyn Orr of The Estee Lauder Companies is coming to the rescue with part 2 of our interview....

Join us as we debunk the myth that Baby Boomers are resistant to technology and reveal the defining traits of Gen X, molded by the upheavals of the late 60s and 70s. We contrast these with the formative experiences of Millennials during the economic booms and enhanced child safety measures of the 80s and 90s. We also explore the societal pressures that shaped the Baby Boomers' drive to acquire McMansions and the emergence of the modern midlife crisis.

We'll discuss the pragmatic mindset of Gen Z, influenced by significant events like the 2008 financial crisis and COVID-19, and the perils of narrow generational timeframes.  And how you can use generational insight within your company....

This episode is a must-listen for anyone curious about the complex interplay between generational experiences and societal norms.

All episodes available at https://www.insightplatforms.com/podcasts/

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Join us for the season four premiere of FutureView, where we sit down with Sharlyn Orr, Executive Director of Global Marketing Innovation at Estee Lauder Companies. Sharalyn takes us through her fascinating shift from journalism to consumer insights to marketing and the crucial role of subject matter experts in managing information overload within large organizations.  Among other areas  we cover:

- How Sharalyn almost became a policewoman (kind of)
- Moving from TV news and print journalism into generational insight
- Focusing and understanding the proposition for over 45s for the Estee Lauder companies
- How Sharalyn's  role intersects with consumer insight teams
- The continued importance of in-depth qualitative insight
- Sharalyn's mentors
- Characteristics of good (and bad) agencies. 
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Listen in or check out the transcript page for all the detail.  Please use the text function above to feedback thoughts, questions, further suggestions and areas you'd like the pod to cover in the future.

All episodes available at https://www.insightplatforms.com/podcasts/

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A great interviewee to start the new year - Tina Wilson, Group GP of Nielsen’s portfolio of Analytic Businesses and Ecosytem Partnerships. As most readers/ listeners will know, Nielsen is perhaps best known for its measurement currencies but Tina has overall responsibility for a major other business area: helping clients plan, evaluate and continue to optimize their marketing strategies.

This incorporates 6 different P&Ls, responsibility for around $0.5b in client revenue and Tina explains over-arching principles behind her philosophy, as well as how Nielsen had proved such a fruitful place to work, incorporating multiple roles across the organisation. for almost 27 years. We also cover:

Tina’s role in mentoring and practical means to encourage diversity in the workplace

• Nielsen’s role supporting the World Economic Forum
• The key secrets to presenting data effectively 
• Helping marketers navigate digital disruption
• Evaluating the impact of marketing spend
• How to manage cross-screen data duplication
• Balancing synthetic and human data

All episodes available at https://www.insightplatforms.com/podcasts/

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If you’ve ever worked with a survey, attended a focus group, watching a video interview with a customer - or possibly even thought that there must be a better way to teach your kids maths - then you’ve probably worked with some of the companies Jamin Brazil has set up. 

Jamin was the co-founder and CEO of Decipher, the CEO of Confirmit, the founder and exec Chairman of HubUX, which was sold to VoxPopMe where Jamin is now the CRO. He's also an advisor/ board member  for Parsec Education, Michigan State University and Adjunct Professor at California State University. 

It was a pleasure to have such a wide-ranging conversation, getting into diverse topics such as:

- The importance of making things!
- The four key considerations for a new business venture/ product extension
- Taking vs creating market share
- The role of a Chief Revenue Officer
-  VoxPopMe's mission
-  How to shape data so it sticks
- Giving back to Central California
-  Helping schools and changing how kids learn

All episodes available at https://www.insightplatforms.com/podcasts/

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Have you ever wondered about how the best key criteria to build, value and potentially sell a marcoms agency? A lot of the answers are here in less than 50 minutes!  Not only has Tony Walford built and successfully exited his own group, but he's also represented some of the best businesses in the marketing space....and shares here advice and perspective on: 

• The importance of insights
• How insights agencies should charge
• How to think about client diversification
• The 7 key value drivers for agencies 
• PE vs Strategics
• Where the M&A market for marcoms is now. 

And you'll discover how music is in the blood, with a couple of more offbeat book recommendations than we usually get!  Enjoy.....and any thoughts, recommendations or objections let me know at futureviewpod@gmail.com

All episodes available at https://www.insightplatforms.com/podcasts/

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Delighted to have on Rupesh Patel, Head of Consumer Insights for Samsung UK. Rupesh brings a wealth of  perspective from foundations at Kantar/ TNS,  to multiple roles at SKY, to his current position at Samsung.

The first part of our conversation dives deep into the relationship between consumer insights and media, where Rupesh gives a pragmatic guide to how consumer insight can help media planning and buying. Not least, he also offers potential solutions for two closely inter-related sectors that often haven't worked well together. 

In the second part of our conversation, Rupesh makes some great points around the importance of innovating media channels at work, as well as communication with consumers.  We also dive into key topics:

- What makes a good agency?
- What makes a bad agency?
- How should you gauge the impact of influencer marketing?
- Why market research as we used to know it is dead. 

There's lots of tangible advice in here for agencies and internal departments alike, including a clarion call for the insights sector to be brave, be bold and  break away from traditional norms....

All episodes available at https://www.insightplatforms.com/podcasts/

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Ever wondered how research and measurement works in the world of Connected TV? How the world of advertising has evolved over the years? Are you curious about journey to lead tech and analytics at a major research and analytics firm?   

Then tune into the conversation with Tom Weiss,  CTO and Chief Data Scientist at MarketCast, who turned his childhood fascination with computers into a remarkable career, spanning from software developer to project manager launching mobile phone networks and finally landing in the world of data science and advertising.

Tom's journey is not just about the job titles, it's about the evolution of an industry through the eyes of an insider. He takes us back to the dot-com era, sharing challenges, learnings, and how he honed his skills for quick scaling and managing in a larger corporate setting like T-Mobile. As we move through the discussion, Tom deep-dives into his current role in the world of advertising and data integration. He untangles the complexities of capturing and measuring advertising impact, and the shifting paradigm from linear TV to connected TV, driven by changing consumer behaviour. 

Tom also explains the role of Automatic Content Recognition (ACR) data, integration of survey with first-party data with non-survey datasets, his view on the disruptive potential - but also the limitations - of AI in creative development. 

Tom's book recommendation:

SMALL IS BEAUTIFUL -  E.F. Schumacher

All episodes available at https://www.insightplatforms.com/podcasts/

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What if you could run a conjoint study in a matter of hours rather than weeks?  How would then take that initial breakthrough and scale to a global business working with the likes of Pepsi, OMD and T-Mobile with  repeat, contracted revenue and long term relationships?   

Enter Peter Aschmoneit, co-founder and CEO of Quantilope,  the consumer intelligence company that's shaking up the industry. An accomplished CEO, CMO, and board advisor with a rich history in global food companies like Unilever and Danone, Peter brings his unique blend of expertise to the table as we pull back the curtain on Peter and Quantilope's journey so far, including: 

-  Moving from client to agency side
-  How tangible values help company's scale
-  Whether consumer insight companies can really be a VC proposition
- Shaking up the world of brand tracking
- The important of financial transparency
- How Quantilope implements a SaaS based approach
- Using AI as your co-pilot
- How to manage work-life balance

As well as Peter's book recommendations:

HOW BRANDS GROW: WHAT MARKETERS DON'T KNOW - Byron Sharp
BETTER BRAND HEALTH - Jenni Romaniuk
OBVIOUSLY AWESOME - April Dunford

All episodes available at https://www.insightplatforms.com/podcasts/

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I'm delighted to be able to share the FutureView interview with Joaquim Bretcha, Director General of ESOMAR. 

Ass the leader of the global trade organization for the insights industry, Joaquim brings a  unique and deeply tenured viewpoint from major organisations on the client side such as Carrefour, to building out Netquest and several roles with ESOMAR. 

Among other topics, we address the hurdles traditional survey methods face in the realm of customer experience and user experience; key factors for success in the industry;  and  we explore the  sometimes contentious  relationship between research agencies and consultants.

Joaquim also explains ESOMAR's goals and the importance of the organisation's history, as well as the practical steps around lobbying organisations such as the EU to protect and grow the industry. 

And - of course - we have the occasional digression into things your probably didn't know about Joaquim....

All episodes available at https://www.insightplatforms.com/podcasts/

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The FutureView podcast is published in conjunction with InsightPlatforms.com. This episode is sponsored by Human Made Machine - optimising media ROI through high quality creative testing - find out more at HumanMadeMachine.com

Delighted to publish part 2 of the interview with Avinash Kaushik. For those who haven't listened to part 1 (yet), Avinash is author of two best selling books, hugely popular blogger, former analytics evangelist at Google (among many other roles during his 16 years there) and now CSO at Croud.  

In part 2 we get into:

- Using creative testing to win before you spend
-  Matching testing to in-market performance
-   Balancing creativity & data analytics
-   Croud - what comes next
-   Looking for the next generation of leaders
-   Strong opinions, loosely held...does the mantra work
-   Avinash's best and worse characteristics....from someone who knows him very very well!

Book recommendations:

YUVAL NOAH HARARI - SAPIENS
LIU CIXIN - THE THREE BODY PROBLEM

All episodes available at https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to futureviewpod@gmail.com