#016 - Augmenting Customer Research with Behavioral Data

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I was introduced to customer research several years ago but didn’t really make the connection to digital marketing until almost four years ago when leading a testing and optimization team at Best Buy. I was all in on customer research, not as a researcher, but in terms of how digital analytics and a well-oiled A/B testing program could augment research and deliver a better overall customer experience.

Obviously time is money and resources are limited. Unfortunately, this is a reality for most of us. However, that shouldn’t stop us from delivering a better customer experience should it?

That’s why I’ve invited Jennifer Havice to join me today. Jennifer, founder of Make Mention Media and Communications, a conversion copywriting and CRO consulting company, joined me to share her perspective on this very question. In this episode, she shares why she thinks that research is so important and often neglected. She also provides her take on the research market and how behavioral data can be a powerful tool for augmenting research.

PEOPLE, TECHNOLOGY, AND RESOURCES MENTIONED

Listeners, Before You Go!

Thanks for listening. If you have any questions for me or the guest on this episode, please leave a comment on LinkedIn or Twitter. I’ll get back to you as soon as I can.

If you enjoyed this episode, please leave a review and rate the show in iTunes. Also subscribe so you don't miss any future episodes. 

Your support on social media is also appreciated. Feel free to share this episode and to connect with me on LinkedIn or Twitter via the links below. 

#015 - Loyalty and Personalization in Healthcare

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Have you ever wondered how consumer expectations are changing the way healthcare payers and providers think about the overall consumer healthcare experience? Wondering how healthcare companies are harnessing data or from wearable devices? Or, maybe you’re wondering how healthcare companies are going to drive innovation in a heavily regulated industry. Wonder no more!

On this episode, I had the pleasure of speaking with Rahul Goyal, Director of Digital Analytics and Personalization at UnitedHealth Group and Tess MacGibbon, Account Director at The Lacek Group about all of this. Well, briefly since we only had fifty minutes. Both guests are incredibly knowledgeable about healthcare which made this a fun and enlightening episode. Listen in as Rahul and Tess provide an insiders perspective on data, personalization and loyalty in the healthcare industry.

show highlights and what you’ll learn…

  • The rise of consumer expectations in the healthcare sector

  • Challenges with personalizing healthcare experiences for consumers

  • How the healthcare industry thinks about personalization and what they’re doing to address today’s challenges

  • How personalization drives loyalty in healthcare; the current state of loyalty and where there are opportunities for innovation

  • Data and analytics talent in the healthcare industry; what UHG is doing to bridge gaps between talent types and the business

  • The future of loyalty and personalization in healthcare

PEOPLE, TECHNOLOGY, AND RESOURCES MENTIONED

Listeners, Before You Go!

Thanks for listening. If you have any questions for me or the guest on this episode, please leave a comment on LinkedIn or Twitter. I’ll get back to you as soon as I can.

If you enjoyed this episode, please leave a review and rate the show in iTunes. Also subscribe so you don't miss any future episodes. 

Your support on social media is also appreciated. Feel free to share this episode and to connect with me on LinkedIn or Twitter via the links below. 

#014 - Into The New Year!

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Since starting the Digital Measure Show in April of last year I’ve released 13 episodes which is a little better than one per month. Not as many as I would have liked but then again it’s not about quantity as much as it is about quality and consistency. If I’m being completely honest, 2018 was truly about learning and getting comfortable behind a microphone. For that, I’m incredibly thankful for my guests (and strong network!) for providing me with wonderful content, their time, and network exposure to help promote this podcast.  

Looking ahead into 2019 I really feel like there’s momentum behind the podcast—I’ve got some incredible guests lined up already and I’m partnering with The Lacek Group to produce a handful of high-quality loyalty and digital marketing episodes.

upcoming topics and guests…

Listeners, Before You Go!

Thanks for listening. If you have any questions for me or the guest on this episode, please leave a comment on LinkedIn or Twitter. I’ll get back to you as soon as I can.

If you enjoyed this episode, please leave a review and rate the show in iTunes. Also subscribe so you don't miss any future episodes. 

Your support on social media is also appreciated. Feel free to share this episode and to connect with me on LinkedIn or Twitter via the links below. 

#013 - Agile Marketing Development & Teams

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Two episodes ago I had Femi Olajiga on the show to give us an intro on agile marketing and to share his experience and research in this field. On that episode he provided an overview of some agile methodologies, how he has seen organizations adopt these methodologies and the skill sets needed to be successful. Though I enjoyed our conversation, I had many more questions so I sought out a couple of veterans in the field to provide us with some perspective and to answer questions that the podcast listeners and I still have about agile marketing.

David Stark, Head of Digital Strategy & Web Operations at 3D Systems Corporation and one of IBM’s original agile evangelists, joined me with over twenty years of experience in digital marketing and agile. My second guest, Pat McManus, Sr. Director of Strategy at The Lacek Group joined me to discuss current agile methods used while developing a loyalty program for one of the agencies largest strategic accounts.

On this episode we discuss the mindset of agile, team structures, working with external partners, how data teams can adopt an agile mindset and more.

Whether you’re new to agile, evolving your program or just looking to adopt an agile mindset, there’s 40+ years of combined knowledge to draw from in this episode so listen in and share your thoughts with us on Linkedin or Twitter (links below).

Show highlights and what you'll learn...

  • Intro to David and Pat’s combined 40+ years of digital marketing and agile experience

  • Why having an agile mindset does not simply mean moving faster

  • Team structures, skill sets needed and integrating with cross-functional teams for creative problem solving

  • Growing into an agile practice and what that means for team members with non-traditional agile titles and roles

  • Finding the right agency partners, relationships and cross-functional engagement in an agile environment

  • How The Lacek Group drives effective collaboration across internal and external clients to meet the needs of one of it’s largest strategic account

  • Taking a product to market (eg. loyalty program) with core benefits, large scope and a long timeline while remaining agile enough to deliver short-term promotional benefits

  • How agile frameworks and methodologies can be used on data teams to meet the needs of organizational demands

  • Parting tips and wisdom for those who are eager to learn about agile or introduce agile into their organization

Listeners, Before You Go!

Thanks for listening. If you have any questions for me or the guest on this episode, please leave a comment on LinkedIn or Twitter. I’ll get back to you as soon as I can.

If you enjoyed this episode, please leave a review and rate the show in iTunes. Also subscribe so you don't miss any future episodes. 

Your support on social media is also appreciated. Feel free to share this episode and to connect with me on LinkedIn or Twitter via the links below. 

#012 - The Art of MarTech Vendor Evaluations

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On this episode I had the pleasure of talking with Jerry Helou, Digital Experience Architect at Softcrylic, and Jose Bergiste, Principle Analytics Consultant at Cognetik about martech vendor evaluations. If you recall from the last episode, Jose and I touched on the importance of evaluations when developing a 360 degree view of your customer. This part of the process, as you will hear in this episode, is so critical for the longevity of your investment. Unfortunately, if you haven’t been part of a POC or experienced in leading this process, selecting a new martech vendor can introduce a lot of anxiety and create uncertainty.

In this episode, we hope to answer some questions that cause uncertainty by providing you with some pointers that you can use in your next evaluation. The three of us discuss some of the more important and often overlooked steps during this process. We share our experiences and provide tips that won’t be found in a blog post or an online checklist. Listen in, take a few notes and leave a comment if you have tips not discussed in this episode.

We start off by discussing some of the often overlooked pre-planning and team oriented details that are critical for an effective evaluation. Then we move into the actual evaluation process, conducting a POC, the importance of scorecards, and how to think about scalability after implementation. (See show highlights section below for more detail)

Whether you’re part of the martech evaluation team or a marketing leader sponsoring the investment, this episode has some good tips on how to perform an effective martech vendor evaluation that will provide a greater return on your investment.

If you’re looking for more depth on the topics discussed in this episode don’t forget to subscribe to this podcast. I’ll be digging into more marketing topics in future episodes with my guest of the day.

Show highlights and what you'll learn...

  • Business and technology considerations before engaging martech vendors for evaluation

  • The ideal make up of a core evaluation team (indirect and direct) and types of represented experience needed to be effective and yield long-term results

  • When to engage vendors for evaluation and how many to include

  • Business and vendor benefits of having a well defined evaluation scorecard

  • Additional evaluation techniques such as RFIs, demos, and gaining insights from current clients of vendor prospects

  • Post POC considerations: resources needed, expected run time, training and maintenance, vendor and internal support to drive adoption, scalability, and reasons why tool usage starts to decline after on-boarding new vendor

Listeners, Before You Go!

Thanks for listening. If you have any questions for me or the guest on this episode, please leave a comment on LinkedIn or Twitter. I’ll get back to you as soon as I can.

If you enjoyed this episode, please leave a review and rate the show in iTunes. Also subscribe so you don't miss any future episodes. 

Your support on social media is also appreciated. Feel free to share this episode and to connect with me on LinkedIn or Twitter via the links below. 

#011 - Introductory Guide to Creating a 360 Degree View of Customer

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In this episode Jose Bergiste, Principe Analytics Consultant at Cognetik, joins me to help provide an introductory guide for marketing leaders on how to create a 360 degree view of the customer. We start by discussing some of the general challenges and solutions when creating a 360 degree of the customer. Then we dive into the importance of vendor consolidation, APIs, and identity resolution solutions on the technology side. In terms of strategy, we discuss practical tips on how to improve authentication rates, the importance of digital analytics and A/B testing. We pivot and discuss other considerations such as staffing, data storage and insights. We end on a few tips on how to approach vendor evaluations which we will discuss in much more depth in an upcoming episode.

If you’re looking for more depth on the topics discussed in this episode don’t forget to subscribe to this podcast because I’ll be digging deeper into each of these topics in the future episodes with my guest of the day.

Show highlights and what you'll learn...

  • We define what we mean by “360 degree view of the customer”

  • Common challenges a marketing leader should be aware of when creating a single 360 degree view of the customer

  • Why you should expect Martech integrations

  • The role of Application Program Interfaces (API) and why they are important

  • The role of probabilistic matching and identity resolution solutions

  • How to offset technology challenges with a customer-centric strategy

  • Staffing considerations and how culture drives vendor evaluation/selection

  • The importance of data storage, centralization and customer insights

  • A few tips in approaching the vendor evaluation process to tease an upcoming episode which will be strictly focused on this particular point in the process. Will update when that podcast is published.

Listeners, Before You Go!

Thanks for listening. If you have any questions for me or the guest on this episode, please leave a comment below and we'll get back to you.

If you enjoyed this episode, please leave a review and rate the show in iTunes. Also subscribe so you don't miss any future episodes. 

Your support on social media is also appreciated. Feel free to share this episode and to connect with me on LinkedIn, Twitter, and Facebook via the links below. 

#010 - Intro to Agile Marketing with Femi Olajiga

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On this episode I had the pleasure of talking with Femi Olajiga, Agile Marketing Coach at CX Conversion and author of Lean Agile Marketing.

Femi started his career in IT as a Network Engineer at Cisco and eventually made his way into digital marketing as a digital and conversion rate optimization analyst, eventually finding his way into Agile. After holding several positions across those disciplines, Femi decided to start his own practice at CX Conversion where he consults on various Agile and Digital Marketing services.

Femi is here today to talk with us about Agile Marketing, share his experiences, and provide us with a good primer on the subject. We begin our conversation talking about some of the different flavors of Agile and how Femi has seen Marketing teams adopt them into their processes. We then talk about some of the challenges that come with adopting an Agile framework into businesses and we move onto some of the more granular details like cross-functional teams, skill sets, and tips for individuals looking to make improvements to their marketing function.

Whether you’re interested in introducing Agile to your organization or just looking to make some improvements to the way you work in your current role, this episode has some good insights on how to become a more effective marketer.

SHOW HIGHLIGHTS AND WHAT YOU'LL LEARN...

  • Femi's journey from selling chickens in Nigeria to consulting corporations like Verizon and Avis on Agile marketing.

  • Flavors of agile and three key areas that can be improved to make your marketing teams more efficient.

  • The most common Agile marketing teams and also the most challenged.

  • How Agile typically gains adoption and practical advice for those who wish to introduce to their functional teams.

  • When T-Shaped skills are effective and when they are not.

  • Common misconceptions and tips for those interested in improving their marketing function.

  • Introduction to Lean Agile Marketing and Femi’s ongoing research on Agile marketing.

REACH AND CONNECT WITH FEMI

PEOPLE, TECHNOLOGY, AND RESOURCES MENTIONED

LISTENERS, BEFORE YOU GO!

Thanks for listening. If you have any questions for me or the guest on this episode, please leave a comment below and we'll get back to you.

If you enjoyed this episode, please leave a review and rate the show in iTunes. Also subscribe so you don't miss any future episodes. 

Your support on social media is also appreciated. Feel free to share this episode and to connect with me on LinkedIn, Twitter, and Facebook via the links below. 

#009 - Data Engineering with Jose Bergiste

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One of the many reasons for this podcast is to connect with new people in the industry and learn from their experiences. On this episode, I'm happy to introduce Jose Bergiste, Principle Analytics Consultant at Congetik. Jose reached out to me as a fan of the podcast several weeks ago and asked if he could be a guest on the show to educate others in this space on what it’s like to be a data engineer. I loved his mission and though that it fit right into the narrative of this podcast.

We began our conversation talking about what data engineers do then we get into the day-to-day aspects of being a data engineer, how they fit within organizations, their relationships with marketing, IT, and data teams. Then we touch on the market and what Jose does to stay relevant in a rapidly evolving industry.

Whether your an aspiring data engineer or work in other areas of marketing, this episode has some good insights on the industry and how they're becoming a more important role in digital marketing. 

Show highlights and what you'll learn...

  • How Jose got into data engineer and his experience at Walt Disney Company
  • Jose describes some of the day-to-day aspects and types of data engineering 
  • Where data engineering teams fit into organizations, the culture, and how they support digital marketing
  • The relationship between data, marketing, IT, and data engineering teams
  • A little on the current market of data engineering and keeping your skills relevant 
  • Recommended resources for aspiring data engineers

Reach and connect with Jose:

People, Technology, and Resources Mentioned

Jose, thanks for this awesome iTunes review and for being a listener of the podcast. Much appreciated and I look forward to future conversations with you. 

First episode in and I am very impressed. Very good content. Cool topics and well delivered. I like that it is not super technical but also not shallow. You gain good insights and learn a few things from it. Can’t wait for more.
— Jose Bergiste

Listeners, Before You Go!

Thanks for listening. If you have any questions for me or the guest on this episode, please leave a comment below and we'll get back to you.

If you enjoyed this episode, please leave a review and rate the show in iTunes. Also subscribe so you don't miss any future episodes. 

Your support on social media is also appreciated. Feel free to share this episode and to connect with me on LinkedIn, Twitter, and Facebook via the links below. 

#008 - Service Design with Kurt Schmidt

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It's no surprise that companies are putting a lot of emphasis on experience design these days. In a recent article, Create Powerful Customer Experiences, Gartner shared that 81% of marketing leaders responsible for CX believe that their companies will primarily compete on the basis of CX in two years. That's incredible but also not that surprising. 

So I invited Kurt Schmidt, former BMX professional and graphics designer, now President at Foundry, to talk with us a bit about service design. While on this episode, Kurt spends a decent amount of time describing the difference between service design and other forms of experience design, CX, UX, etc., the relationships are analogous or at least becoming that way. Listen in as Kurt is a wealth of knowledge in this space. He's curious, passionate, and has been around this industry a long time so it was a pleasure having him on the show.

Kurt's also a keynote speaker at local product and agile conferences if you're in the Minneapolis area and interested in hearing him speak live. Visit his website (link below) for upcoming events.  

If wearing headphones and listening to audio is more your thing, Kurt also hosts his own podcast, The Schmidt List, on leadership in design and technology. Check it out. 

On this episode we discuss the following…

  • Kurt's journey and transition from graphics design to the world of service design
  • What service design is and what it is not
  • When an organization or team should engage someone in service design
  • Misconceptions about people and the value of service design
  • Advice on how to introduce service design to an organization and keeping projects focused
  • Finding business opportunity with service design
  • Customer expectations in modern commerce and the role of service design 
  • Product development with quantitative and qualitative data
  • The job market for people in service design

How you Can reach Kurt:

various mentions and topics from this episode:

#007 - Online Learning for Data Science

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Data programming has been a topic of interest of mine for the past year and peaked just a few months ago. I started attending R sessions at conferences to gain as much knowledge as I could and to decide if this was a development track I wanted to pursue. R and Python have been gaining in popularity over the past several years so I thought maybe I was late to the game. Judging by the crowd at these conferences there were a lot of beginners and curious attendees. Maybe I'm not so late after all.

After enough research and conferences, I decided that R was the better fit and aligned well with my career path. So, I scratched the itch. Well, I tried. However, like most people learning something new, I had lots and lots of questions but didn't want to waste anymore time searching for online help. R was incredibly confusing and I was getting nowhere fast, so I switched directions and looked for a structured learning program instead. If there was a logical learning progression for guitar or jiu jitsu, I had decided that there must be one for data programming too.

Turns out I was right...I think. I started out with a free trial from DataCamp but after a couple of weeks I realized that the subscription would save me a lot of time and frustration. 

After making it half way through the intermediate R course I asked Robert Daniel, Chief Sales Officer at DataCamp, to join me on the podcast to talk a little bit about online learning for data scientists. Don't worry, this episode isn't a sales pitch for DataCamp. Because my journey took about a year, I imagine that others are also looking for resources and wondering where to get started. If that's you, listen to this episode. It's intended to be informative and a short listen.

Enjoy and leave a comment below if you have other resources that you'd like to recommend.   

On this episode we discuss the following…

  • Intro to DataCamp and their mission
  • Why online learning has emerged and servicing the data scientist community
  • How businesses are adopting online programs to train their data scientists
  • What DataCamp has learned from learners over the past 4 years and how that’s driving product innovation
  • How DataCamp designs their learning tracks around the way data scientists learn
  • The two main differences between DataCamp and other online learning programs
  •  Continuing your data programming education and available learning tracks

recommended data science resources and mentions