[03:07] Alchemy Unveiled: The data science of buying committees
Buying committees are very complex and marketing to them can feel like a major challenge. Ari gives us insights into the data science that has transformed how they reach large groups of stakeholders.
[12:26] From Nuggets to Campaign Gold: Grabbing attention in Grand Central Station
Taking the tension out of the demand problem - don’t rush straight to demand. Taking the approach to introduce yourself and share information, instead of selling, can drive engagement in an impressive way.
[26:01] Gold Rush: There’s no tension between data and creativity
Data should never stop someone from being creative. It should allow creativity to exist in a testable framework, allowing for experimentation.
Links & Resources:
" name="description">In this episode, Kathryn talks with Ari Sheinkin, CMO, IBM Consulting, discussing how data and testing unleashes creative potential. Ari dives into the 'data first' principle at IBM, the importance of understanding customers through data, and how this approach impacts marketing decisions. He also talks about an exciting campaign at Grand Central Station and how AI is improving campaigns.
Guest Quote:
Episode Breakdown:
[03:07] Alchemy Unveiled: The data science of buying committees
Buying committees are very complex and marketing to them can feel like a major challenge. Ari gives us insights into the data science that has transformed how they reach large groups of stakeholders.
[12:26] From Nuggets to Campaign Gold: Grabbing attention in Grand Central Station
Taking the tension out of the demand problem - don’t rush straight to demand. Taking the approach to introduce yourself and share information, instead of selling, can drive engagement in an impressive way.
[26:01] Gold Rush: There’s no tension between data and creativity
Data should never stop someone from being creative. It should allow creativity to exist in a testable framework, allowing for experimentation.
Links & Resources:
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