How are large brands navigating the distance between business and data stakeholders? How can end-user data be used to generate demand for retail partners? What trends are emerging in the data industry? In this episode of The Insights Factory, host Ian Cook sits down with Ana Mourão, Global Customer Journey and CRM Manager at Stanley Black & Decker, to discuss in-depth. They dive into Ana’s work and her unique role as the bridge between many business functions.
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Key Quotes:
“It's about being able to generate demand on behalf of our distributors and retailers. The more we know the end user, the better we can generate that demand on behalf of our customers, the Home Depots of the world, the Amazons of the world.”
"I read our global privacy policy from end to end. I recommend all marketers or anyone involved in customer data to read that because that's pretty much a covenant of sorts that explains to the end user how is it that we are going to use the data. Why are we asking for the data we are asking for?”
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Show Timestamps:
(00:59) Ana’s current role and what she does with data
(01:24) What kind of data does Stanley Black and Decker use?
(02:55) Collecting end-user data to generate demand
(04:23) Demonstrating the value of insights within a large company
(06:10) What does activating the database mean?
(07:50) Working between technical and business stakeholders
(09:47) Examples of translating business problems into data language
(13:43) Talking data to the business stakeholders
(18:04) Moving from data to insight
(18:46) How Ana thinks about data privacy
(23:35) The trend toward increased data privacy regulations
(27:55) What lessons has she learned from working with data at this scale?
(30:51) Experimenting and using incomplete datasets
(36:11) How is Ana experimenting with AI?
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Sponsor:
This podcast is proudly sponsored by Seek, the leader in cloud-based creation and delivery of industry-focused insights.
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Links:
Connect with Ana Mourão on LinkedIn
Connect with Host, Ian Cook, on LinkedIn
Follow Seek on LinkedIn
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