Episode #53. ‘Data to create impact’ is the technical skill in this episode. As marketers’ roles are evolving to be the voice of the consumer and lead the commercial agenda, we need to have a variety of quality data sources to allow us to both monitor effectiveness but also use to mine to develop customer insight.
Abby’s guest expert on this topic is Mark Phibbs, currently VP of Marketing at Cisco and also has a rich background working in tech companies. He also leads a consolidated centralised insight and analytics function.
Mark shares his advice for marketers to utilise data and why he believes we should know our customers better than everyone else in the business. Plus his honest and relatable career highs and lows.