S4 | Ep 50 | Visibility & Curiosity: Why Data is a Marketing Exercise with Marion Shaw, Head of Data & Analytics at Chaucer Group

Driven by Data: The Podcast

In Episode 50, the season finale of Season 4, of Driven by Data: The Podcast. Kyle Winterbottom is joined by Marion Shaw, Head of Data & Analytics at Chaucer Group, where they discuss how success with data and analytics is a giant marketing exercise and how to use it build visibility and curiosity, which includes;

• Having a career that allowed an understanding of what it takes to get something to market and grow profits
• Why technology and data can’t be treated the same way
• How curiosity around data impacts business decision making
• Getting your business stakeholders to ask the right questions
• Building new revenue streams be leveraging data that was previously unavailable to harness
• How she created a gamified data exercise to market and educate business stakeholders
• How that has benefited the data team with their engagements with their business stakeholders
• Using competition and FOMO to battle cynicism and scepticism
• Accepting that you’ll never know win over everybody
• Utilizing traditional marketing techniques to tell the story
• Why they brought the former receptionist into the team as a data champion
• Using your success stories to drive positive PR
• The importance of being visible to your stakeholders to build interest and curiosity
• Why D&A teams can’t be successful without business stakeholders
• Guiding your business stakeholders to meet you in the middle
• Measuring the effectiveness of your marketing efforts
• The importance of tracking your results beyond the initial use case
• Agreeing an attributable figure that data can claim for the returns
• Identifying your biggest champions and squeakiest wheel
• Why you should never use “data speak”
• Advice on how to drive curiosity, interest and buy-in

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