The Data Stack Show 220: From Box Office to Big Data: Bridging Marketing and Technology Through Data-Driven Leadership with Brian Schwartz of SIZE
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Dec 18, 2024 Brian Schwartz, an Advisor at SIZE and former global marketing lead at Expedia, shares his impressive journey through the worlds of data and marketing. He discusses the tension between marketing and data teams and highlights the shift from traditional strategies to data-driven decision-making. Schwartz reflects on his experiences at DreamWorks Animation and offers insights into the integration of AI in business, revealing both its challenges and untapped opportunities. He also emphasizes the importance of networking and collaboration for high-growth companies.
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DreamWorks Experience
- Brian Schwartz worked at DreamWorks Animation for six and a half years, marketing films like Shrek, Kung Fu Panda, and Madagascar.
- He pitched stories and footage to corporates and exhibitors, witnessing how storylines evolved over four-year production timelines.
Data Visibility in Legacy Studios
- Legacy studios like DreamWorks struggled with customer data, lacking direct access to viewer information through exhibitors, retailers, or theme parks.
- This lack of data made it difficult to measure marketing ROI, unlike data-driven companies like Expedia, which conduct extensive A/B testing.
Expedia's Focus on Supply
- At Expedia, Brian Schwartz led global marketing for the Lodging Group, focusing on acquiring independent hotels in Europe and Asia to compete with Booking.com.
- He also worked on integrating vacation rental inventory from HomeAway (Vrbo) into the Expedia platform.