CDO Matters Podcast

CDO Matters Ep. 64 | Marketing Data Management

Nov 27, 2024

Shubh Sinha, CEO of Integral, brings rich insights into marketing data management. He delves into the complexities of data onboarding and compliance, shedding light on regulations like HIPAA and GDPR. The discussion highlights the importance of harmonizing consumer data while emphasizing the collaboration between data scientists and marketing teams. Shubh also contrasts strategies used by AI-native companies versus traditional firms in leveraging data science, pointing out the critical need for data quality to optimize marketing efforts.

38:09

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Episode guests

Shubh Sinha

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Episode notes

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Quick takeaways

Onboarding in marketing is crucial for ensuring customer data is ready for targeted advertising while maintaining compliance with regulations like HIPAA and GDPR.

Collaboration between data scientists and marketing teams is essential for addressing data quality challenges and effectively measuring campaign success.

Deep dives

Understanding Onboarding in Marketing

Onboarding in marketing refers to the process of activating and utilizing data to target specific audiences for advertising campaigns. It involves taking a set of customer data and ensuring it is ready for use in campaigns, a practice that may seem unfamiliar to traditional data leaders. In this context, marketers aim to tailor their messages based on comprehensive data integration, while also adhering to various compliance regulations. The process of onboarding becomes increasingly nuanced as organizations grow, with marketers needing to harmonize different data points to ensure effective messaging to distinct customer segments.

Intro

2min

Navigating Marketing Data Management

18min

The Intersection of Data Science and Marketing Analytics

2min

Navigating the Divide: AI Native vs. Traditional Companies in Data Science

2min

Navigating the Data Challenges of Chief Marketing Officers

4min

Navigating Data Complexity in Marketing

11min

Episode Overview

Your familiar with all the processes your marketing organization is utilizing for managing its data? Are you familiar with the marketing data lexicon, and can you define key terms like onboarding, activating, or harmonizing? Are you working closely with data scientists in your marketing organization?

If you answered no to any of these questions, then you should definitely check out the latest episode of the CDO Matters Podcast. In this episode Malcolm and his guest, Shubh Sinha, the CEO of Integral, go deep into the world of marketing data, and what data leaders should know about this rapidly evolving space.