Modern Marketers
Choreograph CEO Evan Hanlon on Building Scale and the Importance of Experimenting
Jul 24, 2024
Evan Hanlon, the CEO of Choreograph, and Bethany Poole, a senior marketing director at Google, dive into the human side of data-driven marketing. They discuss the crucial need for creativity alongside analytics and challenge the notion of AI as a simple solution. The pair also tackle the communication gaps between tech teams and CMOs, advocating for intuitive strategies that align with business goals. Personal shifts to suburban life offer a humorous backdrop to their insights on adapting marketing strategies in an ever-evolving landscape.
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Quick takeaways
- Evan Hanlon emphasizes that effective marketing necessitates integrating human insights with data, ensuring that creativity remains a priority amidst technology.
- The podcast highlights the significance of a dual focus on short-term experimentation and data-driven decision-making to enhance brand strategies.
Deep dives
The Role of Choreograph in Modern Marketing
Choreograph, a subsidiary of Group M, plays a pivotal role in modern marketing by utilizing data and technology to facilitate media planning, buying, and measurement. The organization focuses on creating insights from data to develop targeted media plans and effectively activate campaigns. This involves integrating various data sets and technologies to simplify complex processes, allowing advertisers to connect with their audiences efficiently. Emphasizing a marketer-first approach, Choreograph aims to bridge the gap between traditional media experiences and algorithm-driven platforms, ensuring a cohesive brand presence across different channels.
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