Humans of Martech 17: Julie Beynon: Making marketing analytics not intimidating
We’ve got a super special guest today. Julie Beynon was born and raised in Ottawa, currently lives in Toronto.
Got her start in marketing in - Kanata North’s - tech valley- with a company called Protus IP.
She then spent nearly 5 years at Conceptshare, an agency startup that pioneered creative proofing software and was acquired by Deltek.
She then freelanced for a bit, discovered the benefits of working remotely. Landed a gig on the marketing team at Customerio for 3 years. Working remotely. On the Ops and analytics side.
For the past 2+ years, she’s head of analytics at Clearbit – a badass saas company with an awesome story of grit and one of the smartest growth teams in SaaS.
Julie is the brain behind the scenes. She’s a powerhouse data analyst with a marketing lense at heart.
And today she’s going to share why data Warehousing no longer needs to be intimidating for marketers.
We can’t NOT start by talking about your journey. Western U grad, born and raised in Ottawa. Started in Kanata, worked for a startup/agency. Now you’re head of analytics at one of the coolest SaaS companies in the world.
How and why did you make the leap to remote and working for a us saaa?
What’s the top skill a fresh marketer should be learning if they want to work in marketing analytics?
Why do you choose to work at a small smb sized company, when you could be a Director at an enterprise company. What keeps you in the startup/smb space?
Let’s talk about your day to day, you’re head of analytic.. What’s that like, what are the highs and lows?
When do you know it’s time to upgrade from spreadsheets. Gotta love a good Google sheet.
- Size of dataset, at some point it becomes clunky, slow.
- To run formulas or use large spreadsheets, you're using your computer’s hardware capabilities.
- dwh doesn’t have row limits, not limited by your laptop’s processing power.
- The analysis, reports you run off of a dwh are run inside the tool instead of on your laptop. so it’s way faster.
How to convince your startup eng team that you need a DW for marketing data?
What are the steps someone needs to take to go from I don’t have a DW for marketing data, my data is all over the place… to: I have account level aggregate data of all the touchpoints and I can share them across all my tools.
How do you pick a dwh solution?
- Microsoft azure ecosys; native ML + powerBI
- Amazon redshift runs on aws
- Snowflake provides their own spin on dwh
- Google bigquery, simple, flexible,