What’s Working in Marketing™ How Visa's Insight Director Shapes Marketing Strategy
Jul 9, 2025
Michael Nevski, Global Director of Insights at Visa and a former marketer, shares his transformative journey from marketing to insights. He discusses how insights can be the driving force behind a company’s strategy, urging marketers to see insights professionals as strategic partners. The conversation touches on overcoming departmental silos, the promise of generative AI in enhancing productivity, and navigating the fine line between privacy and personalization in today’s data-driven landscape.
AI Snips
Chapters
Books
Transcript
Episode notes
Career Shift to Insights
- Michael Nevski shares how he transitioned from marketing to insights after loving the VOC and B2B research experience.
- This shift revealed the strategic value of insights as the "neck" that turns business direction.
Insights as Strategic Drivers
- Marketers often see insights teams as task completers rather than strategic partners.
- Insights should act as strategic consultants, guiding long-term growth and identifying white spaces.
Be True Insights Partners
- Insights professionals should become true partners by getting involved beyond delivering reports.
- They must continuously provide actionable guidance throughout marketing execution and strategy.
